2017年夏季世界大學運動會將於臺灣的臺北市舉行，這對臺灣而言是一個極佳的優勢，被視為有能力舉辦全球性的大型活動，同時也是主辦城市提升城市形象的良好機會，例如可透過紀念品強化國際印象與知名度，創造短期之經濟效益。其中環境與策略即是影響購買紀念品相關因素，行銷人員還必須考慮可能影響消費者購買行為之社會與心理面向，如消費者心中的想法。另外，消費者還使用資訊來降低購買產品時的風險。部分研究結果顯示，消費者在購買前評估產品中感知風險程度越高，傾向於尋求有關該產品的資訊感受就越高。本研究目的為探析消費者對2017年夏季世界大學運動會的消費者購買行為傾向、對資訊的態度與對紀念品的購買意向。因此，為能完整回應研究問題，本研究應用量化研究法，透過問卷調查，共獲得551份有效樣本。根據回收問卷數據進行信度分析、描述性統計分析、t檢定、相關分析與迴歸分析。研究結果顯示：本次研究中女性參與者為314人（57.1％），男性參與者為236人（42.9％），參與者的平均年齡21.9歲。每月平均可支配收入為新台幣6452.17元，而91.2％的參與者不願意購買超過新台幣1000元的紀念品。另一個值得注意的發現是有86.1％的參與者喜歡使用網際網路作為媒體習慣。此外，研究顯示消費者的探索性購買行為，對資訊態度與購買意願呈現顯著正相關。探索性購買行為傾向與資訊態度對購買意願具有正向的預測能力。而在比較活動紀念品的購買意願時，發現男、女參與者對於紀念品的首要選擇為2017年夏季世界大學運動會的束口袋包，同時女性比男性更高的資訊搜尋行為，但男性的購買意願高於女性。而購買意願最低的紀念品則是雙節棍筆與魔術圍巾。基於研究結果，本研究建議臺北市政府應改善2017年夏季世界大學運動會紀念品的行銷策略，使消費者建立更好吸引力與產品知識度，提升消費者的購買意圖。

The next hosting city for the 2017 Summer Universiade Games will be Taipei, this will be a great advantage for Taiwan to be seen capable of hosting a global scale event, meanwhile it will also be an opportunity for the host city to raise the profile of the city, by using souvenir as the events image and create short term economic benefit. In addition, since environment and factors such as strategy have influence in purchasing souvenir, marketers must also consider the social and psychological aspects that are likely to influence consumer pre-purchasing behavior, such as what goes on inside the consumer’s mind. Furthermore, consumers also use information as a way to reduce the risks associated with product purchases. A number of research findings indicate that the more the degree of perceived risk in pre-purchase product evaluation, the greater the consumers’ tendency to seek information about the product. The purpose of this research was to better recognize consumer’s exploratory buying behavior tendencies, attitude toward information and Purchasing intention toward souvenirs from the 2017 Summer Universiade. Moreover, to answer the research question, a quantitative approach was chosen for this study, by using questionnaire survey, a total of 551 valid questionnaires were obtained. According to the data collected from the questionnaire, internal consistency reliability analysis, descriptive analysis, t-test, correlation analysis and linear regression analysis were analyzed. The results were as follows: 314 females accounting for (57.1%); on the other hand, there were 236 males accounting for (42.9%) and the average age is 21.9 years old. The average monthly disposable income of the participants is NT$6452.17 and 91.2% of the participants are not willing to spend more than NT$1000 on souvenirs. Another notable finding is that 86.1% of the participants use Internet as their media habit. Moreover, the consumers’ exploratory buying behavior, attitude toward information and purchasing intention correlate to each other significantly. The exploratory acquisition of product, exploratory information seeking and opinion of others has positive predictive power toward purchasing intention. Furthermore, when comparing the types of souvenirs from the event, the most common type of souvenir for both male and female participants willing to buy is the Universiade Drawstring Bag. Another notable result is that females has higher exploratory information seeking than males, on the other hand, males has higher purchasing intentions than females. Based on this study, participants interest on the Universiade Nunchaku Pen and Magic scarf is least favourable, therefore it is highly suggested that the marketing strategy of the souvenirs for 2017 Summer Universiade should be improved, such as having more commercials and advertisements on social medias, so that consumers builds attraction and knowledge which can increase consumers purchasing intention.

