- 期刊
伴手禮相關研究文獻回顧
Explore the Relevant Factors such as the Definition of Souvenirs
摘要
本研究旨在探討伴手禮的相關定義、遊客購買伴手禮意願及伴手禮包裝設計等相關因素。本研究藉文獻分析法去探討遊客對伴手禮的涉入程度、商品的品牌形象、情境因素、實體商店的形象、商品屬性、購買情境、消費者的感官體驗及炫耀性消費、從眾行為、對伴手禮的知覺利益和忠誠度等皆可能影響伴手禮的品牌知名度、行銷策略的擬定。針對相關因素探討，進而歸納出業者不僅要從消費者的需求去提升其附加價值，例如增加感官體驗、規劃體驗式活動，讓遊客參與伴手禮的製作，增強其產品和消費者之間的情感關聯性，進一步地讓伴手禮發揮其文化特色吸引消費者購買更是重要因素之一，如此一來，便能突顯伴手禮的價值性。且針對後續研究提出相關建議。
並列摘要
The purpose of this study is to explore the relevant factors such as the definition of souvenirs, the willingness of tourists to buy souvenirs and the design of souvenir packaging. This study uses literature analysis to explore the degree of involvement of tourists in souvenirs, brand image of goods, situational factors, physical store image, product attributes, purchase circumstance, consumer sensory experience and ostentatious consumption, herd behavior, perceived value and loyalty of souvenirs, etc. may affect the brand awareness of souvenirs, marketing strategy development. For the relevant factors to discuss, and then summarize the industry not only from the needs of consumers to enhance its added value, such as increasing the sensory experience, planning experiential activities, allowing visitors to participate in the production of souvenirs, enhance the emotional correlation between its products and consumers, and one of the important factors is its cultural characteristics to attract consumers to buy. Furthermore, it will be able to highlight the value of gifts. And provide relevant suggestions for follow-up research.