| Summary: | 碩士 === 南台科技大學 === 休閒事業管理系 === 99 === This study to further understand the different lifestyles of the groups and their motives for souvenir purchasing behavior by qualitative interviews. The purpose of this study was exploried the relationship between the different tourists of the lifestyle motivations influence the type of souvenirs purchase and buying behavior.
The snowball sampling is used for searching the respondents, and then using the semi-structured model as a tool to do depth-interview. The depth interviews inductive analysis of respondents' purchasing behavior.
According to the research result, suggest the industry to understand of different types of customers for buying tumbler, designed one product which suitable for the public’s preferences. In the material of the products should be more strengthened, and could have memorial in the products designed, to increase consumer’s purchase desire of the product, and extend tumbler’s sales market.
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