| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 105 === Statistical report is based on 2013 Taiwan Tourism Bureau pointed to Taiwan for sightseeing tour Guests times for 8.01 million people, of which the mainland tourists in Taiwan, the highest spending power, but by shopping fee of breakdown of consumption was observed, mainland tourists to buy staple or specialty also accounted for up to 20.58%, along with growing countries of tourists to Taiwan, demographic characteristics and cultural property of different tourists buy souvenirs for product attribute selection and motivation should also be different. Thus, the present study was to investigate the characteristics of the population and tourists buy souvenirs of cultural property in the purchase motivation and choice difference souvenir property. Statistics report also pointed out that Taiwan travelers surveyed most impressive gourmet specialty is the majority (43 per hundred times visitors), so this setting in gourmet specialty souvenirs based.
There were four parts within the questionnaire: (1) the preference of tourist food specialty, (2) Purchase motivation of tourist food specialty, (3) personal cultural orientation, (4) the basic personal data. A total of 380 questionnaires were disseminated from March 1, 2013 to April 15, 2013 and 318 (83.68%) completed the questionnaire satisfactorily. The purpose of this research is going to analysis the relationship between tourists’ cultural attributes, statistical population variables and purchase motivation, product attributes on purchase behavior of souvenirs.
The results show that female consumers take care more about the pragmatic feature of product attributes on purchase motivation and purchase behaviors than male consumers. Elderly adults(41 years and older) prefer the quality, the symbolism and the innovation on selecting product attributes. Tourists’ cultural attributes of collectivism has significant influence on purchase motivation and selecting of product attributes.
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