References

Abdu, G. (2013). Analysis of consumer behavior affecting consumer willingness to buy in 7-eleven convenience store. Universal Journal of Management, 1(2), 69-75.

Andereck, K. L., Valentine, K. M., Knopf, R. C., & Vogt, C. A. (2005). Perceptions of community tourism impacts. Annals of Tourism Research, 32(4), 1056-1076.

Anonymous (1997), Why Internet Advertising, Mediaweek, 5 May, 7(18), 8- 12

Assael, H. (1995), Consumer Behavior and Marketing Action, 5th ed., South-Western College Publishing, Cincinnati, OH.

Assaker, G., & Hallak, R. (2013). Moderating effects of tourists’ novelty-seeking tendencies on destination image, visitor satisfaction, and short-and long-term revisit intentions. Journal of Travel Research, 52(5), 600-613. Chicago

Bajtelsmit, V. L., & VanDerhei, J. L. (1997). Risk aversion and pension investment choices. In M. S. Gordon, O. S. Mitchell, & M. M. Twinney (Eds.), Positioning pensions for the twenty-first century (pp. 45–66). Philadelphia: University of Pennsylvania Press.

Baumgartner, H., & Steenkamp, J. B. E. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13(2), 121-137.

Beatty, S., & Smith, S. (1987). External search effort: An investigation across several product categories. Journal of Consumer Research, 14(June), 83–95.

Bellizzi, J. A. (1981). Consumer perceptions of national private and generic brands. Journal of Retailing, 57(4), 56-70.

Berlyne, D. E. (1978). Curiosity and learning. Motivation and Emo- tion, 2, 97-175.

Berning, C. K., & Jacoby, J. (1974). Patterns of information acquisition in new product purchases. Journal of Consumer Research, 1, 18-22.

Blattberg, R. C., & Neslin, S. A. (1990). Sales promotion: Concepts, methods, and strategies. Prentice Hall.
Buhler, A., Heffeman, T., & Hewson, P. (2007). The soccer club-sponsor relationship: Identifying the critical variables for success. International Journal of Sports Marketing & Sponsorship, 8(4), 291-309.

Campbell-Meiklejohn, D. K., Bach, D. R., Roepstorff, A., Dolan, R. J., & Frith, C. D. (2010). How the opinion of others affects our valuation of objects. Current Biology, 20(13), 1165-1170.

Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Behavior, 15, 210-224.

Chaganti, R. (1986). Management in women-owned enterprises. Journal of small business management, 24, 18.

Chanavat, N., & Desbordes, M. (2014). Towards the regulation and restriction of ambush marketing? The first truly social and digital mega sports event: Olympic Games, London 2012. International Journal of Sports Marketing and Sponsorship, 15(3), 151-160.

Chang, C.-C., & Tai, H,-L. (2015).Acceptable Price and Preferable Items for Ticket and Souvenir of 2017 Taipei Universiade. Sports ＆ Exercise Research, 17, (3), 403-413

Cliff, J. E. (1998). Does one size fit all? Exploring the relationship between attitudes towards growth, gender, and business size. Journal of Business Venturing, 13(6), 523–542.

Cohen, P. R., & Levesque, H. J. (1990). Intention is choice with commitment. Artificial intelligence, 42(2-3), 213-261.

Collins-Dodd, C.,& Lindley,T. (2003). Store brand and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions. Journal of retailing and Consumer Services, 10(6), 345-352.

Crawford, D.W., Jackson, E.L., & Godbey, G. (1991). A hierarchical model of leisure constraints. Leisure Sciences, 13, 309–320.

