南華大學機構典藏系統:Item 987654321/18377
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    题名: 以非營利事業觀點探討香客參與宗教朝聖之行為—以大甲媽袓出巡為例
    其它题名: A Study of Pilgrim's Behaviors in participate Religious Activities--A Case Study and with Non-Profit Perspectives
    作者: 徐景富
    Hsu, Ching-fu
    貢獻者: 非營利事業管理研究所
    傅篤誠;張清標
    Tu-cheng Fu;Ching-piao Chang
    关键词: 宗教朝聖;行為意向;活動滿意度;參與動機;大甲媽祖
    Religion pilgrimage;Behavior intention;Dajia Matsu;Participant motivation;Activities satisfaction
    日期: 2011
    上传时间: 2015-01-22 13:54:19 (UTC+8)
    摘要: 　　本研究係以參與大甲媽祖9天8夜繞境活動的香客作為研究對象，藉以探討其香客參與動機、活動滿意度與後續行為意向之間的影響，以及評估此朝聖活動所帶來的總體效益。透過香客問卷調查與地方相關人士的深度訪談進行實證及資料分析，共計回收香客量化問卷716份及質性訪談問卷7份，使用的統計方法包括描述性統計、因素分析、信度分析、獨立樣本T檢定、單因子變異數分析、皮爾森相關分析、多元迴歸分析等。研究結果顯示：一、不同香客屬性對參與動機、活動滿意度、行為意向有顯著差異。二、香客參與動機與滿意度有顯著相關。三、香客活動滿意度與行為意向有顯著相關。四、香客參與動機與行為意向有顯著相關。
    　　This research was conducted based on the pilgrim samples taken from Matsu Patrol touring during 9 day of 8 night which discussion effects of the pilgrims' participant motivation, activities satisfaction and behavior intention of after Matsu Patrol touring. Also assessment the overall effects from Matsu Patrol touring. The material analysis and real diagnosis were use the questionnaire survey method and depth interview with local personalities, the grand total recycles 716 valid quantification questionnaires and 7 valid qualitative questionnaires. The material analysis way including statistical methods on descriptive statistics analysis, factor analysis, reliability analysis, T-test, one-way ANOVA, Person Correlation Analysis and multiple regression analysis carries on the empirical analysis. The statistics results are the following:1. The different pilgrim characteristics have significant differences on the participant motivation, activities satisfaction and behavior intention.2. There have significant correlation between participant motivation and activities satisfaction.3. There have significant correlation between activities satisfaction and behavior intention.4. There have significant correlation between participant motivation and behavior intention.
    显示于类别:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-非營利事業管理碩士班

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