探討地方特色產業認知、顧客滿意度與購買意願之關係-以集集鎮伴手禮為例

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題名:	探討地方特色產業認知、顧客滿意度與購買意願之關係-以集集鎮伴手禮為例
作者:	胡乃韻
貢獻者:	休閒與遊憩管理學系碩士在職專班
關鍵詞:	地方特色產業、認知、顧客滿意度、購買意願、Local specialty industry、cognition、customer satisfaction、purchase intention
日期:	2018
上傳時間:	2018-07-11 01:00:53 (UTC+0)
出版者:	亞洲大學
摘要:	近年來政府致力於推動觀光發展，各縣市商業會也開始推動縣市特色伴手禮的選拔活動，選拔出具有地方特色、創新或具獨特風格品味的台灣伴手禮，但事實上，並非每樣伴手禮皆能傳遞深厚的旅遊地印象，當消費者在選購某樣產品時，會考量自身對商品認知的程度高低，決定是否購買此產品(Pine，2004)。本研究欲探討地方特色產業在推廣消費者對其的認知後，進而探討是否對顧客滿意度與購買意願有顯著的影響，並連結這幾個變項間的關係。研究對象以南投市集集鎮伴手禮為例，研究方法採問卷調查的方式，受測者以造訪集集鎮之遊客為主，一共發放250份問卷，有效問卷為212份，並經由統計軟體SPSS進行資料分析。分析顧客在地方特色產業認知、顧客滿意度、購買意願間的關聯。研究結果顯示：1.地方特色產業認知會正向影響顧客滿意度，表示當消費者對地方特色產業認知越多時，其對伴手禮的顧客滿意度也會越高。2. 地方特色產業認知會正向影響購買意願，表示當消費者對地方特色產業認知越多時，其對伴手禮的購買意願也會越高。3. 顧客滿意度會正向影響購買意願，表示當顧客滿意度越高時，其對伴手禮的購買意願也會越高。4.顧客滿意度對地方特色產業認知與購買意願之間具有中介效果。 In recent years, the government is committed to promoting the development of tourism. The county and city commercial associations have also started to promote the selection of local specialties. They have selected Taiwanese specialties with local characteristics, innovations, or unique tastes. However, in fact, not every kind of lo-cal specialty can convey a deep impressions for tourists. When consumers purchase certain product, they consider if they are familiar with the product and decide wheth-er to purchase this product (Pine, 2004). This research aims to explore local charac-teristic industries on the promotion of consumer awareness and then explore whether there is a significant impact on customer satisfaction and purchase intention, and es-tablish links between these variables. The research data were collected from questionaires. The subjects were mainly visited tourists in Jiji Town. A total of 250 questionnaires were distributed, 212 valid questionnaires were analyzed by statistical software SPSS20.0. The purpose of the research is to analyze the relationship between customer experience value, customer satisfaction, and purchase intention. The research findings reveal that: 1. The recognition of local characteristic industry will positively affect customer satisfaction, indicating that when consumers have more knowledge of local characteristic industries, the higher customer satisfaction come with local specialties. 2. The recognition of local characteristic industries will positively affect the willingness to purchase. In other words, when consumers have more knowledge of local characteristic industries, the higher willingness to purchase local specialties will be. 3. Customer satisfaction will positively affect the purchase intention, indicating that when the customer satisfac-tion is higher, the higher purchase intention of local specialties will be. 4. Customer satisfaction has an intermediate effect on the recognition of local characteristic industries and purchase intention.
顯示於類別:	[休閒與遊憩管理學系] 博碩士論文

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