动漫节庆意象量表开发与维度测量——以中国国际动漫节为例

Animation Festival Image: Scale Development and Dimensional Measurement

本文综合文献研究与深度访谈,编制了动漫节庆意象量表,并以中国国际动漫节为研究案例,采用探索性因子分析与验证性因子分析对动漫节庆意象量表进行了实证检验。实证结果表明:(1)动漫节庆认知意象量表具有较好的信效度,它是一个多维变量,可由动漫意象、活动意象、名人名企意象及配套意象构成;(2)动漫节庆意象量表具有较好的信效度,可由认知意象与情感意象构成;(3)动漫节庆情境下,动漫节庆认知意象对情感意象存在显著的正向影响。

As an important content of city culture and city culture creative industry, Animation festival can make a contribution to city culture image. However, the dimensional measurement of animation festival image has not yet concern in the related academic. Based on literature study and in-depth interview, this study develops the scale of animation festival image.In order to test the scale, a total of 266 valid festival tourists collected on the scene of China International Cartoon and Animation Festival as data input.The empirical results show that:(1)The scale of animation festival cognitive image has good reliability and validity,which can be divided into animation image, activity image, celebrity & enterprise image and corollary image;(2)The scale of animation festival image has good reliability and validity, which can be divided into cognitive image and affective image;(3)In the setting of animation festival, cognitive image is an important antecedent variable of affective image.