A Study on Participation Motivation, Experience Perception and Behavioral Intention-A Case of Taipei 101 New Year Eve Party

• Main Authors: Chao I Lee, 李昭儀
• Other Authors: Wen Guu Lei
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/n8nng2

碩士 === 大葉大學 === 運動健康管理學系 === 103 === This study explored the relationships between participation motivation, experience perception, and behavioral intention, and analyzed the differences between these three variables. A questionnaire survey by purposive sampling was conducted on the New Year Eve Party participants with different background variables. A total of 380 questionnaires were distributed, and 366 valid samples were retrieved, with a valid return rate of 96%. The findings are as follows: (1) the participants are mostly female, single, aged 30-39 years old, have a monthly income of more than $40,000 NTD, and reside in cities or township outside of Taipei; (2) the “activity attractiveness” in the dimension of participation motivation is rated the highest, the “sensory experience” in the dimension of experience perception is rated the highest; (3) the participants’ marital status, age group, and monthly income have a significant influence on the participation motivation and experience perception; (4)the participants’ participation motivation has a significant and positive influence on their experience perception, and their experience perception has a positive influence on their behavioral intention.