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系統識別號 U0026-3001201309095900
論文名稱(中文) 價值-信念-規範理論應用於文化觀光體驗之研究-台南孔廟之啟示
論文名稱(英文) The Application of Value-Belief-Norm Theory for Culture Tourism - Learning from the Case of Tainan Confucian Temple
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 101
學期 1
出版年 102
研究生(中文) 戴永家
研究生(英文) Yeong-Jia Day
學號 R58941019
學位類別 博士
語文別 中文
論文頁數 97頁
口試委員 指導教授-黃國平
口試委員-周榮昌
口試委員-周學雯
口試委員-張政源
口試委員-陳勁甫
口試委員-陳豐村
口試委員-蕭瓊瑞
中文關鍵字 具文化意義的行為  正向文化行為  重要性-表現性分析 
英文關鍵字 Cultural Significant Behavior  Pro-cultural Behavior  Importance-Performance Analysis 
學科別分類
中文摘要   本研究以「價值-信念-規範」理論之概念,提出「具文化意義的行為」之理論架構,探討遊客「正向文化行為」之形成。以台南孔廟文化園區為研究範圍,利用便利抽樣對參訪遊客進行問卷調查。總計共發出1560份問卷,刪除填答不完整之問卷後,最後獲得有效問卷樣本數為1372份,有效問卷率為87.95%。
資料分析方面,首先將體驗品質資料利用成對樣本t檢定找出遊客預期重要性與感受表現性具差異性因素,描繪於重要性-表現性圖形中。接著以遊客所感受到的體驗品質為基礎,進行探索性因素分析,萃取出五個體驗因素,作為後續進行集群分析之集群變數。集群分析後將所有樣本依各群體驗品質屬性之分數,命名為高、中、低體驗三集群,以結構方程模式實證假設模式。
研究結果顯示,整體遊客的結構模式與低體驗品質集群之模式相同;未參與過祭孔大典者與中體驗品質模式相同,而且文化信念是文化價值與文化行為意向的中介變數;所有模式中只有具有參與祭孔大典經驗者之模式支持價值-信念-規範理論之假設。體驗品質對本研究假設模式之干擾效果也得到驗證。最後提出理論與管理意涵與建議。
英文摘要 This study develops a conceptual framework of cultural significant behavior to measure pro-cultural behavior of tourists. The Value-Belief-Norm theory of Stern (1999, 2000) was used as a template for the development of framework. A convenience sampling method was adopted for data collection from a survey to tourists who traveled to Tainan Confucian Temple in the city of Tainan. A total of 1560 questionnaires were distributed and 1372 usable responses were obtained after removing incomplete samples, resulting in a response rate of 87.95%.
Based on paired t-tests to evaluate the experience quality, the significant difference between importance and performance of 25 attributes were identified and illustrated. Exploratory factor analysis with VARIMAX rotation was employed to identify experience quality and results in five factors. Based on the five segmentation variables, a cluster analysis was carried out, and a three-cluster solution was identified. According to their scores of experience quality attributes, the clusters were named "high level experienced", "medium level experienced" and "low level experienced", respectively. A structural equation modeling (SEM) approach was employed to test the research hypotheses.
Results revealed that the experience quality of overall tourists was corresponding to the "low level experienced" group. Analyses also showed that cultural belief mediated the effects of cultural value and cultural behavior intention on the model of "medium level of experience quality" and "The Confucius Ceremony non-experienced" group. Further, the model of "The Confucius Ceremony experienced" group supported the proposed pro-cultural behavior framework. Finally, experience quality as moderator effects on the proposed model was identified. Theoretical and managerial implications of the research findings for cultural tourism are further discussed.
論文目次 目 次 IV
表 次 VII
圖 次 VIII
第一章 緒論1
1.1 研究背景與動機1
1.2 研究目的3
1.3 研究範圍與對象4
1.4 研究流程4
第二章 相關文獻回顧6
2.1 文化觀光的意義與行為(CULTURAL SIGNIFICANT BEHAVIOR)6
2.2 文化價值8
2.2.1價值與文化8
2.2.2 文化價值衡量12
2.3 文化信念12
2.3.1 文化信念定義12
2.3.2 文化信念衡量13
2.4 文化規範14
2.4.1 文化規範定義14
2.4.2 文化規範衡量15
2.5 文化行為意向定義與衡量16
2.6 體驗品質18
2.6.1 體驗品質定義18
2.6.2 體驗品質衡量20
2.7 構念間之關係22
2.7.1 價值-信念-規範理論(Value-Belief-Norm, VBN)23
2.7.2認知階層模式(The cognitive hierarchy model of human
behaviors)25
2.7.3 規範活化理論(Norm Activation Theory)26
第三章 研究方法29
3.1 研究架構與假設29
3.2 問卷設計與研究變數30
3.3 抽樣方法35
3.4 資料分析方法36
3.4.1 敘述性統計分析36
3.4.2 信度分析與因素分析36
3.4.3 重要-表現分析法(Importance-Performance Analysis, IPA) 36
3.4.4 集群分析(Cluster Analysis)38
3.4.5 結構方程模式(Structural Equation Modeling, SEM)40
第四章 實證分析與結果42
4.1基本統計資料分析42
4.1.1 人口統計資料分析42
4.1.2 體驗品質資料分析45
4.2 體驗品質IPA分析47
4.3 構念因素萃取與信度分析49
4.3.1 文化價值因素分析與信度分析50
4.3.2 文化信念因素分析與信度分析51
4.3.3 文化規範因素分析與信度分析52
4.3.4 文化行為意向因素分析與信度分析53
4.3.5 體驗品質感受因素分析與信度分析54
4.4 測量模式之驗證性因素分析57
4.4.1 常態性檢定評估57
4.4.2 收斂效度檢驗59
4.4.3 區別效度檢驗60
4.4.4違犯估計檢驗61
4.5 整體結構方程模式分析62
4.5.1 模式設定62
4.5.2 模式檢定63
4.5.3 體驗品質之干擾效果分析67
4.5.3.1 「高體驗品質感受」集群模式69
4.5.3.2 「中體驗品質感受」集群模式70
4.5.3.3 「低體驗品質感受」集群模式71
4.5.3.4 集群差異性檢定73
4.5.4 祭孔大典體驗之影響77
4.5.4.1 「有祭孔大典經驗」集群模式77
4.5.4.2 「無祭孔大典經驗」集群模式78
4.6 討論81
4.6.1 體驗品質IPA81
4.6.2 結構方程模式81
第五章 總結83
5.1 模式分析比較83
5.2 研究結論84
5.3 研究貢獻84
5.4 研究限制及後續研究建議85
參考書目86
附錄一 問卷94
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