本研究是在動機理論下，加入文化衝擊作為中介變數，探討民眾參與金門坑道音樂節之動機與行為意圖。有別於傳統上使用以共變數為基礎的結構性方程模型（Covariance-Based Structural Equation Models，CB-SEM），本研究以結構性方程模型-偏最小平方法（Partial Least Square Structural Equation Models，PLS-SEM）進行分析，以解決取得實證樣本數太少的問題。本研究利用網路問卷調查，共取得289份資料，其中有效問卷為163份，無效問卷為126份，有效百分比率為56%。實證研究主要結果如下：參與金門坑道音樂節的動機會顯著的正向影響行為意圖；參與金門坑道音樂節的動機亦會顯著的正向影響文化衝擊；參與金門坑道音樂節的文化衝擊會顯著的正向影響行為意圖，以上結果與既存文獻之結果相同。最後，希望藉由此研究問卷調查結果，能提供改善意見給爾後年度辦理「金門坑道音樂節」活動時所參考，也希望將金門的特色文化與景點，藉由表演活動能延續下去，讓更多民眾可以看見金門的特色文化。 This study is based on the motivational theory and uses culture shock as an intermediary variable to investigate the relationship between motivation and behavioral intentions of people participating in the Kinmen Tunnel Music Festival. In order to solve the limitation caused by small sample size, this study uses partial least square structural equation models（PLS-SEM）instead of covariance-based structural equation models (CB-SEM) to do the empirical studies. An online questionnaire is used in the study. There are 289 data being collected in total, including 163 valid questionnaires and 126 invalid questionnaires, with a valid response rate of 56%. The main results of the empirical research are as follows: the motivation to participate in the Kinmen Tunnel Music Festival has a significantly positive impact on behavioral intentions; the motivation to participate in the Kinmen Tunnel Music Festival also significantly and positively affects the culture shock; the cultural shock of participating in the Kinmen Tunnel Music Festival can positively influence behavioral intentions, and the above results are the same as those in the existing literature. According to the results, it is hoped to provide suggestions to related organizations for the improvement of future Kinmen Tunnel Music Festival. Through the annual performance of Kinmen Tunnel Music Festival, I also in hope that the characteristic culture and attractions of Kinmen can be passed on and seen by more people.