Dodds, William B., Kent B. Monroe, and Dhruv Grewal. (1991). "Effects of Price, Brand and Store Information on Buyers' Product Evaluations," Journal of Marketing Research. 28 (August): 307­ 319.
Doti, J. L., & Sharir, S. (1981). Households' grocery shopping behavior in the short run: Theory and evidence. Economic Inquiry, 19(April), 196–208.

Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended

Eagly, A.H. and Chaiken, S. (1993), The Psychology of Attitudes, Harcourt Brace College Publishers, Orlando, FL.

Engel, J. F., & Blackwell, R. D. (1982). Consumer Behavior. Orlando, FL: The Dryden Press.

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer behavior.Fort Worth, TX: Dryden.

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior (8th ed.). Orlando, FL: The Dryden Press.

Fairhurst, A., Costello, C., & Fogle Holmes, A. (2007). An examination of shopping behavior of visitors to Tennessee according to tourist typologies. Journal of Vacation Marketing, 13(4), 311-320.

Faison, E.W. J. (1977). The neglected variety drive: A useful concept for consumer behavior. Journal of Consumer Research, 4, 172-175.

Fang, P.-H. (2009). The analysis of city sport marketing strategy. Bulletin of University Physical Education & Sports, 100, 82-87.

Fishbein, M. (1976). A behavior theory approach to the relations between beliefs about an object and the attitude toward the object. In Mathematical Models in Marketing (pp. 87-88). Springer Berlin Heidelberg.

Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: an Introduction to Theory and Research, Addison-Wesley, Reading, MA.

Fishbein, M. and Ajzen, I. (1980), Understanding Attitude and Predicting Social Behavior, Prentice-Hall, Englewood Cliffs, NJ.
FISU.(2017). Summer Universiade. Retrieved January 17, 2017 from http://www.fisu.net/en/Summer-Universiades-3490.html

Fodness, D., & Murray, B. (1997). Tourist information search. Annals of tourism research, 24(3), 503-523.

Foxall, G. R. (1986). Consumer innovativeness: Novelty seeking, creativity, and cognitive style. In: E.C. Hirschman and J.N. Sheth (eds.), Research in Consumer Behavior 3, 79-113, Greenwich, CT: JAI Press.

Gahring, S., Niemeyer, S., Reilly, R., Stout, J., Baizennan, S., Kean, R., & Uttrell, M. (1992). Marketing crafts and other products to tourists. Lincoln, NE: North Central Regional Extension Publications.

Gordon, B., (1986). The Souvenir: Messenger of the Extraordinary, Journal of Popular Culture, 20(3), 135-46.

Granger, C. W., & Billson, A. (1972). Consumers' attitudes toward package size and price. Journal of Marketing Research, 9(August), 239–248.

Grewal, D., Kent, B., Monroe, and R. Krishnan. (1998). "The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions." Journal of Marketing, 62 (April): 46-59.

Gripsrud, G., Nes, E. B., & Olsson, U. H. (2010). Effects of hosting a mega-sport event on country image. Event Management, 14(3), 193-204.

Hall, C. M. (1994). Hallmark tourist events: Impacts, management and planning. London: Bellhaven Press.

Hinz, R. P., McCarthy, D. D., & Turner, J. A. (1997). Are women more conservative investors? Gender differences in participant directed pension investments. In M. S. Gordon, O. S. Mitchell, & M. M. Twinney (Eds.), Positioning pensions for the twenty-first century (pp. 91–103). Philadelphia: University of Pennsylvania Press.

Hirschman, E. C. (1980). Innovativeness, novelty seeking, and con- sumer creativity. Journal of Consumer Research, 7, 283-295.

Hirshburg, K., & Siddique, Z. (2014). A Proactive Scaling Platform Design Method Using Modularity for Product Variations. In Advances in Product Family and Product Platform Design (pp. 201-219). Springer New York.
Hong, S. P., Rhee, Y. C., & Daihak-gil, G. (2016). Effect of SNS on Purchasing intention for Sport Product. Sport Journal

Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York: John Wiley & Sons, Inc.

