本研究透過問卷調查及二元選擇質性反應模式(Logit Model)，分析觀光客購買決策過程前三階段之行爲及影響921震災前後觀光客購買農特產品決策之因素。主要研究目的有三：(1)藉由問卷之調查，瞭解觀光客之基本特徵及其在觀光景點的消費特性；(2)分析觀光客購買決策過程前三階段之行爲及其考量因素；(3)確認影響921震災前後至南投縣旅遊及購買決策之因素。問卷總計發放500份，回收之有效樣本486份。 研究結果發現：(1)觀光客前往南投旅遊目的爲「純旅遊休閒」；(2)購買農特產品金額以「500~1000元」爲主；(3)需求確認階段受「距離太遠」、「容易塞車」及「交通不便」因素影響；(4)「地震陰影」因素已不具顯著性；(5)資訊蒐集階段受「折頁目錄」、「旅遊網站」、「視聽媒體」及「專人解說」因素之影響；(6)方案評估階段受「旅遊時花費固定金額消費」、「購買金額」、「家人」、「銷售人員」及「過去經驗」影響；及(7)人口統計變數受「居住地」與「職業」影響。

Via Logit Model, this paper is aimed at analyzing the three previous stages of the tourist purchase behavior and identifying the factors affecting the tourists purchased willingness before and after the 921 earthquake. The total sample size are 500. Finally, 486 are used by this paper. The main research purpose is three: (1) With the investigation of the questionnaire, find out about the tourist's essential feature, and the consumption characteristic in the sightseeing resort; (2) It is analysed that the tourist buys the behaviors of three stages before decision-making process, and consider the factor; (3) To the factor of travel and purchase decision in Nantou County before and after confirming influencing 921 earthquakes. Based on the empirical results, the major findings are listed as following: 1. The tourists spend their holidays in Nantou only for recreation and relaxation. 2. The amount of the money spent on the farm products is mostly between 500 NTs and 1000 NTs. 3. In the course of confirmation, too long a distance, traffic jams, and traffic inconvenience influence their choice making. 4. The 921 earthquake is no longer a main concern. 5. Catalogues, traveling websites, audio-visual media and personal explanations will influence information gathering. 6. In the stage of the case the fixed consumption in traveling, the purchase amount of money, the past experience of the family and salesmen are taken into consideration. 7. The statistic variables of the population are under the influence of living locations and occupations.