遊客對民俗運動賽會刺激感的前因與後果

Antecedents and Consequences of Excitement in Folk Sport Event for Visitors

10.5297/ser.1704.001

徐世同(Shih-Tung Shu)；王建臺(Chien-Tai Wang)；張景弘(Ching-Hung Chang)；吳東安(Tung-An Wu)

知覺獨特性 ； 社會互動 ； 知覺控制 ； 宋江陣 ； perceived uniqueness ； social interaction ； perceived control ； Song-Jiang Jhen

大專體育學刊

17卷4期（2015 / 12 / 31）

365 - 382

繁體中文;英文

本研究目的為探討民俗運動賽會遊客的知覺獨特性、社會互動，以及與環境空間有關的知覺控制和知覺擁擠等四個前因，對賽會刺激感的影響，以及賽會刺激感是否中介影響休閒滿意與賽會忠誠等兩個後果因子。研究方法採用參與活動調查法，實證樣本取自「2014年高雄市內門宋江陣」遊客，有效問卷共計276份，以Smart PLS 2.0進行模型分析及假說驗證。本研究結果指出知覺獨特性、社會互動、知覺控制此三個前置因子，透過賽會刺激感正向中介影響休閒滿意與賽會忠誠，且知覺擁擠負向影響知覺控制；其中，休閒滿意中介賽會刺激感對賽會忠誠的影響。本研究結論：賽會刺激感在本模型為中介變項，遊客參與賽會運動時，個體會受到外在環境刺激物影響其知覺和情緒上的刺激感，以及最終的行為反應─賽會忠誠。

The purpose of this study was to explore four antecedents of visitors’ event excitement, including perceived uniqueness, social interaction, perceived control and perceived crowding in environmental space, and also to emphasize two consequences, such as leisure satisfaction and event loyalty. This study adopted active survey method. Data from 276 valid questionnaires were collected from the visitors of “2014 Song-Jiang Jhen Battle Array in Neimen,” Taiwan. The partial least square (PLS) procedure with Smart-PLS 2.0 was employed to test the hypotheses. The results indicated that event perceived uniqueness, social interaction, perceived control have a positive effect on visitors’ event excitement, which mediate the relationship among perceived uniqueness, social interaction, perceived control, leisure satisfaction and event loyalty. Perceived crowding has a negative influence on perceived control, while event excitement has a significant indirect effect on event loyalty through leisure satisfaction. Based on the empirical results, event excitement played a central role in the model. Furthermore, when visitors participated in a folk sport, external environmental stimuli affected their perceptions generated that subsequently resulted in emotional excitement. This event excitement leaded to their behavioral responses to event loyalty.

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