Abstract
Abstract This research examines three types of universities in Taiwan to discuss the factors that influence campus cultural and artistic activity effects and establishes a structure model. In this research, university students are the target group for nonprofit organizations (NPOs) that regard cultural and artistic activities as products or services. The study used message contact, emotion, cognition, message evaluation, and attitude toward the activity as the influence factors. The relationships among these factors along with student participatory intention, participation behavior, and activity effect were then explored. The results show that each influence factor affects student willingness to participate, which leads to different levels of participation and effectiveness. Moreover, there are hierarchical relationships between the influence factors and effects. Copyright © 2007 John Wiley & Sons, Ltd.
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