- 學位論文
彪琥台灣鞋故事館遊憩體驗與產品購買意願之研究
A Study on the Recreational Experience and Products Purchase Intension in PUHU Taiwan Shoes Factory Tours
摘要
摘要 學號：M10067011 論文名稱：彪琥台灣鞋故事館遊憩體驗與產品購買意願之研究 總頁數： 130 學校名稱：國立屏東科技大學系（所）別：景觀暨遊憩管理研究所 畢業時間及摘要別：102 學年度第1 學期碩士學位論文摘要 研究生：潘瑾貞 指導教授：毛冠貴 博士 洪淑玲 博士 論文摘要內容： 本研究旨在探討彪琥台灣鞋故事館的遊憩體驗與產品購買意願。透 過文獻回顧、問卷調查、深入訪談所得之資料，以描述性統計量、t檢定、 積差相關、單因子變異數等統計方法，進行遊客的遊憩體驗與產品購買 意願之同意度分析。研究結果顯示，彪琥台灣鞋故事館遊憩體驗四項構 面同意度的平均值為3.95，其中以教育與知識功能(4.11)為最高，其次 分別為健康功能(4.09)、遊客服務(3.90)、路標及館方設施(3.69)。遊 憩體驗四項構面中：教育與知識功能讓遊客了解到鞋子與身體健康的關 聯性；健康功能使遊客體認到彪琥的足弓墊能幫助足部舒適；遊客服務 中員工的服務態度良好，不至於造成遊客購買產品的壓力；路標及館方 設施上需改善路標指引功能與製程館的機械操作聲。經多元逐步迴歸分 析得知，遊憩體驗四項構面對產品購買意願的整體解釋力為61.3%，其中 教育與知識功能的解釋量53.2%最高。本研究最後就經營者及後續研究者 兩方面提出建議，以提供未來規劃彪琥台灣鞋故事館遊憩體驗活動之參 考。 關鍵字：觀光工廠、遊憩體驗、產品購買意願、教育、足部健康
並列摘要
II Abstract Student ID：M10067011 Title of thesis：A Study on the Recreational Experience and Products Purchase Intension in PUHU Taiwan Shoes Factory Tours Total page：130 Name of Institute：National Pingtung University of Science and Technology Graduate Institute of Landscape Architecture and Recreation Management Graduate date：January, 2014 Degree Conferred：Master Name of student：Pan, Chin-Chen Adviser：Mao, Guan-Guay Ph. D. Hong, Shu-Ling Ph. D. The contents of abstract in this thesis： The objective of this research is aimed to investigate the recreational experience and products-purchasing intension of visitors after touring the Puhu Taiwan Shoes Factory Tour. Through literature review, questionnaire survey and the deep interviews, this research was statistically analyzed for the degree of agreement of recreational experience and products-purchasing intension by using the descriptive statistics, t-test, product-moment correlation, and single factor analysis of variance. Results showed that the mean value (3.95) of degree of agreement for visitors was obtained from all four aspects of recreational experience. The highest degree of agreement (4.11) in educational and knowledgeable functions was found, followed by the degree of agreement (4.09) in health function, 3.90 in visitors’ service, 3.69 in route sign and post and factory facilities. Within the four aspects of recreational experience, Visitors can realize the connection between shoes and the physical health through the functions of education and knowledge. III Foot health can be experienced by the arch of the foot pads made by Puhu from the aspect of health function. Visitors’ pressure of purchasing products could be relieved because of good service manner provided by company’s employee. Improvements of road route instruction sign and machinery noise within the shoes-making room were needed. From the results of multiple step-wise regression analysis, the 61.3% of whole explanatory power was obtained from the four aspects of recreational experience, and the 53.2% of explanatory power from the functions of education and knowledge was the highest. Based on this research, suggestions have been proposed to company’s mangers and subsequent researchers as the reference in planning the recreational experience activity in the Puhu Taiwan Shoes Factory Tour. Key words：Tourism factory, Recreational experience, Products purchase intension, Education, Foot health