民眾參與表演藝術觀賞行為之研究－以文建會九十三年度表演藝術團隊表演為例

A Study of Viewing Behavior of Taiwanese Citizens on Attending Performing Arts

10.6793/JNTCA.200604.0125

陳麗娟(Li-Chuan Chen)；陳為任(W.J. Chen)；唐瑞芬(R.F. Tang)；鄭天明(Tian-Ming Cheng)；李宗鴻(Tsung-Hung Lee)

表演藝術 ； 觀賞滿意度 ； 觀賞行為模式 ； Performing arts ； viewing behavior ； satisfaction

藝術學報

78期（2006 / 04 / 01）

125 - 142

繁體中文

本研究旨在探討民眾參與表演藝術團隊巡迴演出活動之人口結構、觀賞滿意度及觀賞行為模式。以參與文建會九十三年度表演藝術團隊巡迴基層演出活動之民眾為研究母群，再以舞蹈類、音樂類、戲劇類、及傳統戲曲等不同之表演類別為第一分層，進行分層抽樣，抽中的場次，再利用集群抽樣的方法，抽取隨機樣本，實得有效樣本數為2122份，在95%信賴水率下，抽樣誤差為2.13%。採用自編的問春進行研究，問卷包括行為態度、主觀規範、知覺行為控制、觀賞滿意度、觀賞行為意圖、觀賞行為、及個人基本資料等七大項。將所收集的資料以SPSS 12.0進行統計分析與檢定，利用LISREL 8.52進行驗證性因素分析及結構方程式的實證分析，以最大概似估計法(Maximum Likelihood Estimation, MLE)對本研究模式中各組變項間之因果關係進行估計。結果顯示：觀眾以女性居多(64.6%)，婚姻狀況以已婚居多(65.9%)，年齡以30至39歲者居多(36.6%)。實證研究結果顯示民眾參與表演藝術團隊巡迴基層演出活動之觀眾觀賞行為模式中，觀眾的觀賞態度、主觀規範及知覺行為控制顯著的直接影響觀眾的觀賞滿意度，並且間接影響觀眾的觀賞行為。本研究以觀眾的觀賞滿意度為中介變數，利用修改的計畫行為理論可有效的建構及預測台灣地區民眾參與表演藝術團隊巡迴基層演出活動之觀賞行為。

This study assesses the viewing behavior of Taiwanese citizens on attending performing arts and elemental data of viewers. Performing arts are divided into dance, music, drama, and traditional opera. Twenty-four showings were sampled from the above four kinds of performing arts. Then, viewers were randomly sampled using cluster sampling from these 24 showings. Total of 2122 valid questionnaires were studied. The descriptive statistics socio-demographic was analyzed by SPSS 12.0. The confirmatory factor analysis and structural equation model were analyzed by LISREL 8.52 for windows. All the parameters were estimated by maximum likelihood estimation method. Mainly descriptive findings were as follows: respondents were 64.6% woman; 65.9% married; 36.6% aged from 30 to 39 years old. Empirical results indicated that attitude, subjective norm, and perceived behavioral control of the viewers affected the satisfaction directly and affected behavioral intention and behavior indirectly. Viewers' satisfaction affected the behavioral intention directly and affected behavior indirectly. Viewers' behavior intention affected the behavior directly. It is concluded that this study applies satisfaction as the mediating variable and combined theory of planned behavior can examine the viewing behavioral model efficiently.

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