廟宇活動心流體驗及涉入程度對廟宇文創商品購買意願之研究

Studying the Effect of Temple Flow Experience and Involvement Degree on the Purchase Intention for Cultural and Creative Commodities

宗教為民眾精神信仰之所在，更多的廟宇已逐漸朝向商業化模式來經營，為了將廟宇文化融入民眾的日常生活，越來越多的創意融入於廟宇相關商品。本研究探討廟宇活動心流體驗及涉入程度對廟宇文創商品的購買意願的影響性採用問卷調查法。研究發現，廟宇文創商品心流體驗對消費者的購買意願具有顯著正向影響性；涉入程度對於購買意願具有顯著正向影響；廟宇文創商品心流體驗對消費者的涉入程度具有顯著正向影響性。由此可知，廟宇活動及文創商品只要能夠提高參與者的心流體驗以及涉入程度，便能引發民眾的購買意願。

The study explores the impact of flow experience and involvement in temple activities on the purchase intention of cultural and creative goods. A Google questionnaire survey method was used. The study found that the flow experience of Temple Cultural and Creative Goods has a significant positive impact on consumers’purchase intention; the degree of involvement has a significant positive effect on purchase intention; the flow experience of Temple Cultural and Creative Goods has a significant positive effect on consumers’involvement level. It can be seen that temple activities and cultural and creative products can improve the flow of experience and involvement of participants can increase people’s willingness to purchase.