紀念品一直以來都被視為旅遊中重要的一部分，也是深具意義的實體物品。在旅遊過程中人們會利用蒐集紀念品來保留回憶，而旅遊過後旅客所擁有的紀念品便成為連結回憶的最佳物品。因此，本研究著重於探究紀念品在旅遊後可能會產生的回憶與情感，並從其中了解這些回憶的影響性，進而發掘紀念品是否在旅遊後為旅客帶來不一樣的附加價值。 本研究的目的在於探索旅客的紀念品購買動機、回憶與情感，並了解購買動機、回憶與情感對其重遊意願之影響。由於動機、情感及回憶均是一種內心深層的表現，有其研究上之困難。因此，本研究以質量並行的方式進行二階段探討。首先以質性研究—網路民族誌，先行探索旅客對紀念品的購買動機、紀念品引發的回憶與情感之要素，第二階段的量化研究則以結構方程式，驗證紀念品的購買動機對紀念品引發的回憶與情感之影響，並瞭解紀念品引發的回憶與情感對重遊意願之影響。 結果發現旅客購買紀念品的動機會影響之後的情感反應有顯著的正、負向影響；紀念品的購買動機對紀念品引發的動機有顯著且正面的影響；紀念品的情感及紀念品引發的回憶對重遊意願有部份顯著的正向影響。最後，本研究將針對分析結果進行討論及提出實務建議。 Souvenirs have been regarded as an important part of tourists, while also meaningfulobjects. During the tour, souvenirs were collected by people in order to keep memories,which become the best connection to the memories after the tour. This study focuses on the possibility the memories and the affection could occurafter the tour by the souvenirs. Furthermore, try to understand the influence of thesememories and to exam if souvenirs could bring the different value for tourists after thetour. The purpose of this study is to explore the connection among the motivations ofpurchasing souvenirs, the memories and the affection occurred by the souvenirs, andfigures out the influence of willing to revisit the place. It is difficult to process this study because motivation, affection and memory aredeep inner performances. That's way this study is conducted in both quantitative andqualitative researches through two stages. First of all, Netnography, a qualitative research, discusses the elements of themotivation of purchasing souvenirs, the memories and the affection triggered bysouvenirs. Second, the Structural Equation Modeling, a quantitative research, examinesthe memories and the affection effected by souvenirs and the influence of that in revisitwilling. The results showed that the motivation of purchasing souvenirs has significantpositive and negative influence; the motivation of purchasing souvenirs has significantpositive influence in memories; the affection and the memories occurred by souvenirshave significant positive influence in revisit willing. Last but not least, this study is goingto discuss and give practical suggestions according to the analyzed result.
