The Relationship between Authenticity and the Souvenir Purchase Intent

真實性與紀念品購買意願之間的關係

10.30166/PPMR.201107.0002

古永嘉(Yeong-Jia Goo)；沈明正(Ming-Jeng Shen)

真實性 ； 原產國效果 ； 遊客的體驗型態 ； 紀念品種類 ； 紀念品購買意願 ； authenticity ； effect of COO country-of-origin ； souvenir categories ； souvenir purchase intent ； tourist experience modes

Pan-Pacific Management Review

14卷2期（2011 / 07 / 01）

109 - 129

英文

雖然很少有人會把購買紀念品，當成觀光旅遊的主要目的，不過大部份的觀光客，都會花時間去購買紀念品。所以，紀念品在觀光客的旅遊體驗與回憶裡，都佔有重要地位。過去關於紀念品購買行爲的研究，偏重在探討紀念品的種類、功能、商店管理和顧客滿意等議題。深入探討紀念品的真實性與原產國效果的相關研究，卻非常少見。因此，本研究提出一個紀念品購買行爲的觀念架構，用來說明遊客的體驗型態、紀念品種類、真實性、原產國效果和購買意願之間的關係。這個觀念架構認爲，遊客的體驗型態和紀念品種類會影響真實性，然後真實性會影響購買意願。原產國效果則有調節功能，會影響真實性與購買意願之間的關係。

Although shopping for a souvenir is rarely the main motive for taking a leisure trip, nonetheless, most tourists do take time to shop for souvenirs. Souvenirs play a major role in a tourist's travel experience and memory. Traditionally, many studies about souvenir purchase behavior have mainly focused on the analysis of the different types, functions, store management, and customer's satisfaction of souvenirs. Few have been done to analyze how tourists determine the authenticity of a souvenir as well as the effect of country of origin (COO). Therefore, this study proposes a souvenir purchase conceptual model that manifests the relationship between tourist experience modes, souvenir categories, authenticity, effect of COO, and souvenir purchase intent. This model suggests that both tourist experience modes and souvenir categories determine the level of authenticity, which in turn affects souvenir purchase intent. In addition, the effect of COO serves as a moderator influences the relationship between souvenir authenticity and souvenir purchase intent.

