- 學位論文
遊客決策購買行為之研究-以高雄佛光山為例
The Research of Consumer Buying Behavior- A Sample for Fo Guang Shan Monastery
摘要
本研究引用Engel, Kollat ＆ Blackwell三位學者提出之消費理論（簡稱EKB消費理論），以需求認知（problem recognition）、資訊尋求（information search）、選擇評估（ alternative evaluation）購買（purchase）四變數，並加入人口統計變數為干擾變數，來探討宗教觀光遊客購買行為。以便利抽樣進行問卷調查，針對佛光山寺院內、外的遊客發放，共回收290份問卷，回收問卷以SPSS12.0統計軟體分析，並使用描述性統計、卡方檢定、單因子變數異分析，分析不同人口統計變數在購買決策過程的差異性，及徑路分析分析架構中各變數之因果關係。經本研究對高雄佛光山的實證結果發現：一、佛光山遊客決策評估中，遊客對於有冷氣、衛生及試吃試用的餐廳會有較高的購買意願。二、在寺院外購買產品的意願上，購買最多的是麵食及自助餐，三、在寺院內購買意願最高的是佛祖公仔紀念品。四、並發現不同「年齡」、「性別」、「居住地區」與「教育程度」的遊客在購買決策上無顯著差異。五、不同「職業」、「茹素與否」及「參與宗教活動的意願高低」對於購買決策過程有顯著差異。六、廣告效果會透過寺院文化活動而影響遊客對於寺院內、外的購買決策。期結果能為宗教相關單位或佛光山寺院內、外餐飲店家作未來規劃管理或行銷活動之參考。
並列摘要
This research is based upon the consumption theories developed by three scholars, Engel, Kollat and Blackwell (called EKB consumption theory) todiscuss the Consumer Purchasing Behavior with problem recognition,information search, alternative evaluation and purchase ways. This study also includes Population variable to examine purchasing behavior of the religious tourists. In terms of sampling technique, we administered the survey for the tourists around Fo Guang Shan and we successfully received 290 copies. Data derived from questionnaire was analyzed through the application of SPSS12.0, to acquire descriptive statistics, Chi-square test and ANOVA for realizing the differences existed among different Population variables in purchasing decision process, and the relations between each variable were also investigated via path analysis. Results of this study shows that the guests who have different “occupations”, “residences” and “education backgrounds” of the alternative evaluation in Fo Guang Shan shows higher purchasing intentions in the restaurant which has air-conditioners are equipped, clean place and provides tryout for free. However, for the different “age”, “sex”, “residence”, “education”, and for the “occupation” “vegetarian” and for the “willing of attending religionary activities”, they have significant differences of purchasing behavior. The advertisements from the temple's culture activities would make effects on the purchasing decision for tourists both in the temple's and outside of the temple's. The result could be a reference for religion organizations, the temple and food stores for management and marketing.