本研究是以Fishbein 和 Ajzen（1975）提出的理論為研究架構，針對態度、主觀規範、知覺行為控制與行為意向等構面，來分析大學生在購買金門風獅爺文創商品之行為意向，探討影響大學生購買風獅爺文創商品之因素。 本研究之目的有以下二點：一、本研究運用科技接受模式分析大學生購買金門風獅爺文創產品之行為意向。二、探討影響大學生在購買風獅爺文創產品之因素。 在本研究之各構面的分析結果如下：一、受訪者對於風獅爺文創商品的態度會正向影響購買的行為意向。二、受訪者對於風獅爺文創商品的知覺行為控制會正向影響購買的行為意向。三、受訪者對於風獅爺文創商品的主觀規範會負向影響購買的行為意向。 This study is based on the theory proposed by Fishbein and Ajzen（1975）as the research framework, focusing on attitudes, subjective norms, perceptual behavior control, and behavioral intentions, to analyze college students’ purchases of Jinmen Wind Lion God’s cultural and creative products. Behavioral intentions, to explore the factors that influence college students' purchase of Wind Lion God’s cultural and creative products.The analysis results of each aspect of this study are as follows1. Respondents' attitude towards Wind Lion God’s cultural and creative products will positively affect their purchase behavior.2. Respondents’ perceptual behavioral control of Wind Lion God’s cultural and creative products will positively affect their purchase behavior.3. Respondents' subjective norms of Wind Lion God’s cultural and creative products will negatively affect their purchase behavior.
