Publication:

探討民眾對舞蹈演出消費行為之相關研究

本研究旨在探討民眾對舞蹈演出消費的相關行為。了解不同背景變項對參與動機、消費者行為與行銷手法與三者間相關關聯性。研究者以北部、中部與南部地區的一般民眾為施測對象。採用量化的問卷調查法作研究工具，研究者共計發出1000份問卷，回收900份，剔除空白問卷與資料填答不全的無效問卷共84份，共計有效問卷816份。用描述性統計、獨立樣本t檢定、單因子變異數分析與線性迴歸進行分析。經統計分析過後，本研究發現民眾在參與動機與消費者行為的不同背景變項，均呈現顯著相關，且在參與動機、消費者行為與行銷手法經線性迴歸後，皆呈現顯著相關，因此民眾對於舞蹈演出的參與動機、消費行為與行銷手法三方面皆息息相關。

The purpose of this study is the consumption behavior of the people on dance. Understand the different background variables involved in motivation, consumer behavior and marketing practices, and among the three correlations. Researchers general population of the northern, central and southern regions as the target. Questionnaire study used quantitative tools, distributed a total of 1000 questionnaires were distributed and returned 900. The researcher removed 84 the blank questionnaires and invalid questionnaires with a total of 816 questionnaires left. Descriptive statistics, independent sample t-test, one-way ANOVA, one-way. After statistic analysis, the study has discovered that the different backgrounds of the people involved in motivation and consumer behavior variables showed a significant correlation, and also involved in motivation, consumer behavior and marketing practices. Therefore, the result of this research indicates dance participant motivations, consumer behaviors and marketing practices are significantly related.