Consumer Behavior Research of Souvenirs

[[abstract]]近年來，各地地方組織積極推廣當地的旅遊觀光業，而在地伴手禮的消費者購買行為，佔觀光收益重要比重，也是行銷購買行為-送禮行為重要一環。因此本研究欲探討消費者人口變項、並伴手禮品牌知名度、商店氣氛、價格促銷、地方特色、產品屬性、品牌故事對購買伴手禮購買行為、再購意願之影響；本研究欲探討不同的消費者的性別、年齡、月收入、居住地、婚姻狀況、工作類型對伴手禮的品牌知名度、商店氣氛、價格促銷、地方特色、產品屬性、品牌故事有顯著差異性；伴手禮品牌知名度、商店氣氛、價格促銷、地方特色、產品屬性、品牌故事對購買行為之影響，並購買行為對再購意願之影響。本研究以問卷調查並分析，研究結果發現不同婚姻狀況及居住地消費者在購買伴手禮商品之品牌知名度有顯著差異；不同年齡消費者在購買伴手禮商品之地方特色及品牌故事有顯著差異。品牌知名度、商店氣氛、價格促銷、地方特色、產品屬性及品牌故事會正向影響消費者對購買伴手禮商品之再購意願。 In recent years, tourism has been actively promoted by government. The consumer purchasing behavior of local souvenirs, which is an important part of the tourism revenue, is also an important part of the gift giving behavior. Therefore, this study is supposed to explore the impact of consumer demographics variable and brand awareness, store atmosphere, price promotions, local features, product attributes, brand stories of souvenirs on purchases behavior and repurchase intentions of souvenirs. This study uses questionnaires and analysis. The results show that there are significant differences in the brand awareness of different marital status and place of residence of purchase of souvenirs; Consumers of different ages have significant local features and brand stories in purchasing souvenirs. Difference brand awareness, store atmosphere, price promotions, local features, product attributes and brand story would have a significant positive impact on repurchase intentions