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

Abstract

Purpose-The 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.