許多研究探討觀眾為何出席表演藝術，主要是聚焦於動機理論與市場需求的變化，在實務上去抓緊這些有特定動機的觀眾群被視為是行銷人員的重要任務，然而，觀眾的動機並不能完全作為出席預測的指標，行銷人員必須考量更多其他可能制約出席的因素來制定行銷策略，即透過消費者的角度思考購票與參與行為可能涉及的風險感受。縱使消費者擔心的可能是多餘的，但此一風險感受確實影響了消費者出席的決策。本研究旨在探討民眾對表演藝術出席感受到的知覺風險，以因素分析來萃取得到設施、內容、社會性、主觀印象與便利成本五個構面，並透過差異與迴歸分析檢視背景屬性與涉入程度帶來可能的影響，共183份調查問卷回收後進行量化分析與討論。研究結果發現：
(一)不同知覺風險在性別、年齡、教育程度、年表演藝術花費上，皆無顯著的差異，值得一提的是學歷較高者，較在意便利成本的風險，值得未來探討(二)隨著個人對表演藝術的涉入感受上升，所在意的整體知覺風險則明顯增加，其中設施與社會性的考量是涉入較深者愈趨在意的。由研究發現可以推論民眾在做出席決策時，主要在乎的風險類別與特性，有助於行銷人員在實務上納入考量。對於表演藝術團體而言，除了重視演出內容的品質外，更重要的是提供給觀眾一些線索來解決不同面向的知覺風險，並有效地增加出席率，以達觀眾開發與降低觀眾流失的重要使命。

Much effort on audience participation research has been greatly focused on motivational factors and changes in market demand. It is also regarded a key responsibility of arts marketing managers to engage audience of different motives. However, audience research is never unidimensional. The answer we get usually depends on the question we asked. While motivation might be one of the predictors for audience participation but on the other hand, what prevents people from attending arts should receive equal attention if we wish to improve marketing programs. The aim of this study therefore is to explore perceived risks in performing arts event attendance along with their association with personal involvement in the arts. Factor Analysis identified five dimensions of perceived risks including facility, content, social identity, subjective impression and cost of convenience. Subsequent analyses by way of variance and regression were conducted to examine the relationships between risks and respondents’ demographics, as well as degree of involvement in arts. Based on the data collected in the study, the results of the research are in the followings:
The results of the research indicate that (1) perceived risks do not vary among people of different gender, age, education and annual spending on arts. Except that people with higher education seem to care more about cost of convenience. (2) The degree of perceived risks is significantly related to respondents’ involvement in arts and those who have higher involvement in arts pay more attention to the risks related to facilities and social identity in particular. The research contributes to our understanding toward perceived risks in audience participation and in the hope to help arts managers with their decision marking in allocating marketing resources. At the end practical implications and future directions of the research are discussed.

第壹章、緒論……………………………………………………………1
第一節 研究背景與動機…………………………………………...1
第二節 研究目的…………………………………………………...3
第三節 研究流程…………………………………………………...4
第貳章、文獻討論與假說發展…………………………………………5
第一節 知覺風險…………………………………………………...5
第二節 涉入理論與發展………………………………………….13
第參章、研究設計……………………………………………………..16
第一節 研究架構………………………………………………….16
第二節 操作型定義與衡量指標………………………………….17
第三節 研究範圍與對象………………………………………….21
第四節 資料分析方法…………………………………………….22
第五節 問卷設計與回收結果…………………………………….24
第肆章、 資料分析與討論…………………………………………….26
第一節 樣本資料與敘述統計…………………………………….26
第二節 涉入與知覺風險因素之萃取…………………………….27
第三節 個人屬性在知覺風險類型的差異……………………….41
第四節 涉入對知覺風險的影響………………………………….45
第伍章、結論與建議…………………………………………………. 46
第一節 學術與實務意涵………………………………………… 47
第二節 研究限制與後續方向…………………………………… 49
參考文獻………………………………………………………………. 50
附錄一 問卷……………………………………………………………58
附錄二 知覺風險相關係數表…………………………………………61
附錄三 知覺風險因素分析整理表樣式二……………………………62

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