Hsaio, F. W. (2004). A study of souvenir choice preference. Unpublished master thesis, Shih Hsin University, Taiwan.

Jackson, E.L. (2000). Will research on leisure constraints still be relevant in the twenty-first century? Journal of Leisure Research, 32, 62–68.

Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of consumer research, 29(4), 595-600.

Kim, J. O., Forsythe, S., Gu, Q., & Jae Moon, S. (2002). Cross-cultural consumer values, needs and purchase behavior. Journal of Consumer marketing, 19(6), 481-502.

Kim, Y. K., & Trail, G. (2010). Constraints and motivators: A new model to explain sport consumer behavior. Journal of Sport Management, 24(2), 190-210.

Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of brand management, 9(4), 249-261.

Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30, 607-610.

Lehto, X. Y., Cai, L. A., O’Leary, J. T., & Huan, T. C. (2004). Tourist shopping preferences and expenditure behaviours: The case of the Taiwanese outbound market. Journal of Vacation Marketing, 10(4), 320-332.

Leingpibul, T., Allen Broyles, S., & Kohli, C. (2013). The comparative influence of manufacturer and retailer brands on customers' purchase behavior. Journal of Product & Brand Management, 22(3), 208-217.

Lewellen, W. G., Lease, R. C., & Schlarbaum, G. G. (1977). Patterns of investing strategy and behavior among individual investors. Journal of Business, 50, 296–333.

Litirell, M. A., Baizerman, S., Kean, R., Gahring, S., Niemeyer, S., Reilly, R., & Stout, J. (1994). Souvenirs and tourism styles. Journal of Travel Research, 33(1), 3-11.

Luchs, M. G., Naylor, R. W., Irwin, J. R., & Raghunathan, R. (2010). The sustainability liability: Potential negative effects of ethicality on product preference. Journal of Marketing, 74(5), 18-31.

Lundeberg, M. A., Fox, P., & Puncochar, (1994). Highly confident but wrong: Gender differences and similarities in confidence judgments. Journal of Educational Psychology, 86, 114–121.

Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of consumer research, 4(4), 229-242.

Mittelstaedt, R.A., S.L. Grossbart, W.W. Curtis, and S.P. Devere (1976). Optimum stimulation level and the adoption decision process. Journal of Consumer Research, 3, 84-94.

Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. In J. Jacoby & J.Olson (Eds.), Perceived quality: How consumers view stores and merchandise (pp.209-232). Lexington, MA: Lexington Books.

Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which intenders actually buy? Journal of Marketing Research, 29(4), 391-405.

Moutinho, L. (1987). Consumer Behavior in Tourism. European Journal of Marketing, 21, 5-44.

Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press.

Murray, K. B. (1991). A test of services marketing theory: consumer information acquisition activities. The journal of marketing, 10-25.

Nagya, R., Lipinski, D., & Savur, N. (1998). Consumers' use of nutritional label while food shopping at home. The Journal of Consumer Affairs, 32, 106–120.

Ostlund, L. E. (1974). Perceived innovation attributes as predictors of innovativeness. Journal of Consumer Research, 1, 23-29.
Pearson, P. H. (1970). Relationships between global and specifiedmeasures of novelty seeking. Journal of Consulting and Clinical Psychology, 43, 199-204.

Pommer, M. D., Berkowitz, E. N., & Walton, J. R. (1980). UPC scanning: An assessment of shopper response to technological changes. Journal of Retailing, 56(2), 25–44.

Pope, N., Brown, M., & Forrest, E. (1999). Risk, innovativeness, gender, and involvement factors affecting the intention to purchase sport product online. Sport Marketing Quarterly, 8(2), 25-34.

Quintal, V. A., Lee, J. A., & Soutar, G. N. (2010). Risk, uncertainty and the theory of planned behavior: A tourism example. Tourism management, 31(6), 797-805.

Raju, P. S. (1980). Optimum stimulation level: Its relationship to personality, demographics, and exploratory behavior. Journal of consumer research, 7(3), 272-282.

