本校學位論文庫
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陈禧瑶
薛勛月
國際旅遊與管理學院
國際酒店管理碩士學位課程(中文學制)
碩士
2024
寺廟背景下盲盒產品對遊客購買意願的影響
The influence of blind box products on tourists' purchase intention in the context of temples
寺廟經濟 ; 寺廟旅遊 ; 盲盒產品 ; 好奇心 ; 宗教信仰
Temple economy ; temple tourism ; blind box products ; curiosity ; religious beliefs
隨著寺廟旅遊在年輕人之間逐漸“走紅”，年輕對寺廟文創產品的購買意願也大大增加。近幾年來，從杭州靈隱寺的隨緣福袋佛珠手串十八籽，永福寺的隨緣咖啡“慈杯”，珠海金台寺的“桐木魚”，潮州寺廟的隨緣“福袋”，在寺廟中，憑藉“緣分”也就是不確定性的獲得產品的形式，引起年輕人對於寺廟文創產品的探索欲，吸引年輕人紛紛前往“打卡”。
本研究在借鑒前人研究成果的基礎上，通過大數據分析與實驗法設計探討寺廟的盲盒類型產品能否引起旅遊者的購買意願，以及好奇心和旅遊者的宗教信仰程度在其中的作用機制。研究發現，當宗教信仰程度越高的旅遊者更偏向於購買盲盒類型產品，而宗教信仰程度不那麼高的消費者則偏向於購買普通產品，本研究根據最終研究成果並結合現實情況，為寺廟及旅遊酒店相關市場提供了一些建議與參考。
本研究在借鑒前人研究成果的基礎上，通過大數據分析與實驗法設計探討寺廟的盲盒類型產品能否引起旅遊者的購買意願，以及好奇心和旅遊者的宗教信仰程度在其中的作用機制。研究發現，當宗教信仰程度越高的旅遊者更偏向於購買盲盒類型產品，而宗教信仰程度不那麼高的消費者則偏向於購買普通產品，本研究根據最終研究成果並結合現實情況，為寺廟及旅遊酒店相關市場提供了一些建議與參考。
As temple tourism gradually becomes popular among young people, their willingness to purchase temple cultural and creative products has also greatly increased. In recent years, from the random lucky bag Buddhist beads bracelet with eighteen seeds at the Lingyin Temple in Hangzhou, the random coffee "CI BEI" at the Yongfu Temple, the "Tongmu Fish" at the Jintai Temple in Zhuhai, to the random "lucky bag" at the Chaozhou temples, in the temples, the form of obtaining products through "fate" or uncertainty has aroused young people's desire to explore the temples' cultural and creative products, and attracted young people to "check in" in droves.
Based on the results of previous studies, this study uses big data analysis and experimental design to explore whether the blind box-type products of temples can arouse tourists' purchasing intention, as well as the role of curiosity and tourists' religious beliefs. The study found that tourists with higher levels of religious beliefs are more inclined to buy blind box products, while consumers with lower levels of religious beliefs prefer to buy ordinary products. Based on the final research results and combined with the actual situation, this study provides some suggestions and references for the temple tourism-related market.
Based on the results of previous studies, this study uses big data analysis and experimental design to explore whether the blind box-type products of temples can arouse tourists' purchasing intention, as well as the role of curiosity and tourists' religious beliefs. The study found that tourists with higher levels of religious beliefs are more inclined to buy blind box products, while consumers with lower levels of religious beliefs prefer to buy ordinary products. Based on the final research results and combined with the actual situation, this study provides some suggestions and references for the temple tourism-related market.
2025
中文
64
致謝 IV
摘要 V
Abstract VI
圖目錄 IX
表目錄 X
第一章 緒論 1
1.1 研究背景 1
1.2 研究目的 3
1.3 研究意义 3
1.3.1 理論意義 3
1.3.2 實際意義 4
1.4 研究結構 4
第二章 相關文獻綜述 7
2.1 寺廟旅遊 7
2.2 盲盒在酒店與旅遊業的運用 9
2.3 好奇心 13
2.3.1好奇心的定義與相關研究 13
2.3.2好奇心與不確定性 14
2.3.2好奇心與購買意願 15
2.4 佛教與信仰 16
第三章 研究設計 22
3.1 文本分析 22
3.2 實驗法 23
3.2.1 研究設計 23
3.2.2 問卷設計 23
3.2.3 預測試 25
3.3 研究方法 26
第四章 數據分析 27
4.1 词频与词云分析 27
4.2 樣本人口統計學特征分析 30
4.3 信度分析 31
4.4結果與討論 32
4.4.1 操作檢驗和現實檢查 32
4.4.2 回归分析 33
4.4.3 假設檢驗 33
第五章 結論與啟示 36
5.1 結論 36
5.2 理論貢獻 36
5.3 實踐貢獻 37
5.4 研究不足與未來研究方向 40
參考文獻 41
作者簡歷 52
附 錄 53
摘要 V
Abstract VI
圖目錄 IX
表目錄 X
第一章 緒論 1
1.1 研究背景 1
1.2 研究目的 3
1.3 研究意义 3
1.3.1 理論意義 3
1.3.2 實際意義 4
1.4 研究結構 4
第二章 相關文獻綜述 7
2.1 寺廟旅遊 7
2.2 盲盒在酒店與旅遊業的運用 9
2.3 好奇心 13
2.3.1好奇心的定義與相關研究 13
2.3.2好奇心與不確定性 14
2.3.2好奇心與購買意願 15
2.4 佛教與信仰 16
第三章 研究設計 22
3.1 文本分析 22
3.2 實驗法 23
3.2.1 研究設計 23
3.2.2 問卷設計 23
3.2.3 預測試 25
3.3 研究方法 26
第四章 數據分析 27
4.1 词频与词云分析 27
4.2 樣本人口統計學特征分析 30
4.3 信度分析 31
4.4結果與討論 32
4.4.1 操作檢驗和現實檢查 32
4.4.2 回归分析 33
4.4.3 假設檢驗 33
第五章 結論與啟示 36
5.1 結論 36
5.2 理論貢獻 36
5.3 實踐貢獻 37
5.4 研究不足與未來研究方向 40
參考文獻 41
作者簡歷 52
附 錄 53
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隨著寺廟旅遊在年輕人之間逐漸“走紅”，年輕對寺廟文創產品的購買意願也大大增加。近幾年來，從杭州靈隱寺的隨緣福袋佛珠手串十八籽，永福寺的隨緣咖啡“慈杯”，珠海金台寺的“桐木魚”，潮州寺廟的隨緣“福袋”，在寺廟中，憑藉“緣分”也就是不確定性的獲得產品的形式，引起年輕人對於寺廟文創產品的探索欲，吸引年輕人紛紛前往“打卡”。
本研究在借鑒前人研究成果的基礎上，通過大數據分析與實驗法設計探討寺廟的盲盒類型產品能否引起旅遊者的購買意願，以及好奇心和旅遊者的宗教信仰程度在其中的作用機制。研究發現，當宗教信仰程度越高的旅遊者更偏向於購買盲盒類型產品，而宗教信仰程度不那麼高的消費者則偏向於購買普通產品，本研究根據最終研究成果並結合現實情況，為寺廟及旅遊酒店相關市場提供了一些建議與參考。
