| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 104 === In recent years,the implementation of 5-working-day scheme,people increasingly pay attention to leisure activities, Maizuru tableland is situated in the Hualien-Taitung Rift Valley, gradual to face the transform of tourist tea plantation,In the government current endeavors to promote local agricultural specialties.
This study aims to discuss the relationship among buying motive, situational factors and experiential marketing on purchase intention. The subjects of this study were tourists in Maizuru Tourist Tea Plantation, there are 430 questionnaires, and 396 are valid, effective return rate is 92.1%. The obtained data was analyzed by reliability and validity analysis, demographic variable analysis, T-test, One-way ANOVA, Pearson product-moment correlation and Path analysis using SPSS statistical analysis software.
The results found in this study are as follows: 1. The primary tourists in the study are middle class college graduates who hold service positions. 2. In terms of consumer behavior, most participants purchase tea souvenir once a
year for themselves and most of them keep the expense under 500 NT. 3. Tourists background characteristics of demographic regard purchase motives, situational factors, experiential marketing and purchase intention differently. 4. Purchasing motive, situational factors, experiential marketing as well as purchase intention all have positive effects among the group. 5. The results of path analysis shows that situational factors such as experiential marketing and purchase motives have the greatest impact on purchase intent. In other words, by securing and strengthening the situational factors for tourists, they will have a better intent to purchase.
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