Raju, P. S., & Venkatesan, M. (1980). Exploratory behavior in the consumer context: a state of the art review. NA-Advances in Consumer Research, 7.

Robinson, T., & Doss, F. (2011). Pre-purchase alternative evaluation: prestige and imitation fashion products. Journal of Fashion Marketing and Management: An International Journal, 15(3), 278-290.

Rogers, E. M., (1983). The diffusion of innovations. New York: Free Press.

Runyon, K. E., & Stewart, D. W. (1987). Consumer behavior and the practice of marketing. Merrill Pub. Co..

Russo, E. J., Dreiser, G., & Miyashita, S. (1975). An effective display of unit price information. Journal of Marketing, 39(April), 11–19.

Saleh, M. A. H., Alothman, B., & Alhoshan, L. (2013). Impact of Gender, Age and Income on Consumers’ Purchasing Responsiveness to Free-Product Samples. Research Journal of International Studies, 83.

Shenhav-Keller, S. (1993). The Israeli souvenir: Its text and context. Annals of Tourism Research, 20(1), 182-196.

Sherrell, D. L., Biswas, A., & Alford, B. L. (2015). The Influence of Prior Product and Store Knowledge on Consumer Reference Price Estimates. In Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference (pp. 12-16). Springer International Publishing.

Shilbury, D., Quick, S., & Westerbeek, H. (1998). Strategic sport marketing. Australia: Allen & Unwin.

Shoham, A., & Kahle, L. R. (1996). Spectators, viewers, readers: communication and consumption in sport marketing. Sport Marketing Quarterly, 5(1), 11-19.

Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.

Srinivasan, R., Srivastava, R., & Bhanot, S. (2014). Impact of age on purchase behaviour of luxury brands. Journal of Research in Business and Management, 2(9), 19-32.

Steenkamp, J. B. E., & Baumgartner, H. (1992). The role of optimum stimulation level in exploratory consumer behavior. Journal of consumer research, 19(3), 434-448.

Sun, Y. (2009). Mining tourism market opportunities, revitalize tourist souvenirs industry. Market Modernization, 564, 237-238.
Taipei 2017 29th Summer Universiade (2017). About Universiade. Retrieved January 17, 2017 from http://www.taipei2017.com.tw/files/13-1000-276.php

Tapscott, Don. (1998) Growing Up Digital : The Rise of the Net Generation, McGraw Hill, NY, USA

Tranter, P., & Lowes, M. (2009). The crucial “where” of motorsport marketing: Is motorsport now “a race out of place”? International Journal of Sports Marketing & Sponsorship, 11(1), 60-79.

Trail, G.T., Robinson, M., & Kim, Y.K. (2008). Sport consumer behavior: A test for group differences on structural constraints. Sport Marketing Quarterly, 17, 190–200.

Traveler's notes (1995). Consumer Reports Travel Letter, 234.

Um, S., & Crompton, J. L. (1990). Attitude determinants in tourism destination choice. Annals of tourism research, 17(3), 432-448.

Van Trijp, H.C.M. and J.-B.E.M. Steenkamp (1992). Consumers' variety seeking tendency with respect to foods: Measurement and managerial implications. European Review of Agricultural Economics, 19, 181-195.

Venkatraman, M. P., & MacInnis, D. J. (1985). The epistemic and sensory exploratory behavior of hedonic and cognitive consumers. NA-Advances in Consumer Research, 12.

Walters, C. G., & Bergiel, B. J. (1989). Consumer behavior: A decision making approach. Livermore, CA: South-Western Publishing

Weidenfeld, A., Williams, A. M., & Butler, R. W. (2014). Spatial competition and agglomeration in the visitor attraction sector. The Service Industries Journal, 34(3), 175-195.

Wright, P. L. (1973). The cognitive processes mediating acceptance of advertising. Journal of Marketing Research, 10, 53-67.

Yang, M. X. (1999). Introduction to tourism. Taiwan: Yang Chih Book Company.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.