體驗情緒對體驗行銷、劇場服務環境與滿意度間中介影響效果：以《為野生動物發聲：夢幻島號》兒童戲劇為例

How Experience Emotions Affect Audience Satisfaction - Using ＂Wildlife in Formosa＂ Children's Theater as an Example

近年來環境教育、野生動物保育議題蔚為國際潮流，本研究期冀透過兒童戲劇「為野生動物發聲──夢幻島號」展演提升觀賞者對於野生動物保育的觀念，戲劇內容乃經田調資料訪查與真實故事改編，並利用Mehrabian及Russell（1974）提出的S（刺激）－O（有機體）－R（反應）模式作為研究基礎架構，探討兒童戲劇中觀眾的體驗情緒是否會中介影響劇場服務環境、體驗行銷（刺激）與觀眾滿意度（反應）間的關係。本研究採問卷調查法，問卷於觀眾入場時先領取，戲劇結束後回收問卷，展演場地包括高雄衛武營藝術文化中心、臺南文化中心、屏東縣政府文化處藝術館與臺中市屯區藝文中心等。針對現場觀眾共發出509份問卷，扣除無效者後有效問卷為418份。研究結果發現：一、劇場服務環境與體驗行銷對觀眾的體驗情緒有正向顯著影響。二、觀眾的體驗情緒對觀眾滿意度有正向顯著影響。三、觀眾的體驗情緒對於劇場服務環境、體驗行銷與觀眾滿意度間的關係有中介影響效果。

Environmental education and wildlife conservation have been a worldwide trend in recent years. Through the children's theater performances, audiences would have a deeper concept of wildlife conservation. This children's theater script was based on field survey interview and real story adaptation from Pingtung Conservation Wild Animal Rescue Center. The Mehrabian and Russell (1974) S (stimulus) -O (organism) -R (reaction) model was used as the research framework to examine mediating effect of children theater audience experience emotions and environmental attitude (Organisms) between theater service environment, experience marketing (stimulus) and audience satisfaction (response). This research adopted a questionnaire survey method. The questionnaires were given when the audience enters the venue. The questionnaires were collected after the drama was over, and with a finished questionnaire audience member would receive a small gift. The performance venue included Kaohsiung Weiwuying Art and Cultural Center, Tainan Cultural Center, Pingtung Art Center, and Taichung City Tun District Art Center. A total of 509 questionnaires were administered, and after eliminating 89 invalid questionnaires, 420 valid questionnaires remained. The study found that: (1) the theater service environment and experience marketing had positive significant effects on the audience's experience emotions. (2) The audience's experience emotions have a positive significant effect on audience satisfaction. (3) The audience's experience emotion has a mediating effect on the relationship between experience marketing, theater service environment and audience satisfaction.