921地震前後觀光客購買農特產品決策之研究-南投縣個案

A Case Study on the Tourist Purchasing Decisions for Farm Products in Nan-Tou County under Considering 921 Earthquake

李敏蕙(Meen-Huey Lee)

指導教授 ： 黃萬傳

亞洲大學/管理學院/經營管理學系碩士班/碩士(2005年)

摘要

近年來，由於農產品市場結構改變，促使國內農特產品的生產、製造、儲存及銷售隨之調整。尤其我國於2001年加入世界貿易組織後，生產條件受先天限制的農特產品，更受嚴重衝擊；農政單位積極改善農業結構，結合傳統農業與觀光產業。南投縣以農立縣，素有觀光大縣之美稱；然九二一地震讓南投縣受創最嚴重，於相關單位積極重建與推動觀光，觀光人數明顯成長，觀光產業逐漸回春。
本研究透過二元選擇質性反應模式(Logit Model)，分析觀光客購買決策過程前三階段之行為及確認影響九二一震災前後觀光客購買農特產品決策之因素。問卷總計發放500份，回收之有效樣本486份。
研究結果發現：(1)觀光客前往南投旅遊目的為「純旅遊休閒」；(2)購買農特產品金額以「500~1000元」為主；(3)需求確認階段受「距離太遠」、「容易塞車」及「交通不便」因素影響；(4)「地震陰影」因素已不具顯著性；(5)資訊蒐集階段受「折頁目錄」、「旅遊網站」、「視聽媒體」及「專人解說」因素之影響；(6)方案評估階段受「旅遊時花費固定金額消費」、「購買金額」、「家人」、「銷售人員」及「過去經驗」影響；及(7)人口統計變數受「居住地」與「職業」影響。

關鍵字

921地震 ； 觀光客 ； 農特產品 ； 購買決策

並列摘要

With the market structural changes of the farm products in recent year, the production, making, storage and sale of the domestic farm products vary in turn. Above all, the farm products confined to the preliminary restriction conditions have suffered a great shock since the joining of the WTO in 2001. The government sectors have tried every means possible to improve the current structure and to transform traditional farm pathems into the new one combined with the touring industry.
Nan-Tou County has been famous for its great tourism. Agriculture plays an important role in its development. However, it was damaged most severely during the 921 earth quake. With the active reconstruction and the tourism promotion, the number of the tourist has been on the increase. The touring industry is becoming prosperous.
Via Logit Model, this paper is aimed at analyzing the three previous stages of the tourist purchase behavior and identifying the factors affecting the tourists purchased willingness before and after the 921 earthquake. The total sample size are 500. Finally, 486 are used by this paper.

Based on the empirical results, the major findings are listed as following:
1.The tourists spend their holidays in Nan-Tou only for recreation and relaxation.
2.The amount of the money spent on the farm products is mostly between 500 NTs and 1000 NTs.
3.In the course of confirmation, too long a distance, traffic jams, and traffic inconvenience influence their choice making.
4.The 921 earthquake is no longer a main concern.
5.Catalogues, traveling websites, audio-visual media and personal explanations will influence information gathering.
6.In the stage of the case the fixed consumption in traveling, the purchase amount of money, the past experience of the family and salesmen are taken into consideration.
7.The statistic variables of the population are under the influence of living locations and occupations.

並列關鍵字

921 Earthquake ； Tourist ； Farm products ； Consumer decision processing

參考文獻

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