臺灣博碩士論文加值系統

在旅遊行程中,遊客時常會出現購買紀念品習慣。因此本研究試著以Gordon(1986) 提出的兩大紀念品購買型態—紀念旅程、贈送親友,探討當遊客選擇紀念品時,兩種購買型態對購買意願的差異,並驗證製造國的干擾效果。以及當遊客身處不同旅遊國與本國時,面對相同紀念品的購買意願差異,並加入購買型態探討干擾效果。本研究是以大學生為對象,透過受測者間的實驗設計,採隨機情境抽樣進行四個研究驗證四項假設。 研究結果顯示,當遊客購買紀念品時,紀念旅程的購買意願會高於贈送親友,主要是由 於前者的紀念品價值高於後者;而在製造國開發程度高低的干擾下,不同的購買型態出 現顯著差異,亦即製造國為已開發國家時,購買型態之購買意願差異增加,而開發中國 家則差異縮小;此外,相同紀念品的購買意願則會受到旅遊效果之影響使得不同旅遊國 與本國出現差異。並且在紀念品購買型態的干擾下,作為紀念旅程時,不同旅遊國與本國差異增加。然而,贈送親友時則無明顯差異。

In the journey, tourists are used to purchase souvenirs. Therefore, this study is according to Gordon (1986) observed that two main types of souvenir purchasing, memory and gift-giving, and attempts to explore the difference of purchase intention toward them and examine the moderating effect by manufacturing country-of-origin. Furthermore, this study also seeks to the purchase intentions of the same souvenir between foreign countries and home country and the outcome when these are moderated by types of souvenir purchasing. Four studies were conducted to verify the hypotheses using between-subjects experimental designs. University students were recruited as research subject via convenience sampling.
The results suggested memory was higher than gift-giving because of the higher value of souvenir. Secondly, when the souvenirs have made of developed countries, the difference of purchase intention will be increasing; on the contrary, developing country will be decreasing. In addition, the purchase intention of the same souvenirs will be affected by traveling effect. At last, there was only the results of the moderating effect of memory showed purchasing intention differences will exist among different traveling countries and home country.

書名頁 i
論文口試委員審定書 ii
中文摘要 ii
英文摘要 iv
誌謝 v
目錄 vi
表目錄 viii
圖目錄 ix
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 3
第三節 研究目的 4
第貳章 文獻探討與研究假設推論 5
第一節 紀念品購買型態 5
第二節 使用價值與交換價值 8
第三節 製造國 9
第四節 旅遊效果 10
第五節 研究假設推論 13
第參章 研究方法 20
第一節 研究驗證架構 20
第二節 變項的操作性定義 21
第三節 研究設計 23
第肆章 研究結果分析 31
研究一 不同的紀念品購買型態之購買意願差異分析 31
研究二 產品製造國對紀念品購買型態之購買意願的干擾效果 33
研究三 旅遊效果對紀念品購買意願之差異分析 36
研究四 紀念品購買型態的干擾效果 38
第伍章 結論與研究意涵 42
第一節 研究結論 42
第二節 理論貢獻 44
第三節 管理意涵 45
第四節 研究限制與未來研究方向 46
參考文獻 47
附錄一 前測問卷 52
附錄二 正式問卷 57

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