| 摘要: | 中文摘要
本研究以民俗挽面文化體驗動機與體驗行為進行研究。希望瞭解參與挽面體驗動機、體驗行為之間的關係，並分析挽面文化的需求，以供挽面文化業者的未來性及學術單位參考。
研究以18歲至55歲女性族群為研究對象，採用問卷調查法與便利取樣(convenience sampling)方式，利用自編之「民俗挽面文化體驗動機與體驗行為之研究問卷」為研究工具，施測問卷共130份，有效回收104 份，回收率80.0％。在資料處理方面，以描述性統計、信度分析、效度分析、因素分析、t檢定、單因子變異數分析及相關分析等統計方法考驗三個假設，綜合研究結果發現：
一、「體驗動機」現況分析各構面平均數均大於3.0，顯示各構面皆呈中上水準。體驗動機各分構面中，以「自我興趣」平均數4.15最大，其次是「社交關係」，最小的是「他人推薦」。
二、「體驗行為」現況分析各構面平均數均大於2.94，顯示各構面皆呈中上水準。體驗行為各分構面中，以「行動體驗」平均數3.51最大，其次是「關聯體驗」，最小的是「情感體驗」。
三、整體「體驗動機」會因教育程度、婚姻狀況、職業與月收入而有顯著差異；「體驗動機」各分構面會因年齡、教育程度、婚姻狀況、職業與月收入而有顯著差異。
四、整體「體驗行為」會因年齡、與月收入而有顯著差異；「體驗行為」各分構面會因年齡、職業與月收入而有顯著差異。
五、「體驗動機」整體與「體驗行為」整體間並無相關性存在；但「體驗動機」各構面與「體驗行為」各構面間存在相關性，其中「自我興趣」與「情感體驗」、「他人推薦」與「情感體驗」間存在顯著正相關關係。
據上述結論與發現，提出具體建議，以供挽面文化業者及後續研究之參考。
關鍵詞：挽面、體驗動機、體驗行為
Abstract
The study was investigated the experiential motives and behavior on the folk pull faces. The relationship between experiential motives and behavior was investigated and the demand of pull faces culture was analyzed to provide the pull faces operators and academic unit as a reference.
The research object was female population from 18 to 55 years old and used questionnaires and convenient sampling methods as study method and self-made questionnaires as research tools. Total 130 questionnaires were sended and 104 questionnaires were recovered effectively. The recovery rate was 80.0%. In the aspect of data processing, three hypotheses were test by descriptive statistics, reliability analysis, validity analysis, factor analysis, t-test, single-factor variance analysis, and correlation analysis.
The result found as below descriptions.
1.The current situation of the experience motives is analyzed. The average number of each facet is greater than 3.0, indicating that each facet is in the upper middle level, the average number of self-interests is 4.15, followed by social relationships, and the smallest is recommended by others.
2.The current situation of the experience behavior is analyzed. The average number of each facet is greater than 2.94, indicating that each facet is in the upper middle level, the average number of the action experience is 3.51, followed by the associated experience, and the smallest is the emotional experience.
3.The overall experience motives is significantly different due to education level, marriage, occupation and monthly income; each sub-facet has significant differences due to age, education level, marriage, occupation and monthly income.
4.The overall experience behavior is significantly different due to age and monthly income; each sub- facet has significant differences due to age, occupation and monthly income.
5.There is no correlation between the overall experience motives and the overall experience behavior; however, there is a correlation between the various facets of experience motivation and experience behavior. Among them, there is a significant positive correlation between self-interest and emotional experience, and between recommended by others and emotional experience.
Based on the above conclusions and findings, specific recommendations are made for the reference of the cultural industry and follow-up research.
Key words：Pull faces, experience motives, experience behavior |
