遊客美食伴手禮購買行為之前置因素與中介因素探究

Investigating Tourists' Food Souvenir Purchasing Behavior: The Antecedents and the Mediating Factor

本研究意圖瞭解遊客美食伴手禮購買的前置因素以及中介因素。整合性地探討遊客對美食伴手禮之價格促銷的知覺、包裝設計的知覺與品牌知名度對遊客實際購買美食伴手禮行為的主效果，並延伸探究在主效果之間的中介機制。本研究蒐集資料採用問卷調查方式，採用多元階層迴歸分析法檢驗本研究假說。本研究實證結果指出，在主效果部分，在互相控制了三個前置因子（對於產品價格促銷的知覺、對於產品包裝設計的知覺與對於產品品牌知名度的知覺）之下，遊客對於美食伴手禮之價格促銷的知覺、包裝設計的知覺、品牌知名度皆是顯著正向影響遊客實際購買行為;尤其是遊客對美食伴手禮之價格促銷的知覺能夠對於遊客實際購買行為產生最強的解釋力。此外，在中介效果部分，遊客美食伴手禮之購買意圖對於主效果皆分別產生了部分中介的關係。最後，本研究提出研究限制，並提供觀光業與食品業實務建議。

This study attempted to investigate the antecedents and the mediating factor for tourists' purchasing behavior for food souvenir. The perceived price promotion, the perceived packaging design and brand awareness toward the food souvenir were considered to be the antecedents for the tourists' purchasing behavior for food souvenir. Furthermore, the mediating factor was also investigated. Hierarchical Multiple Regression was adopted for the hypothesis testing. Research findings indicated the following: For the main effect, the perceived price promotion, the perceived packaging design and brand awareness all significantly and positively influenced tourists 'purchasing behavior for food souvenir when all of them were interdependently controlled. In particular, among these antecedents, the perceived price promotion explained the most variance in tourists 'purchasing behavior for food souvenir. For the mediating effect, the tourists' purchase intention for food souvenir partially mediated the above main effects. Finally, this research offered the practical implications for food souvenir merchants in the tourism and food industry.