The Effects of Behavioral Intention on Din Tou Cultural Performers’ Perceived Value and Spiritual Health in Temple Fairs

PurposeThe purpose of this research is to investigate the relationships between Din Tou cultural performers’ perceived value, spiritual health, and behavioral intentions. Research methodology-The online Google questionnaires were distributed and convenient sampling method was used for investigating through the temple fair activities and also issued online questionnaires in the Din Tou training centers in the central of Taiwan. 255 valid questionnaires were returned, and effective response rate was 91%. The data was analyzed by using Confirmatory Factor Analysis (CFA) and Structural equation modeling (SEM). Findings-The research results show that the perceived value of the Din Tou cultural performers has a positive impact on both spiritual health and behavioral intentions, and spiritual health also has a positive impact on behavioral intentions. Din Tou performers obtain spiritual satisfaction through their understanding the culture and the value brought by cultural performances. When the temple fair activities are attractive enough and the Din Tou performances are more meaningful, the Din Tou performers will further deepen their impression of Din Tou and enhance their sense of participation.


Introduction The Research background and motivation
Din Tou which is a "leader of the parade" in the temple festival, "provide a way for Taoist gods to inspect the area they are in charge of and hear the grievance of passing spirits" (EVA LOH, 2022). Since an agricultural society to today, people in Taiwan have extremely been devout in their religious beliefs. When the gods' birthdays or temple fairs are held, a series of performances will be held to celebrate the blessing of the gods' protection. Tsai (2007) points out that the number of temple fair-related activities are held every year in Taiwan is extremely frequent, even as high as more than 15,000 times. With the evolution and the improvement of cultural standards, Din Tou cultural performances is an indispensable role in temple fair celebrations. Din Tou is a folk art performance group that participating in the parade in the temple fair activities, and the performance are all dynamic (Huang, 2001). Nowadays, traditional folk skills have gradually withered ways, and the predicament they have faced is "inheritance". In the early days, traditional cultural arts performances were usually passed down from generation to generation. However, with the growth of age, the aging of folk arts performers usually need the young generation to take over the inheritance. In recent years, folk craftsmen have faced economic difficulties in their lives, resulting in young people do not inherit and making traditional craftsmanship gradually enter the history. Now, the modern young people have different views on the orientation of Din Tou culture even Din Tou culture was in response to folk belief activities. Most of the young people who join Din Tou cultural groups are dropouts or marginalized groups with broken families. They subjectively misunderstand that they are a castaway group, but participating in battle can gain a sense of belonging and regain the value of self-realization (Chiang, 2014).
In Din Tou culture, the performers must have basic trainings, such as rehearsal of steps, gestures, and formations. The Din Tou's face paint and costume are full of religious elements. These young people who participated in the cultural performance of Din Tou felt the incarnation of the gods, obtained spiritual comfort, and gained the attention from others, so as to have self-worth in the society. However, when these young people lost their roles as the spokespersons for the gods, small number of the members created social problems that is because of some temples managed their members poorly. People have negative perception of Din Tou cultural performers because they think Din Tou cultural performers often gather together for bad behavior, such as loafing, fighting, gambling, drinking, or taking drugs that directly affects the sacred significance of Din Tou cultural performances in religion. With the evolution, the culture of Din Tou in various places is constantly seeking new and changing, integrating with modernization, and transforming the original cultural spirit into a more diverse cultural.
Many traditional Din Tou cultural performance groups have jumped out of the traditional performances, and then performed on the international stages and even showed performances in the form of TV drama, movie story writing, and documentaries. Din Tou cultural performances make performers feel that there are gods and spirits in heaven and earth, make people believe in the connection between men, gods, and nature, develop their potential and surpass themselves, make life more meaningful, and have a positive and significant impact on behavioral intention (Chen, 2020;Yeh, 2019). Zeithaml (1998) defined perceived value as the customer's overall assessment of the utility of a product based on the point of view of giving and taking. This research considers that it is an overall assessment of the perceived utility of Din Tou performers' performance and the perceived utility that represents a trade-off between giving and receiving. In this study, the perceived value is considered to be an added value generated by the performer's subjective norm through the performance behavior. Therefore, this research takes Hsieh's (2018) definition that perceived value is as "the trade-off between perceived benefits and costs paid by Din Tou culture performances, as well as the feelings after performance activities and overall evaluation". Parasuraman and Grewal (2000) proposed that perceived value has four dimensions, acquisition value, transaction value, value of use, and salvage value. Chen (2003) and Lee (2004) pointed out that different types of values will affect performers' choice behavior, and types of performers' values can explain their motivations behind their choice of Din Tou. From the literature review, three dimensions of perceived value in this study are utilitarian value, emotional value, and social value.
Behavioral intention refers to the index of subjective behaviors that weigh the possible actions to be implemented in the future. When the behavioral intention is stronger, it reflects the individual's willingness to take a specific behavior (Fishbein & Ajzen, 1975;Ajzen,1991;Baker & Crompton, 2000). Ajzen (2002) believes that behavioral intention is an individual's subjective judgment of the tendency to act in the future. This concept comes from attitude theory. The attitude towards Din Tou culture is the performer's overall evaluation, which plays an important role of whether he has loyalty to the Din Tou culture, or whether he is willing to introduce others to join, will be shown in his behavior. Zeithaml, Berry, and Parasuraman (1996) pointed out that behavioral intentions can be divided into positive and negative behavioral intentions. If the performers have positive behavioral intentions, the performers will generate and support Din Tou culture, and they will work harder to show their potential. On the contrary, they will choose to leave Din Tou or deny the existence of the value of Din Tou culture. Based on the definitions of Fishbein and Ajen (1975) and Jang and Feng (2007), the behavioral intention in this study is that performers will be satisfied with their physical, mental, and spiritual health because of the perceived value of participating in the Din Tou culture.
One of the motivations of this study is what the inner feelings that the Din Tou cultural performers have after performing and whether it will affect the behavior of the performers. In addition, whether the perception of Din Tou cultural performances will affect spiritual health, making them constantly surpass their own thoughts, and then affect their behavioral intentions to engage in cultural activities is also the question in this research. research purposes, and research structure. The hypotheses of this research are as follows, and the research framework shown as Figure 1.
H1: The perceived value of the Din Tou cultural performers has a significant impact on spiritual health. H2: The perceived value of the Din Tou cultural performers has a significant impact on behavioral intention. H3: The spiritual health of the Din Tou cultural performers has a significant impact on behavioral intention. H4: Whether the perceived value of the Din Tou cultural performers influences behavioral intention through the mediated effect of spiritual health.

