計畫行為理論對觀賞表演藝術行為意圖之研究

Abstract

本研究以計畫行為理論為基礎，探討表演藝術觀眾之觀賞行為意圖。研究工具編製是透過國內外觀眾觀賞行為之相關研究文獻，並加入消費者涉入程度之變項，設計出「表演藝術現場觀眾觀賞行為意圖調查問卷」，並進行專家效度分析，建構本問卷各量表之題項；經過預試結果，顯示出良好的信度。正式問卷總共發放600份，扣除無效填答問卷，共計回收548份，佔回收問卷之95.1%。最後並以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關與結構方程模式來建構並分析表演藝術現場觀眾觀賞行為模式，所得結果如下：一、目前觀賞表演藝術的人口，以女性、有學習表演藝術經驗的人居多、觀眾之教育程度集中在大專校院、在表演藝術活動上平均每月花費在五百元以內。二、觀眾主要以女性大專校院生之觀賞「涉入程度」最為肯定，且最容易受朋友、同學影響，而影響觀眾進場觀賞與否主要原因是來自家庭。三、表演藝術觀眾觀賞行為意圖量表之各變項與行為意圖皆達顯著水準，「態度」、「主觀規範」、「知覺行為控制」、「涉入程度」皆呈現高度相關。四、表演藝術現場觀眾觀賞行為模式，符合各適配度指標之標準，而其中「涉入程度」最能影響行為意圖，其次為「態度」、「知覺行為控制」，最後為「主觀規範」。本研究以舞蹈、音樂、現代戲劇、傳統戲曲為量化研究對象，建議未來可增加質性的部分，並在未來研究做縱向、跨年度、跨季之研究；以不同種類的表演藝術觀賞行為模式進行比較研究，驗證並建構更完整紮實的觀賞行為模式。

The purpose of this study was to explore the behavioral intention of spectators in the field of performing art based on the theory of planned behavior (TPB). The research tools was compiled with the related research and the expert’s opinion, and it showed that a high reliability and validity from the pilot study. Descriptive statistics, one-way ANOVA, Pearson product-moment correlation and structural equation modeling (SEM) were used in covariance and were to analyze the behavioral intention of spectators in performing art. The results were as follows: First, those female who had learned performing art with college degrees were the main population of watching performing art and they spent 500 dollars per month on watching the performing art activities. Second, the “involvement” in the female college students had the most significant explanatory power to the behavioral intention and their friends and classmates had great influences on their watching behavior. Third, the results showed that variables “attitude”, “subjective norms”, “perceived behavioral control” and “involvement” were highly related the behavioral intention. Fourth, “Involvement” was the most explanatory variable to behavioral intention and following were “attitude”, “perceived behavioral control” and the last one was “subjective norms”. The quality research object of this study focused on the field of dance, music, modern theater and traditional drama. The quality part and the longitudinal researched are recommended to being parts of the future study. To compare different types of performing art is also a greater way to construct a complete behavioral intention study.