臺灣博碩士論文加值系統

在臺灣，伴手禮的意義，由早期聯繫情感之禮物，已被賦予行銷意涵，成為商業行銷各地方特產之專有名詞，提供多樣性的選擇。因遊客與伴手禮業者對於伴手禮商品特性、商店屬性等有不同考量，本研究藉由對遊客需求之理解，讓業者藉由瞭解遊客的伴手禮屬性偏好，進而訂定有效之經營策略。故以造訪台南之遊客為研究對象，探討不同旅遊特性之遊客對於伴手禮商品特性、商店屬性偏好與購買意願間之關係。
本研究於2011年5月16日至28日期間於台南赤崁樓及安平老街採便利抽樣方式進行問卷調查，共計回收有效問卷304份。資料分析方法使用描述性統計、信度分析、因素分析、獨立樣本t 檢定、單因子變異數分析及迴歸分析、來加以檢測並驗證本研究目的與研究假設。
研究結果發現，遊客所偏好之伴手禮商品特性可分為「商品具設計感」、「商品價值性」及「商品美學設計」；遊客所偏好之伴手禮商店屬性分別為「服務與形象屬性」、「商店地點屬性」及「環境與選擇屬性」；不同旅遊特性之遊客對其伴手禮商品特性及商店屬性偏好有顯著影響；遊客對伴手禮商品特性及商店屬性之認知對購買意願有顯著影響。最後，綜合研究結果，提出具體建議，供有關單位與伴手禮業者進行伴手禮商品行銷、商店規劃參考之用。

The purpose of this study was to investigate the relationships between travel characteristics, product attributes, store attributes and purchase intention; and to analyze what souvenir attributes and store attributes will influence tourists’ purchase intention. Data were collected from 350 tourists who had traveled to Chihkan Tower. There were 304 valid questionnaires. Using factor analysis, three dimensions, Design, Unique, and Aesthetic selection, were extracted from 9 attributes of the gift products, and, three dimensions, Image and sales associate, Location and Product display, were extracted from 10 attributes of the gift stores. Results indicated that purchase intention was significantly and positively influenced by local product attributes and store attributes. In this way, retailers can provide a pleasurable and profitable selling environment benefiting the tourist and the economy of the tourist destination.

表 目 錄 vi
圖 目 錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 5
第三節 研究範圍與對象 7
第四節 研究內容與流程 8
第二章 文獻探討 10
第一節 伴手禮 10
第二節 伴手禮的商品特性 16
第三節 伴手禮的商店屬性 20
第四節 購買意願 24
第三章 研究方法 28
第一節 研究架構 28
第二節 研究變數之操作型定義 28
第三節 研究假說 29
第四節 問卷設計 32
第五節 樣本與資料收集 35
第六節 資料分析方法 36
第七節 問卷預試 37
第四章 統計結果與分析 40
第一節 樣本描述 40
第二節 問卷之信度與效度檢測 46
第三節 假設檢定結果 51
第五章 結論與建議 60
第一節 研究結論 60
第二節 研究建議 62
參考文獻 64
一、中文部分 64
二、英文部分 67
附錄：問卷 76

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