| Summary: | 碩士 === 國立彰化師範大學 === 資訊管理學系所 === 105 === The purpose of this study is investigating the critical success factors that influence the consumer of purchasing souvenir, and then drawing up effective operating strategy of raising the purchase intention of souvenir, as a reference of strategic decisions for the seller.
Documentary analysis and Delphi technique are adapted in this study, and the research target is the souvenir seller in Lukang in Changhua. We invited 2 scholar and 18 experts to discuss together. After discussions, 4 constructs and 27 items are concluded, including commodity factor, store factor, marketing factors, and to build a good reputation. And then Delphi technique questionnaires are done 3 times.
The results of this study finally summarize 4 constructs and 8 items, the critical success factors of enhancing the purchase intention of souvenir, including improving the value of merchandise, high cp value, to have interesting story, easy to carry, satisfied service value, and high cultural value. We pray that the results will be provided to Changhua souvenir seller for business decision-making reference, and to the government for the reference of policy making of promoting "Lukang National Historic Scenic Area" in the future, and marketing of local souvenir.
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