特展之觀眾價值量表的驗證與應用－兼論不同遊客屬性之恆等性

Verifying and Applying the Consumption Value Scale to the Exhibition-Investigate the Measurement Equivalence of Different Visitors' Attributes Simultaneously

10.6338/JDA.201312_8(6).0001

李君如(Chun-Ju Li)

特展 ； 價值 ； 結構方程模式 ； 測量恆等性 ； exhibition ； value ； structural equation modeling (SEM) ； measurement equivalence

Journal of Data Analysis

8卷6期（2013 / 12 / 01）

1 - 22

繁體中文

隨著時代環境的變遷，衍生出各式各樣的活動；尤其多元主題的特展逐漸成為有別於傳統博物館展示的新興勢力，其究竟滿足了觀眾何種需求是可以被深入探討的，不論是公部門以文化傳承、藝術展演、知識教育為目的之展覽，或是私部門以營利為導向的策展，如何創造更深刻的觀眾價值均是重要課題。本研究以之前參考消費價值理論所建構的觀眾價值量表為基礎，實際驗證於2012年於高雄舉辦的會動的清明上河圖特展，經由驗證性因素分析確認其信效度，所建構之整體模式通過配適度考驗，且交叉效度亦具有相當穩定性。為判定此模式在跨樣本間是否得以成立，尤其許多的社會、個人因素均會影響消費者的態度，當要應用此量表來分析觀眾感受時，是否具有測量恆等性的證據對科學推論是相當重要的，故經由群組分析探討不同觀眾屬性是否會有模式差異。結果發現除年齡及居住地在因素負荷量會有顯著差異外，性別、教育程度、婚姻、職業、收入、是否消費等變項均通過因素負荷、變異數及共變異數全等的設定；顯示此量表具有相當之測量恆等性。

As times change, there are various activities produced, especially multi-topic exhibition gradually becomes an emerging market which is different from the traditional museum exhibition. Therefore, how these exhibitions satisfy visitors need is worthy to discuss in depth. Some exhibitions held by public sectors used the subjects with Inheritance of civilization, artistic display, or education purpose; on the other hand, exhibitions held by private sectors engage in making profit by the subjects. No matter which kind of exhibitions, creating the more impressive visitor value is important to both above. Based on the theory of consumption values, this research verified visitor value scale on the exhibition of ”Moving of the Riverside Scene at Chingming Festival” which held in Kaohsiung, 2012. Utilizing the factor analysis to confirm the reliability and validity, and the model constructed in this research passed the test of goodness of fit, and the cross validation have stability. It is very important to prove the scale possess the measurement equivalence when the scale is used to analyze visitors' feeling, especially many social or personal factors would affect consumers' attitude. Through group analysis could discuss differences of various visitors' attributes, and then this model could be determined hold or not in different samples. The result shows that besides age and habitation in factor loadings have statistical significance, other variables includes sex, level of education, marriage, occupation, income and consuming condition were all passed the setting of factor loadings, variance and covariance; therefore, the scale reveals the measurement equivalence.

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