Figure 1 Research framework 4 Research methods Research participants
The purpose of this study is to investigate the perceived value of Din Tou cultural performers, the related situation of spiritual health, and the influence on behavioral intention. The young people in the central of Taiwan participated in the Din Tou cultural performances of temple fairs are the research objects. The convenience sampling method was used for the survey and a total of 232 valid questionnaires were returned, and effective response rate was 91%.

Research tools
The content of the questionnaire in this research includes background variables of the performers, which refer to the literature by Chiu (2012), Chung (2013) and Wu (2020), and formulated to meet the needs of the purposes of this research in order to further analyze and understand the basic characteristics of the participants during the research process. The background variables of the performers are including the gender, age, marital status, personal average monthly income, and education level of the performers. The second part is the perceived value scale, which refers to the literature by Chen (2003), Lee (2003), Sung (2004), and Ha and Jang (2010), which includes three dimensions, utilitan value, which evaluates the value of Din Tou cultural performers in their price and performance; emotional value, which evaluates the emotion or emotional evoked by Din Tou cultural performance; and social value that evaluates overall judgment or expected performance of Din Tou cultural performers' superiority.
The third part is the spiritual health scale, which refers to Weng (2017) and Howden (1992), includes "the purpose and meaning of life", "inner resilience", "a sense of unity", and "transcendence". The participants answered according to their actual feelings and the higher the participants' scores, the higher the level of spiritual health. The fourth part is the behavioral intention scale, which refers to Hsu (2012), re-modified the items to "behavioral intention scale of Din Tou cultural performance" as the measurement of this research. 5-point Likert Scale is used in this research, with 1 to 5 points for "strongly disagree", "disagree", "neutral", "agree", "strongly agree".

Research Results and Discussion Confirmatory Factor Analysis (CFA)
According to Hair et al. (2009), the factor loading value of each dimension should be greater than 0.7, which presents that has convergent validity. After deleting items that did not meet the scholars' suggested criteria, the behavioral intention factor loading ranging from 0.860 to 0.944, met the criteria. The perceived value after correction, the factor loading of each item is between 0.743 to 0.923; the spiritual health after correction, the factor loading of each item is between 0.871 to 0.909, which meets the standard above 0.7 recommended by Hair et al. (2009), shown as Table 1.
In addition, Table 1 shows that the t value of each item is greater than 1.96, which indicates each item is in significant level (Chiu, 2003). The CR value of each dimension is between 0.955~0.985, which meets the standard above 0.7 recommended by Hair et al. (1998), which indicates that each dimension has good internal consistency. The AVE value of each dimension is between 0.763~0.841 that complies with the convergence validity  Table 2, the AVE value of each dimension after square root is greater than the correlation coefficient with the corresponding dimension, which indicates that the variables have discriminant validity.

