| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系 === 108 === With the changes in life, sightseeing and consumption patterns, the tourist's pursuit of sensual tourism activities is mainly to experience local culture. The purpose of this study is to explore the internal history of tourists purchasing Wenchuang products, and to use the AIDA Theory as the main price purchase for this study, and to list the knowledge of commodity cognition and the purchase of gifts with the hand as the cause of change. And promote promotional activities, reminder impulse purchases as mediation variables to explore unplanned purchase paths in addition to the traditional path of AIDA Theory. A total of 371 samples were distributed in this study, and 338 copies were effectively recovered. The effective recovery rate was 91.1%. The obtained data were hypothesized and verified by descriptive, confirmatory factor analysis and structural equation model. The results of this study are as follows: When visitors purchase Wenchuang Appreciation, "Wen Chuang Commodity Cognition" and "Career Citizenship Demand" have a significant positive impact on the AIDA Theory, and will follow the traditional path, and the results are positive. In addition, it is found that consumers are also affected by the intermediary effect of non-planned purchases in the attention stage. The “promotional activities” and “reminded impulse purchases” are used to influence the behavioral intentions. Finally, this study proposes specific recommendations. Relevant government units are used as a reference.
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