客家意象情緒量表之研究： 以客家意象圖庫為例

Abstract

文化意象經常透過象徵的文化符碼來型塑。客家意象係透過語彙、特徵與符號等組構，進而賦予客家人文、生態等呈現其意象。本研究以情緒模組（PAD）為理論基礎，透過客家意象圖庫與量表發展程序的建構、驗證方法等，發展一個具有信度與效度的客家意象情緒量表，研究結果歸納「心怡」、「純樸」、「懷古」等三項測量構面，共計十七個測量問項。客家意象情緒量表可以做為客家意象議題的量化工具，亦可協助客庄業者衡量人們對其產品設計、官方網站等客家意象所反應的情緒。建議客庄業者多利用客家意象說故事、持續組構人們對客家文化的記憶，提升人們對客家意象的正向情緒，讓客家意象不斷為客家文化加值，邁向榮耀客家、藏富客庄的理想。

Cultural images are often shaped by symbolic cultural codes. Hakka image communicates online and offline; hence, Hakka image varies because of environmental changes. The purpose of this study is to develop and validate the Hakka image emotion scale based on a case of aesthetic Hakka image bank. According to the PAD emotional state model, this study creates a Hakka image emotion scale based on an exploratory factor analysis and confirmatory factor analysis. The Hakka's image emotion scale consists of “Joyful,” “Simplicity,” and “Vintage” three distinct dimensions, which generated 17 items on the scale. The results of this empirical study help Hakka researchers and industrial managers measure people's emotions about Hakka image effectively. It is also expected that Hakka image creates higher performance growth for Hakka cultural industry.