1. The China Post. 2009. China-made NPM souvenirs blamed. April 2: 2.
2. Adams, V.(1996).Tigers of the snow and other virtual sherpas: An ethnography of Himalayan encounters.Princeton, NJ:Princeton University Press.
3. Anderson, L.,Littrell, M.(1995).Souvenir-Purchase behavior of women tourists.Annals of Tourism Research,22,328-348.
4. Asplet, M.,Cooper, M.(2000).Cultural designs in New Zealand souvenir clothing: The question of authenticity.Tourism Management,21,307-312.
5. Berger, P.(1973)."Sincerity" and "Authenticity" in modern society.Public Interest,31,81-90.
6. Berry, L. L.,Carbone, L. P.(2007).Build loyalty through experience management.Quality Progress,40,26-33.
7. Bilkey, W. J.,Nes, E.(1982).Country-of-Origin effects on product evaluations.Journal of International Business Studies,13,89-99.
8. Boorstin, D.(1964).The image: A guide to pseudo-events in America.New York:Harper.
9. Bruner, E.(1996).Abraham Lincoln as authentic reproduction: A critique of postmodernism.American Anthropologist,96,397-415.
10. Bruner, E.(1991).Transformation of self in tourism.Annals of Tourism Research,18,238-250.
11. Cai, L.,Lehto, X.,O'' Leary, J.(2001).Profiling the US-bound Chinese travelers by purpose of trip.Journal of Hospitality and Leisure Marketing,7,3-17.
12. Cohen, E.(1979).Rethinking the sociology of tourism.Annals of Tourism Research,6,18-35.
13. Cohen, E.(1988).Authenticity and commoditization in tourism.Annals of Tourism Research,15,371-386.
14. Cook, S. D.(ed.),McClure, B(1995).Proceedings of the Travel Industry Association of America' s Twenty-First Annual Outlook Forum: 5-18.Washington, DC:Travel Industry Association of America.
15. Cornet, J.(1975).African art and authenticity.African Art,9,52-55.
16. Errington, F.,Gwertz, D.(1989).Tourism and anthropology in a post-modern world.Oceania,60,37-54.
17. Feifer, M.(1985).Going places: Tourism in history.New York:Macmillian.
18. Goffman, E.(1959).The presentation of self in everyday life.Harmondsworth:Penguin.
19. Gordon, B.(1986).The souvenir: Messenger of the extraordinary.Journal of Popular Culture,20,135-146.
20. Graburn, N. H.(1967).The Eskimos and airport art.Trans-Action,4,165-187.
21. Harvey, W.(2004).Blacksburg,Virginia Polytechnic Institute and State University.
22. Hawkins, D.,Mothersbaugh, D.,Best R, J.(2009).Consumer Behavior: Building marketing strategy.New York:McGraw-Hill.
23. Hitchcock, M.(ed.),Teague, K.(ed.)(2000).Souvenirs: The Material Culture of Tourism.Aldershot:Ashgate.
24. Hofstede, G.(1980).Motivation, leadership and organization: Do American theories apply abroad?.Organizational Dynamics,9(1),42-63.
25. Hulland, J. S.(1999).The effects of country-of-brand and brand name on product evaluation and consideration: A cross-country comparison.Journal of International Consumer Marketing,11,23-40.
26. Insch, S.,McBride, J.(2002).The impact of country-of-origin cues on consumer perceptions of product quality: A binational test of the decomposed country-of-origin construct.Journal of Business Research,57,256-265.
27. Kim, S.,Littrell, M.(2001).Souvenir buying intentions for self versus others.Annals of Tourism Research,28,638-657.
28. Kim, S.,Littrell, M.(1999).Predicting souvenir purchase intentions.Journal of Travel Research,38,153-162.
29. Lehto, X.,Cai, L.,O'' leary, J.,Huan, T. C.(2004).Tourist shipping preferences and expenditure behaviors: The case of the Taiwanese outbound market.Journal of Vacation Marketing,10,320-332.
30. Littrell, M. A.,Anderson L. F.,Brown, P. J.(1993).What makes a craft souvenir authentic.Annals of Tourism Research,20,197-210.
31. Littrell, M. A.,Baizerman, S.,Kean, R.,Gahring, S.,Niemeyer, S.,Reilly, R.,Stout,J.(1994).Souvenirs and tourism styles.Journal of Travel Research,33,3-11.
32. Love, L. L.,Sheldon, P. S.(1998).Souvenirs: Messengers of meaning.Advances in Consumer Research,25,170-175.
33. MacCannell, D.(1973).The tourist.New York:Schocken.
34. McLeod, M. D.(1976).Limitations of the genuine.African Art,9,48-51.
35. Moscardo, G. M.,Pearce, P. L.(1986).The concept of authenticity in tourist experiences.The Australian and New Zealand Journal of Sociology,22,121-132.
36. Revilla, G.,Dodd, T.(2003).Authenticity perceptions of Talavera pottery.Journal of Travel Research,42,94-99.
37. Robert, A. S.(1996).Cultural tourism as serious leisure.Annals of Tourism Research,23,948-950.
38. Sharpley, R.(1994).Tourism, tourism, and society.Huntingdon:CELM.
39. Silver, I.(1993).Marketing authenticity in third world countries.Annals of Tourism Research,20,302-318.
40. Swanson, K.,Horridge, P.(2002).Tourists' souvenir purchase behavior and retailers' awareness of tourists' purchase behavior in the southwest.Clothing and Textiles Research Journal,20,62-76.
41. Swanson, K.,Horridge, P.(2004).A structural model for souvenir consumption, travel activities, and tourist demographics.Journal of Travel Research,42,372-380.
42. Timothy, D.(2005).Shopping tourism, retailing, and leisure.Clevedan:Channel View Publications.
43. Timothy, D.,Boyd, S.(2002).Heritage tourism.New York:Pearson Education.
44. Trilling, L.(1972).Sincerity and authenticity.London:Oxford University Press.
45. Turner, L.,Reisinger, Y.(2001).Shopping satisfaction for domestic tourists.Journal of Retailing and Consumer Services,8,15-27.
46. Urry, J.(2001).The tourist gaze: Leisure and travel in contemporary societies.London:Sage.
47. Wang, N.(1999).Rethinking authenticity in tourism experience.Annals of Tourism Research,26,349-370.
48. Wong, J.,Law, R.(2003).Difference in shopping satisfaction levels.Tourism Management,24,401-410.
49. Yu, H.,Littrell, M.(2003).Product and process orientations to tourism shopping.Journal of Travel Research,42,140-150.

1. 蕭至惠、蔡進發(2015)。遊客懷舊情感與旅遊紀念品的價格標示之研究—兼論懷舊情感的中介角色。戶外遊憩研究，28(3)，61-92。
2. 張琳禎(2014)。品牌真實性知覺與購買意願關係之研究─以韓國公司品牌為例。韓國學報，25，81-128。