| 摘要: | 1994年文建會提出社區總體營造政策，希望重建一種社區意識與文化觀光形式的理想文化產業，但隨著體驗經濟時代的來臨，消費者著重於感覺的追求。因此，本研究以新港奉天宮商圈為主題，透過行銷策略觀點，探討消費者對此商圈的體驗，以及當地民眾對此媽祖文化產業的參與程度。並利用因素分析、單因子變異數分析、Scheffe多重比較檢定、Pearson相關分析及迴歸分析等方法進行分析研究，所得之研究成果主要有下列四項：1.消費者、居民與店家對於新港印象最深刻的地方為熱鬧的宗教活動盛況、小吃文化、蓬勃的藝文交流活動。2.居民與店家對於新港奉天宮的宗教活動會積極熱心參與，包括參加大甲媽祖繞境進香外與毎年正月十五日繞境出巡。3.在消費者部分，不同學歷之消費者對行銷策略、形象商圈認知與消費者體驗變項之看法有顯著性差異。並進一步分析，行銷策略、形象商圈認知對消費者體驗有顯著影響性存在，顯示當消費者對形象商圈認知愈高，則體驗程度愈高。4.在居民與店家部分，不同居住的地點之居民(店家)對行銷策略、形象商圈認知與參與態度變項之看法有顯著性差異。並進一步分析，行銷策略、形象商圈認知對參與態度有顯著影響性存在，表示居民和店家對行銷策略、形象商圈認知看法愈趨向正面認同，則居民的參與態度愈高。
In 1994, the Council for Cultural Affairs of Republic of China (ROCCCA) promoted the policies towards community empowerment and intended to reconstruct the perfectible cultural industry, which are merged with community consciousness and cultural tourism. Nowadays, due to the era of the experience economy, the consumers attend to their impressions for the purchases. Therefore, this study was proposed to investigate the trading areas around the Fong Tian Temple in Singang Township in terms of the viewpoint of marketing strategy, and surveyed the consumers' experiences of the trading areas, as well as the local residents' participation attitudes to the cultural industries towards Mazu. The consequences of this study are specified as below:1. The major purpose of consumers' visit to Singang Township is for tourism and religion. Furthermore, the occasion of religious activities, the traditional snacks, and the flourishing exchanges of arts and cultures made the profoundest impressions on the consumers.2. The local residents and merchants participated in the religious activities with enthusiasm, that is, they did not only participate in the activities of incense offering itineraries, but also participated in the activities of inspection tours on 15, January of the Lunar calendar for each year.3. According to the consumers with different residences and educational backgrounds, there are significant differences among their viewpoint about the marketing strategies. Moreover, the consumers with different educational backgrounds possessed significantly different viewpoints about the perceptions of image trading area, as well as the consumers' experiences. Additionally, due to the detail demonstrations in this study, marketing strategies, perceptions of image trading area correlated significant influences with consumers' experiences. It illustrated that the higher the consumers' perceptions of image trading area, the more the consumers' experiences.4. According to the residents and merchants with different educational, residences and occupations, there are significant differences among their viewpoint about the variable of marketing strategies. Moreover, the residents (merchants) with different ages and residences possessed significantly different viewpoints about the variable of perceptions of image trading area, as well as the participation attitudes among the residents (merchants) with different ages, educational backgrounds, and residences. Additionally, due to the detail demonstrations in this study, marketing strategies and perceptions of image trading area correlated significant influences with participation attitudes. |
