中文摘要 本研究旨在了解紙箱王創意園區遊客行為模式,進而探討紙箱王創意園區顧客對產品的知覺價值。本研究以紙箱王創意園區大坑店為研究範圍,以參與活動調查法進行調查,並以立意抽樣法抽取現場440名遊客為研究的對象,於2010年三月,四個假日進行問卷的發放。在資料分析方面,以敘述性統計分析、獨立樣本t檢定、卡方檢定進行資料分析處理。分析結果如下: 一、 紙箱王創意園區的遊客中,以女性所感受到的知覺價值最高;在年齡上以21~30歲最高;教育程度上以大學最高;職業上以學生最高;可支配金額上則以10,001~25,000最高。 二、 遊客的消費行為中,如何得知紙箱王的消息以親友家人推薦居多;到紙箱王的次數以1次居多;介紹其他親友到紙箱王的原因以產品特殊居多;到紙箱王的目的以參觀居多;最喜歡紙箱故事館的產品以燈飾居多;最喜歡包裝故事館的產品以客製化產品居多;最喜歡的餐飲以精緻套餐居多;消費金額以200~400元居多;重遊意願以是居多。 三、 遊客特性與知覺價值的分析中顯示,不同年齡和不同教育程度的遊客在知覺價值上有著顯著的差異,其餘則無顯著差異。
Abstract The purpose of this study is to realize the mode of tourists behavior in Carton King Creative Park, then to investigate customers’ perceived value of the product. The range of this study is limited to Dakeng shop of Carton King Creative Park. We use the survey of activity participation, and the objects of this study are 440 on-site tourists drawed by purposive sampling. Questionnaires were issued in four holidays of March 2010. We use descriptive statistics, t-test, and chi-square test to analysis data. The results are as follows: 1. Among the tourists in Carton King Creative Park, those who feel the highest perceived value are females, the ages are 21~30 years old, the level of education is college, the occupation is student, the dispensable amount are 10,001~25,000 dollars. 2. In consumer behavior, the majority of tourists know about Carton King Creative Park from their relatives and friends, go to Carton King Creative Park for the first time, recommend Carton King Creative Park to their friends for product’s particularity, go to Carton King Creative Park for visiting, like the products most in Carton Story House are pendants, like the products most in Packing Story House are customized products, like the dinings most are delicated packages, spend 200~400 dollars totally, revisit intension is yes. 3. In the analysis of tourist character and perceived value, tourists that have different ages and different levels of education have significant differences in perceived value, while other tourist characters don’t.