節慶活動遊客價值量表的建構與驗證～以中台灣燈會為例

Constructing and Verifying the Values Scales for Festival Visitors: the Example of Central Taiwan Lantern Festi

本研究依據Sheth、Newman 和Gross 之消費價值理論發展出衡量節慶活動遊客價值的量表，以驗證性因素分析將原29 題縮減為17 題；經由競爭模式的考驗發現五因子斜交模式為最佳模式。模式通過外在品質之檢定，內在結構適配的評鑑亦顯示該模式具有合理的聚合效度、區別效度及良好的信度。研究以2010 年的中台灣燈會參與者為對象，將受訪樣本分為測定樣本與效標樣本，交叉效度結果顯示模式具相當穩定性；再以2011 年的燈會參與者資料作效度延展性之檢定，亦符合群組恆等性。研究結果認為本量表可作為衡量節慶活動遊客價值的有效工具。

Based on the theory of consumption value which was propounded by Sheth， Newman and Gross， this research developed the value scale of festival visitors， and the confirmatory factory analysis was used to diminish 29 questions from five dimensions to 17 questions;therefore， correlated five-factors model is the best one which was tested by competing model. After examining this model， both outside quality and inside structural adjustment were approved; meanwhile， it also possesses convergent validity， discriminate validity， and good reliability. The participants from 2010 Central Taiwan Lantern Festival were used as research subjects which were divided into the determination sample and criterion sample，and the result of cross-validation shows the model is quite stable; moreover， the data of participants from lantern festival in 2011 was used to examine the validity extension，which conforms to the group mean as well. This value scale could judge the value of festival visitors effectively.