休閒涉入、體驗與產品依戀影響關係之研究-以南投紫南宮為例

The Study on the Relationship of Leisure Involvement, Experience, and Product Attachment：The Case of Zi Nan Temple in Nantou

謝文山(Wen-Shan Hsieh)

指導教授 ： 沈進成

國立高雄餐旅大學/觀光學院/旅遊管理研究所/碩士(2012年)

https://doi.org/10.6825/NKUHT.2012.00057

摘要

南投縣竹山鎮紫南宮為台灣中部宗教旅遊勝地之一，因提供信眾借取發財金，祈求事業順利，相當靈驗，因而香火鼎盛別具盛名。本研究將發財金視為紫南宮的一項產品，以其遊客為研究對象，探討休閒涉入、體驗與產品依戀之間的影響關係。研究結果將包含：（1）經由因素分析將休閒涉入萃取出五個因素構面分別為：「愉悅性」、「中心性」、「象徵性」、「重要性」與「社群性」。體驗萃取出五個因素構面分別為：「情感」、「思考」、「關聯」、「感官」與「行動」。產品依戀萃取出五個因素構面分別為：「不可或缺的」、「依賴」、「認同」、「自我展現」與「不可替代的」。（2）休閒涉入以「愉悅性」為最高；體驗以「情感」為最高；產品依戀以「依賴」為最高。（3）利用單因子變異數分析且進行雪費事後檢定得知，在休閒涉入中，遊客「居住地」對於「重要性」有顯著差異，為南部地區大於中部地區；在體驗中，遊客「教育程度」對於「行動體驗」有顯著差異，為大專大於國中小，而遊客「居住地」對於「思考體驗」有顯著差異，為中部地區大於南部地區；在產品依戀中，遊客「居住地」對於「不可或缺的」有顯著差異，為南部地區大於中部地區。（4）由線性結構模式可知，休閒涉入正向產品依戀；休閒涉入正向影響體驗；體驗正向影響產品依戀；而且體驗是休閒涉入影響產品依戀的中介變數。本研究所建立的產品依戀衡量量表，將可作為後續有關產品依戀相關研究之基礎，同時研究結果也將作為旅遊產業提升遊客之休閒涉入、體驗與產品依戀的參考。

關鍵字

休閒涉入 ； 產品依戀 ； 體驗 ； 紫南宮

並列摘要

Zi Nan temple in Nantou is one of the famous religious travel places in Taiwan. Recently, it has a growing number of followers owing to the temple borrows Fa Tsai Jin to their followers for well-run business. In this research, we regard Fa Tsai Jin as a product of Zi Nan temple and tourists as research objects to explore the relationship among leisure involvement, experience and product attachment. Results of this research include the following：1. The leisure involvement, experience and product attachment are characterized separately using five major decisive factors. In the leisure involvement, they are pleasure, centrality, symbolic, importance and sociality. In the experience, they are defined as feel experience, relate experience, sense experience and act experience. In the product attachment, they are described as indispensability, dependency, identity, self-extension and irreplaceability. 2. The upmost decisive factors in the leisure involvement, experience and product attachment are pleasure, feel experience and dependency, respectively. 3. According to the results of One Way ANOVA Analysis and scheffe’s test, the hometown dwelling of tourist in the leisure involvement and product attachment both show a noticeable difference for importance and indispensability. That is, the southern area of Taiwan is higher than midland. However, the result of hometown dwelling in think experience shows the midland of Taiwan is higher than southern area. In light of the act experience, the level of education shows the people with higher education is higher than with lower education. 4. Based on linear structure relation model (LISREL), the leisure involvement is directly proportional to product attachment. The leisure involvement is directly proportional to the experience. The experience is also directly proportional to product attachment. Additionally, the experience is the mediating variables between the leisure involvement influence product attachment. In this study, the establishment of the criteria of product attachment is promising for the further product attachment research and can be used as a paradigm for the improvement of travel industry.

並列關鍵字

leisure involvement ； experience ； product attachment ； Zi Nan temple

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