臺灣博碩士論文加值系統

文化觀光景點因其景點具有歷史及文化意義，常吸引大量觀光客前往參觀，旅客對文化觀光景點有濃厚造訪意願，引發觀光熱潮，因而衍生出來的紀念品商機更是無限。紀念品販賣在旅遊目的地創造了許多經濟活動，紀念品對旅遊的營收創造是相當重要行為。而隨著文化觀光景點的旅遊活動的興起，對於紀念品的需求也應運而生，紀念品市場前景更是無可限量。雖然過去觀光行銷相關研究中曾針對紀念品的購買動機、產品類型等曾有探討，但卻未特別針對文化觀光景點紀念品有所著墨。故本研究是以文化觀光景點為對象，探討影響遊客購買景點紀念品之因素。
由於過去文獻曾提及產品類型、產品屬性及購買動機會影響消費者購買產品的意願，本研究以此三個面向為基礎，探討這三個構面中，確實影響遊客購買文化觀光景點紀念品意願的因素。本研究透過嚴謹的質性與量化方法來達到此目的，本研究以產品類型、產品屬性及購買動機為基礎設計訪談大綱，以深度訪談為進行資料蒐集。總計16位利害關係受訪者(紀念品販售業者3位、紀念品製造業者2位及購買紀念品之購買紀念品之消費者10位)參與深度訪談。深度訪談平均時間約69.74分鐘。成員檢核法則用以提昇及確保訪談資料的可信程度及精準程度。訪談資料分析採用內容分析法(Content Analysis)，總共歸納出12項產品類型項目、17項產品屬性因素及30項購買動機因素。評判人A與B之總intrajudge信度值為0.982及0.983；評判人C之總interjudge信度值為0.971及0.974，故歸類過程具有可信度。
本研究再以質性分析萃取初始構面為基礎，發展預試問項，並透過便利取樣收集173份樣本來進行預試。預試結果再經由探索性因素分析將之純化，以建構文化觀光景點紀念品產品屬性與購買動機的測量模型並編製成正式問卷。經過第二次的資料收集後，再以驗證性因素分析來處理便利取樣所取得的1067份樣本，並檢驗構面與題項之穩定性與模型之適配度，以得到具信、效度的穩定量表。
本研究所發展的文化觀光景點紀念品產品屬性及購買動機量表的信度達 0.981，且其測量模型兼具收斂效度與區別效度。根據研究結果，本研究萃取出文化觀光景點紀念品產品屬性為主題性、歷史性、創意美觀性、多樣性、便利性、環保教育性、趣味性、獨特性、實用性及代表當地等10個構面，文化觀光景點紀念品購買動機為代表當地、獨特性、文化認同、分享、回憶、收藏、服務人員、商店氣氛、客製化、趣味性、實用性、歷史性、促銷、同儕影響、美觀性、便利性、送禮及價值等18個構面，並且透過變異數分析結果發現文化觀光景點產品屬性與購買動機在不同旅遊特性上及人口統計變項上有差異性存在，在文化觀光景點紀念品產品屬性中，發現女性比男性更重視產品屬性，年輕族群較中年族群更重視紀念品的創意美觀、獨特、代表當地及便利性，在文化觀光景點紀念品購買動機中，發現女性較會因為各種原因影響而購買紀念品，年輕族群也較會因為紀念品的美觀、獨特、代表當地、主題性及便利性等原因購買紀念品。本研究結果除了可以給予業者實務上的建議，也可以運用本研究的結果來量測消費者對於文化觀光景點紀念品產品屬性的偏好與購買原因，以促進紀念品產業的消費經濟，甚至可以作為業者掌握消費者喜好的有用工具。除此之外，本研究亦提供重要的相關管理意涵以及對後續研究之建議。

The culture tourism spot has become popular tourist site and attracts tourists to visit in many countries worldwide. Tourists can recall and better understand history and culture by visiting culture tourism spots, where record predecessors’ life styles and the values of politics and culture. Therefore, visiting culture tourism spot is a travel experience that pursues culture education and real historic memories.
In order to tangibilize travel experiences, the purchase of souvenirs is a major tourist activity. Souvenir selling has thus become an important part of travel revenues.
However, despite the importance of souvenirs in tourism industry, there is a lack of empirical research regarding the product attritube and purchase motivation of culture tourism spot souvenirs . Although early and recent souvenirs studies provided rich and useful information, they did not examine the specific issues in our research. Consequently, the objective of this study is to explore the reasons why tourists purchase souvenir at culture tourism spot in terms of their purchase motivations and product attributes preferences
In order to achieve this goal, an in-depth interview was conducted. A total of 16 respondents (2 souvenir manufacturers, 3 souvenir vendors, and 10 general consumers) participated in the in-depth interview. The average time of in-depth interview was 69.74 minutes. A member check method was also adopted to evaluate the reliability and accuracy of interview data. Moreover, a content analysis method was used to analyze the interview data. A total of 17 attributes of souvenir product preference and 30 souvenir purchase motivation were generated from the analysis. The judge A and B’s intrajudge were 0.982 and 0.983 respectively, and the Judge C’s interjudge reliability was 0.971 and 0.974 respectively, thus the content analysis process is reliable.
In the quantitative part, 173 samples were collected for the pre-test, and 1067 examples were obtained to establish the stability of this scale. Based on the findings of this study, 10 dimensions of the souvenirs product attributes and 18 purchase motivation were obtained in this study, validity by exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). This study also exhibited discriminant validity.
The finding of this study provides important management for store owner, also could implement the scale to measure souvenirs product attribute and purchase motivation at culture tourism spots, owner could measure consumer’s preferences through this scale, and In addition, this study also provides important management implications and recommendations for follow-up studies.

摘要.................................i
ABSTRACT...........................iii
目錄.................................v
表目錄..............................vii
圖目錄................................x
第壹章 緒 論..........................1
第一節 研究背景與動機....................1
第二節 研究問題與目的....................3
第三節 研究步驟與流程....................7
第貳章 文獻回顧.........................9
第一節 紀念品相關研究....................9
第二節 文化觀光景點相關文獻...............28
第参章 研究設計.........................32
第一節 操作性定義.......................32
第二節 研究設計流程................ .....34
第三節 研究工具.........................38
第四節 研究樣本之選取與資料分析方式........45
第肆章 資料分析結果.....................49
第一節 質性樣本分析................ .....49
第二節 逐字稿複合.......................51
第三節 分析單位.........................52
第四節 質性資料分類發展與信度檢驗..........55
第五節 質性資料分析結果..................59
第六節 量表純化........................94
第七節 敘述性統計分析...................107
第八節 信度檢驗........................110
第九節 驗證性因素分析...................111
第十節 量化分析........................122
第伍章 研究結論與建議...................186
第一節 研究結論與建議...................186
第二節 管理意涵........................205
第三節 後續研究建議.....................209
參考文獻..............................210
附錄A 深度訪談題綱.....................219
附錄B 分析單位小卡片...................223
附錄C Judge分析單位分類................224
附錄D 正式量表.........................225
作者簡歷................................231

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井上忠司(1987)，「現代みやげ文化考」鶴見俊輔編著『現代風俗通信〔77～86〕』
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