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研究生:楊采庭
研究生(外文):Yang,Tsai-Ting
論文名稱:紀念品之五感資訊知覺對產品記憶及評估的影響
論文名稱(外文):The Influences of Perceptions toward the Souvenir’s Five-Sense Information on Product Memories and Evaluations
指導教授:張曼玲張曼玲引用關係
指導教授(外文):Chang,Man-Ling
口試委員:李家瑩林宜欣張曼玲
口試委員(外文):Li,Chia-YingLin,Yi-HsinChang,Man-Ling
口試日期:2012-07-10
學位類別:碩士
校院名稱:亞洲大學
系所名稱:休閒與遊憩管理學系碩士班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:66
中文關鍵詞:紀念品五感資訊知覺旅遊地
外文關鍵詞:SouvenirFive-sense information perceptionTourist destination
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本研究以紀念品為研究對象,旨在探討個人之五種感官資訊知覺對產品及旅遊地之記憶與評估之影響效果。過去研究指出,視覺、聽覺、味覺、嗅覺和觸覺等五種感官資訊知覺能夠影響個人之判斷與行為。因此,本研究操弄紀念品的五感資訊知覺,並進一步比較五感資訊知覺的影響。本研究之研究範疇設定在飛牛牧場及其知名的紀念品,並嘗試修正及設計飛牛牧場之紀念品,得以結合當地特色,將五種感官資訊知覺融入紀念品的設計之中。本研究之樣本包括曾經去過與未曾去過飛牛牧場者。
本研究結果發現,對於曾經去過飛牛牧場者,其聽覺資訊知覺正向且顯著地影響產品記憶;而其產品記憶能正向影響旅遊地記憶。對於未曾去過飛牛牧場者而言,研究結果發現,味覺資訊知覺能正向且顯著地影響產品的記憶。特別的是,不論是否曾經去過飛牛牧場者或未曾去過飛牛牧場者,其產品評估對於旅遊地評估具有負面的影響。本研究結果能夠連結文獻缺口,並提供實務價值策略,有助於相關業者做為設計紀念品之準則。

This study attempts to examine the influences of individuals’ perceptions about five-sense information related to the souvenir on their memories and evaluations of the souvenir and tourist destination. Previous studies indicated that the five-sense information, including sight, hearing, taste, smell and touch information, could influence individual’s judgments and behaviors. This study manipulates the five-sense information of the souvenir and further compares the influences of five-sense information. The research scope was confined to the Flying Cow Ranch and its famous souvenir. This study altered and designed the souvenir of the Flying Cow Ranch for integrating all five-sense information into the souvenir. Qualified participants included individuals who have visited and never visited the Flying Cow Ranch.
For participants who have visited the destination, the results found that the hearing information perception was positively and significantly related to the product memory. And the tourists’ product memories can further influence positively their memories toward the destination. For participants who never visited the destination, the results found that taste information was positively and significantly related to the product memory. Interestingly, participants’ product evaluation has negative impacts on the evaluations of the destination for both types of participants. The findings can link the gap of literature and provide some strategic guidelines for designing souvenirs.

第一章 緒論................................................................................1
第一節 研究背景與動機.......................................................................1
第二節 研究目的............................................................................3
第二章 文獻探討............................................................................4
第一節 五感資訊............................................................................4
第二節 產品記憶與旅遊地記憶…................................................................9
第三節 旅遊地聯想..........................................................................11
第三章 研究設計…..........................................................................12
第一節 研究架構............................................................................12
第二節 問卷設計............................................................................13
第三節 實驗工具............................................................................21
第四節 抽樣程序............................................................................23
第五節 資料分析方法........................................................................24
第四章 研究分析與結果......................................................................25
第一節 樣本特性............................................................................25
第二節 因素分析與信度、效度..................................................................27
第三節 研究結果.............................................................................30
第五章 結論與建議...........................................................................37
第一節 研究結論與建議.......................................................................37
第二節 研究限制與未來發展方向.................................................................42
參考文獻...................................................................................43
附錄一 曾去過飛牛牧場之問卷.................................................................50
附錄二 未曾去過飛牛牧場之問卷...............................................................56

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