本硏究旨在探討婚紗攝影消費者的個人背景變項在購買決策之差異，以及情境因素 對婚紗攝影消費者購買決策之解釋力。本硏究以EBM(Engel, Blackwell &Miniard)決 策模式爲硏究架構，採用問卷調查法，以北部地區婚紗攝影消費者爲對象進行調查，共 回收有效問卷671份。其分析結果顯示，（1)消費者的拍攝動機以留下永恆紀念爲主， 資訊來源以親戚朋友爲主，（2)對結婚照品質、服務品質、產品價格、促銷推廣等項目 都抱持重視的態度，（3)購買滿意度介於普通和滿意之間，（4)至於情境因素，消費者都 很重視，特別是「社會環境」。（5)消費者之性別、年齡與職業在購買滿意度上有顯著差 異。（6)消費者的情境因素和購買決策具有正向相關。情境因素對北部地區婚紗攝影消 費者的購買滿意度具有11%之解釋力，其中尤以實體環境指可見的實體，如店面的設 計、擺設等用以預測滿意度最爲顯著。

The purpose of this study was to understand the difference of surrounding factors and consumers’ purchasing decision on the selected married and experienced personal characteristics. The consumer satisfaction was also investigated. Based on the decision model of Engel,Blackwell &MIniard as frame of the research, through purposive and snowball sampling 671 usable questionnaries were collected from Taipei area. Instruments included store-situation scale ’purchasing decision scale and personal background questionnaries. Data was analyzed by descriptive statistics ,t-test ,one-way ANOVA ,Scheffe’ method ,pearson correction and multiple regression. The results were as following: (1) The main motivation of consumer was memory forever for taking bridal photograph. The informations were coming from relatives and friends.
(2)Consumers were really concerning the quality of photo and service ,and promotion method ,price policies. (3) Consumer satisfaction level was scored in between normal and satisfied. (4)Consumers were very care about the store-situation especially “ social situation”. There were high positive correction between environment or social situation with purchasing decision.(5) There were significant difference of photo satisfaction for sex ,age and occupation groups. (6) Seven factors accounted 13% of variance for purchasing decision including sex ,age ’education, occupation, monthly incoming ^environment and social situation in which the environment situation was the most important one.