Memory? Gift-giving?─Purchase Intention of Souvenir

• Main Authors: LIN, CHING-HSUAN, 林婧萱
• Other Authors: CHEN, LIANG-CHIN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/24158521970399593942

碩士 === 國立高雄餐旅大學 === 觀光研究所 === 105 === In the journey, tourists are used to purchase souvenirs. Therefore, this study is according to Gordon (1986) observed that two main types of souvenir purchasing, memory and gift-giving, and attempts to explore the difference of purchase intention toward them and examine the moderating effect by manufacturing country-of-origin. Furthermore, this study also seeks to the purchase intentions of the same souvenir between foreign countries and home country and the outcome when these are moderated by types of souvenir purchasing. Four studies were conducted to verify the hypotheses using between-subjects experimental designs. University students were recruited as research subject via convenience sampling. The results suggested memory was higher than gift-giving because of the higher value of souvenir. Secondly, when the souvenirs have made of developed countries, the difference of purchase intention will be increasing; on the contrary, developing country will be decreasing. In addition, the purchase intention of the same souvenirs will be affected by traveling effect. At last, there was only the results of the moderating effect of memory showed purchasing intention differences will exist among different traveling countries and home country.