應用結構方程模式探討燈會遊客價值、滿意度與忠誠度之關係

Exploration of the Relationship among Lantern Festival Visitors' Value, Satisfaction and Loyalty by Structural Equation Modeling

10.6338/JDA.201206_7(3).0002

李君如(Chun-Ju Li)

節慶活動 ； 價值 ； 量表 ； festival ； value ； scale

Journal of Data Analysis

7卷3期（2012 / 06 / 01）

25 - 46

繁體中文

本研究以發展出的節慶活動遊客價值量表為基礎，經由結構方程模式探討其與遊客滿意度及忠誠度之關係。研究以2010年的中台灣燈會參與者為對象，結果顯示不同變項構面具有符合標準之收斂效度及區別效度，據以建立之整體模式亦通過配適度考驗，且交叉效度結果顯示具有相當穩定性。模式結果證明遊客價值會正向影響滿意度及忠誠度、滿意度亦會影響忠誠度。以五項遊客價值作為前因變項的模式亦具有良好配適，滿意度扮演了中介角色；比較直接與間接效果，功能價值與情緒價值均是直接效果大於間接效果，顯示此兩者是忠誠度的重要支持動因；而嘗新價值及社會價值則是間接效果大於直接效果，說明燈會活動內容的吸引力或服務給遊客的滿意度感受，會強化此價值對忠誠度的影響。

The current research based on the value scale of festival visitors to explore the relationship among visitor's value, satisfaction and loyalty. The participants from 2010 Central Taiwan Lantern Festival were taken as research subject. The result showed the different variable dimensions conform to composite reliability, convergent validity and discriminant validity; moreover, the whole model which was built by above was passed the test of goodness of fit, and it also showed stability after examining by cross-validity. The outcomes of the model proved that visitor's value positively influences satisfaction and loyalty, and satisfaction influences loyalty as well. Five visitor's values as the model of antecedent variables possesses goodness fitting, and satisfaction is a mediator. Both functional value and emotional value showed direct effect greater than indirect effect; it indicates the two variables which are important motives to loyalty. As to epistemic value and social value showed indirect effect greater than direct effect; it explains the attraction of Lantern Festival activity or service which provide the visitors with feeling of satisfaction could enhance the effect to loyalty.

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1. 李君如(2012)。手塚治虫特展之觀眾價值結構模式的建構、驗證與應用。Journal Of Data Analysis，7(6)，29-58。
2. 李君如(2013)。觀眾價值量表的驗證與應用：以「立體書的異想世界」特展為例。科技博物，17(1)，103-131。
3. 李君如(2015)。節慶遊客的體驗對滿意度、忠誠度及地方意象之影響～以大甲媽祖遶境為例。人文與社會，3(4)，1-32。