Structural equation modeling, SEM
The results of the causal relationship estimates for each potential variable are shown in Table 3. The significance test of each path takes t value > 1.96, p value < 0.05, as the critical value, which indicates whether the casual relationships between the variables reach significant levels. Table 3   According to the results of Table 4, the paths of research model directly and indirectly affect the relationships. Perceived value has direct and positive effect on spiritual health and behavioral intention. The coefficient values are 0.898 and 0.881, that indicate H1 and H2 are established. In addition, perceived value has a direct and positive effect on behavioral intention through spiritual health. The coefficient value is 0.546 that indicates H4 is established. Moreover, spiritual health has direct and positive effect on behavioral intention. The coefficient values are 0.608 that indicates H3 is established. To sum up, the hypothesis H1 to H4 of this research are all established, and the path analysis diagram is shown in Figure 2.  Figure 2 The diagram of path analysis R 2 represents the degree of potential internal interpretation of the model. In Table 5, R 2 of spiritual health and behavioral intention are 0.807 and 0.848 that representing that the model has moderate-high of predictive power. In addition, Cronbach's α of dimensions are all above 0.8 with good model fit; the overall model fit of this research is 0.663 with a good model fit.

Discussions
The results of this study show that hypotheses H1~H4 are all established that indicates the discussed in detail as follows, Table 6.

Perceived value of Din Tou cultural performers has a significant positive impact on spiritual health
According to the results of this study, the perceived value of performers of Din Tou has a positive impact on spiritual health, which means that when performers realize Din Tou culture is a valuable activity for them. Through participating in activities, they can get a sense of satisfaction and pleasure. When they experience the fun brought by the activities, they can also improve their goodwill towards the activities. Not only that, but also make these participants feel meaningful, which may also become the spiritual support and inner strength of some people, making them more energetic to go through the difficult moments in life. As shown by Hsiao et al. (2007), a higher level of perceived value involvement will lead to a healthier body and mind.

Perceived value of Din Tou cultural performers has a significant positive impact on behavioral intention
With the higher the perceived value, the more willing Din Tou cultural performers are to participate in activities. As pointed out in the study by Chen and Chen (2017), consumers choose to buy products because of their perceived value. Because of the recognition of the Din Tou cultural value, they want further to participate in the activities, and even share these cultural activities with others.

Spiritual health of Din Tou cultural performers has a significant positive impact on behavioral intention
Through the performers' participation in Din Tou cultural performances, it can be regarded as a certain realization of faith. Many people believe that faith is also one of the stable and important forces in people's hearts. Taoist culture is prevalent in Taiwan, many people have influenced and closely related to it since childhood, and it may also make performers participate in activities because of their beliefs. Because of their personal involvement, they can gain more satisfaction in body and mind. Villan et al. (2019) also found that people's religious piety and belief is an important factor in improving personal subjective well-being and life satisfaction.

Perceived value of the Din Tou cultural performers has a mediating effect through spiritual health and can indirectly influence behavioral intention
The results also show that perceived value not only directly affects behavioral intentions, but also indirectly affects behavioral intentions through spiritual health. This study determined that because performers have a good perceptual cognitional of Din Tou culture, they are healthier in their bodies and mind that is because they are healed from participation and willing to devote their efforts and actions to participate.

Conclusion and suggestions Conclusions
1. The perceived value of the Din Tou cultural performers has a direct and positive impact on spiritual health. The Din Tou performers obtain a sense of satisfaction and having a health body and mind through the awareness of the culture and the value brought by the cultural performances and they will continue to participate in this activity. 2. The perceived value of the Din Tou cultural performers has a direct and positive impact on behavioral intentions. When the Din Tou cultural activities are attractive and performances are more meaningful, not only believers admire, but also give performers a sense of satisfaction and feeling participating in cultural activities is meaningful. 3. The spiritual health has a direct positive impact on behavioral intentions. Din Tou cultural performances obtain spiritual satisfaction through understanding the culture and the value brought by cultural performances. Having a healthy body and mind makes them enthusiastic about the Din Tou performances and more passionate about continuing to participate in this event. 4. The perceived value of Din Tou cultural performer has mediating effect through spiritual health and indirectly influences behavioral intentions. Din Tou cultural performances have led to the understanding of spiritual health through the valuable of Din Tou cultural, and they think that it is meaningful to engage in this activity that positively affects the performers' willingness to engage in Din Tou cultural performances.

Suggestions
1. Academic advice This study explores the relationship among performers' perceived value, spiritual health, and behavioral intentions. However, the factors affect individual intentions. Therefore, this study suggests the follow-up research should focus on other possible influencing factors. For example, young people are mostly involved in Din Tou performances in Taiwan. For them, social influence and others' supports may be an important backing for their continued participation, which can be further research. 2. Practical advice It is suggested that the government should pay much attention on the local temple cultural activities. In addition, central government and local government departments assist and support local celebration activities, regularly and irregularly guide temples to hold Din Tou cultural performances and competitions that promote the Chinese folk culture and performances, and not let the precious cultures decline.
The meaning of cultural spirit of Din Tou has always remained unchanged. If it can be accepted by the public, more people can identify it, get rid of the bad social perception of Din Tou in the past, government can promote it, and increase the acceptance by changing, transformation, integrating multiculturalism, and creating a new look on the international stages, the promotion of Din Tou culture will be greatly improved and the cultural performances have a sense of mission of inheritance