| Summary: | 碩士 === 高雄餐旅學院 === 餐旅管理研究所 === 98 === This research is based upon the consumption theories developed by three scholars, Engel, Kollat and Blackwell (called EKB consumption theory) todiscuss the Consumer Purchasing Behavior with problem recognition,information search, alternative evaluation and purchase ways. This study also includes Population variable to examine purchasing behavior of the religious tourists. In terms of sampling technique, we administered the survey for the tourists around Fo Guang Shan and we successfully received 290 copies. Data derived from questionnaire was analyzed through the application of SPSS12.0, to acquire descriptive statistics, Chi-square test and ANOVA for realizing the differences existed among different Population variables in purchasing decision process, and the relations between each variable were also investigated via path analysis. Results of this study shows that the guests who have different “occupations”, “residences” and “education backgrounds” of the alternative evaluation in Fo Guang Shan shows higher purchasing intentions in the restaurant which has air-conditioners are equipped, clean place and provides tryout for free. However, for the different “age”, “sex”, “residence”, “education”, and for the “occupation” “vegetarian” and for the “willing of attending religionary activities”, they have significant differences of purchasing behavior. The advertisements from the temple''s culture activities would make effects on the purchasing decision for tourists both in the temple''s and outside of the temple''s. The result could be a reference for religion organizations, the temple and food stores for management and marketing.
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