| Summary: | 碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 99 === With the change of the times as well as rapid economic development the festivity for New Year celebrations has transformed from a simple flag-raising ceremony into various, jovial New Year Eve parties in different cities and counties. The phenomenon reveals that the grand activity for New Year is no longer limited to official celebration but provides an annual opportunity for the local government to promote the benefits of tourism and self-image. This research adopts the acquired sample data by purposive sampling from areas including Taipei 101, Yunlin Janfunsan Fancyworld and Kaohsiung Dream mall. The data were then analyzed by employing Structure Equation Model (SEM), and the focus was on the action attraction with action satisfaction in a positive way. of Taiwan New Year Eve party. The consequences of this research aims to help appeal to more participants, enhance the overall content of the activity, and therefore bring in more profits. The research results indicate that the fitness standard of the global mode and the structure fitness of the inner mode reach the statistical test level. It therefore means the theoretical model of this research is acceptable. The further analysis extended to the influence relationships between structures as follows :
(1)Action attraction has a noticeably positive influence on perceived value and action satisfaction.(2)Motivation has an apparently positive impact on perceived value and action satisfaction.(3)Perceived value has an obviously positive effect on action satisfaction.(4)By motivation action attraction analyzing the results of has partial mediating effect on action satisfaction and perceived value.(5)By exploring the results of perceived value, action attraction and motivation have partial mediating effect on action satisfaction.
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