【摘要】
臺灣近年來出國觀光、商務旅遊大幅成長，遊客回國時攜帶各種
紀念品、旅遊商品等「伴手禮」也蔚為風氣。過去的研究中較少針對口碑
(WOM)影響態度(ATT)、主觀規範(SN)、知覺行為控制(PBC)和購買意圖，
以及遊客參與口碑溝通透過ATT、SN及PBC為中介顯著影響購買意圖做探
討。因此本研究透過質性訪談及問卷調查以定性、定量二階段探討遊客購
買伴手禮的行為因素，將「口碑溝通」因素納入計劃行為理論(TPB)進而擴
展模型，以瞭解消費者行為在口碑擴展計劃行為理論的應用及依據。研究
結果將根據行為模式給予不同之建議，以提升研究之完善性，並提供國內
外觀光產業及產銷廠商據以發展行銷策略及後續研究做為參考。
In Taiwan, overseas tourism and business travel have grown
significantly in recent years, and tourists purchase a variety of souvenirs
and travel goods when they return home after a trip. While past studies have
examined the influence of attitude (ATT), subjective norms (SN), and perceived
behavioral control (PBC) on purchase intention, few have investigated the
influence of word-of-mouth (WOM) on these factors. However, it is thought
that tourists’ participation in WOM communication significantly influences
their purchase intention with mediation from ATT, SN, and PBC. Therefore,
by conducting interviews and surveys, this study explored the qualitative and
quantitative two-stage behavioral factors of tourists buying souvenirs and
incorporated the WOM communication factor into the theory of planned behavior
(TPB) to understand consumer behavior based on WOM. The research results
offer suggestions to help understand the application of extended TPB and provide
appropriate marketing advice for both local and foreign tourism manufacturers
and distributors for the development of marketing strategies and next-stage
research.
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