本文研究探討殯葬服務創新對消費者購買意願影響之研究－以皇穹陵紀念花園的九宮格塔位為例。主要參與研究的對象分別為皇穹陵的殯葬主管、有採用經驗的消費者、無採用經驗的消費者及宗教師等，本文對研究對象進行深度訪談，以瞭解皇穹陵紀念花園九宮格塔位設施顧客購買意願影響情形。本文研究針對九宮格塔位分成兩大主題來進行分析：一、殯葬服務創新方向，二、消費者購買意願等兩大主軸進行分析。本研究主要討論的項目為：（一）探討九宮格塔位發展現況與問題、（二）瞭解消費者及殯葬主管對於九宮格塔位之看法（三）瞭解消費者對九宮格塔位的需求與購買意願，進而綜合前述分析結果，提供各方參考建議。 本研究採質性研究取向，以「立意取樣」選取研究參與者，「深度訪談法」與「文獻分析法」作為蒐集研究資料之主要方法，而研究參與者可分為殯葬服務業者、有採用九宮格塔位經驗之消費者、無採用九宮格塔位經驗之消費者及宗教師等四種訪談對象。 本研究歸納出以下三項結論： 一、 九宮格塔位之推出並非來自業者的利益考量。 二、 九宮格塔位現階段發展優缺點並存。 三、 消費九宮格塔位商品之客戶肯定設計理念 本研究並提出二項建言： 一、 提供參與體驗多元服務，優化拋撒作法程序，創造新葬俗。 二、 九宮格塔位客製化，以拓展客群，立足殯葬來未市場。 This paper studies the influence of innovative design of funeral and funeral service providers on consumers' purchasing willingness-taking the Nona-Grids Niche of the Imperial Huang-Qiong-Ling Memorial Garden as an example. The main participants of the study are the managers, experienced consumers, inexperienced consumers and religious teachers of the Imperial Huang-Qiong-Ling Memorial Garden. This paper conducts in-depth interviews with the research subjects in order to understand the Imperial Huang-Qiong-Ling Memorial Garden. This paper focuses on two main themes: first, the innovation direction of funeral service, and second, the consumer's purchasing intention. The main items discussed in this study are: (1) to explore the current situation and problems of the development of the Nona-Grids Niche; (2) to understand the views of consumers' and funeral directors on Nona-Grids Niche. (3) to understand the consumer's demand and purchase intention for Nona-Grids Niche, and then to integrate the above analysis results and provide reference suggestions for all parties. This study adopts qualitative research orientation, using ＂intentional sampling＂ to extract participants, and ＂in-depth interview＂ and ＂participatory observation＂ as the main methods to collect research data. The participants can be divided into four types: funeral service providers, consumers who have adopted the experience of the Nona-Grids Niche, consumers who have not adopted the experience of the Nona-Grids Niche and religious teachers. This study concludes the following three conclusions: (1) the launch of the Nona-Grids Niche is not a market consideration from the industry. (2) the pros and cons are mixed in the current situation of the Nona-Grids Niche. (3) those who have experience in using the Nona-Grids Niche are affirmed. This study also proposes two suggestions: (1) Provide multiple services for participation and experience, optimize the procedure of throwing method and create a new burial custom. (2) Nona-Grids Niche is customized to expand the customer base, and based on the funeral market.
