台灣跨年晚會吸引力、滿意度對再遊意願之影響－以擁擠知覺為干擾變項

A Effect of Attraction, Satisfaction on Well - being of Taiwan New Year Eve Party - The Mediating Effect of Crowding Perceived

10.6872/OMR.201806_13(1).0002

范惟翔(Wei-Shang Fan)；王晨宇(Chen-Yu Wang)；莊世杰(Shih-Chieh Chuang)；游蓓怡(Pei-I Yu)

活動吸引力 ； 知覺價值 ； 活動滿意度 ； 再遊意願 ； 擁擠知覺 ； Action Attraction ； Motivation ； Perceived Value ； Action Satisfaction ； Well - being, ； Crowding Perceived

經營管理論叢

13卷1期（2018 / 06 / 01）

19 - 35

繁體中文

本研究利用結構方程式(Structural Equation Modeling；SEM)探討跨年晚會活動吸引力、參與動機、知覺價值、活動滿意度與再遊意願之整體模式，並探討擁擠知覺效果之干擾效果。本篇研究對象為台北101大樓、高雄夢時代廣場和雲林劍湖山遊樂園，問卷總共發放300份，回收有效問卷269份，回收率90％。其結果活動吸引力對參與動機、知覺價值和活動滿意度有顯著影響，參與動機對知覺價值對活動滿意度有顯著影響，知覺價值對活動滿意度有顯著影響。活動滿意度對再遊意願有顯著的影響。擁擠知覺在活動滿意度以及再遊意願之間有干擾效果。本研究結果可做為未來跨年晚會活動的主辦單位制定策略之參考。

The study use SEM investigates the effect between the action attraction, motivation, perceived value, action satisfaction and well-being of new year eve party, and investigates the moderating effect of the crowding perceived. The research study is Taipei 101, Kaohsiung Dream mall and Yunlin JanfunsanFancyworld. A total of 300 questionnaires were distributed, and 269 effective samples were collected, 90％ effective samples. The investigate results show that action attraction with motivation, perceived value, action satisfaction in a positive way. Motivation with perceived value and action satisfaction in a positive way. Perceived value and action satisfaction in a positive way. Action satisfaction and well-being in a positive way. The crowding perceived has moderating effect toward the action satisfaction and the well-being.