本研究旨在瞭解商店形象與商品屬性對消費者伴手禮購買意願的影響。以便利抽樣進行問卷發放,共計發放450份,有效回收438份,有效回收率97.3%。所得資料經描述性統計、獨立樣本t檢定、單因子變異數分析與多元回歸分析後,獲得如下結果:一、不同「年齡」和「平均月收入」與「購買目的」之消費者在伴手禮之商店形象感受達顯著差異,其中50歲以下者、平均月收入較低者或伴手禮自用者對於商店形象感受較佳。二、不同「年齡」之消費者在伴手禮之商品屬性感受達顯著差異。三、不同「造訪次數」在購買意願上達顯著差異。研究發現:影響購買意願效果最大者為「交通地點」及「商品獨特性」。最後,本研究提出實務及研究建議,結果可提供伴手禮業者了解消費者偏好,以利規劃未來發展策略參考。
This study aims to understand the effects of store image and product attributes on customer souvenir purchase intention. Convenience sampling method was used to collect data. 450 questionnaires were distributed through comvenience sampling method. A total of 438 valid samples remained. The response rate was 97.3%. Descriptive statistics, factor analysis, reliability analysis, an independent sample t-test, a one way ANOVA and multiple regression analysis were used to investigate the differences in respondents’ demographics and each construct. The results show that: Firstly, in store image factor, only age, the average monthly income and purchasing purpose has a significant difference on customer souvenir purchase intention. Respondents aged fewer than 50, people with low average monthly income and customers who bought souvenir for themselves had better perception of purchasing environment of store image. Secondly, in product attributes factor, only age has a significant difference on customer souvenir purchase intention in product attribute dimension. Thirdly, only the number of visits has a significant difference on customer souvenir purchased intention. The findings suggested that location and transportation and uniquess carried the most weight in customer purchasing intention. Finally, this study provided practical and academic suggestions. The findings will help souvenir store to understand customers’ preference of souvenir and develop future strategy.