[[alternative]]The Chinese tourists' souvenir purchase behavior in Taiwan- the relationships among brand Image, conformity behavior and intention

[[abstract]]從政府正式開放陸客來臺觀光至今，大陸觀光客已成為臺灣主要遊客。此外，2010年統計發現陸客來臺旅遊購物支出以名產或特產為主，平均每人每日消費達41.27美元，佔消費總金額25%，因此，研究大陸觀光客之購買行為遂成為重要課題。本研究主要探討大陸觀光客對於伴手禮之購買意願，且進一步分析品牌形象與從眾行為對購買意願之影響。研究根據文獻回顧將品牌形象分成功能性、象徵性與經驗性構面，從眾行為分為規範性與資訊性構面，建立結構式問卷對大陸觀光客進行立意抽樣，共發出問卷370份，有效回收337份，回收率為91.1%。分析方法採用描述性統計與多元迴歸分析，研究結果發現陸客對購買伴手禮的意願介於普通到願意，表示伴手禮業者還有更進一步的改善空間以提高購買意願；此外，品牌形象與從眾行為對購買意願確實有顯著影響，顯示出伴手禮需具有獨特風格、好的名氣以及現場營造從眾氣氛，方能提高被買機會。爰此，本研究進一步針對研究結果提出可能的行銷管理策略與學術意涵之參考。[[abstract]]Tourists from mainland China have become the major tourists for Taiwan ever since the Government allows mainland tourists to visit Taiwan. In addition, statistics show that in 2010, the main expenditure of mainland tourists are local specialties, with a daily consumption of $41.27 US dollars each person, accounting for 25% of the total consumption amount. Therefore, the study of the purchase behavior of the mainland tourists has become an important subject. This study investigates the purchase intention for souvenir of the mainland tourists, and further analyzes the impact to purchase intention from brand image and conformity behavior. Using literature review from functional, symbolic, experiential, normative influence, and information influence to purposive on mainland tourists with structured questionnaire. The study issued a total of 370 surveys, and 337 were effectively recovered, with a 91.1% of recovery rate. Using descriptive statistics and linear regression, the research showed that the willing of the tourists to purchase souvenir ranged from ordinary to prefer, which indicated that there are rooms for further improvements for the souvenir industry. On the other hand, brand image and conformity behavior have significant impact on purchase intention. Study shows that tourists like souvenirs that are symbolic and informative. Based on that, the study will further study the research and advice for marketing management strategies