This study aims to take Kinmen County souvenirs as an example to explore the impact of tourism souvenir product brand image and purchase motivation on brand purchase intention. Analyze the data collected through the Internet, on-site research and in-depth interviews based on the Kinmen Consumer Questionnaire, and use comprehensive analysis and other data file processing methods.
The research results show that the brand image and purchase motivation of souvenir sales in Kinmen area have a significant impact on brand purchase intention. Specifically, a positive brand image and triggered purchase motivations can increase consumers' willingness to purchase the brand. These findings help to better understand consumer behavior and provide valuable insights into developing effective marketing strategies. Brand image is a key factor in brand success, and it directly affects consumers' actual purchasing behavior. Therefore, understanding the factors that influence brand image and purchase intention is crucial to developing effective marketing strategies.
Brand image refers to consumers' perception of the brand, and purchase motivation reflects consumers' willingness and reasons to purchase products. They are two important factors that affect brand purchase intention. This study takes Kinmen as an example to explore the impact of brand image and purchase motivation of various types of local souvenir products on brand purchase intention. Questionnaires were distributed online and directly in Kinmen. A total of 250 valid questionnaires were collected, and nearly 30 people were interviewed in depth. The collected data is analyzed using methods such as comprehensive analysis to examine the relationship between brand image, purchase motivation and brand purchase intention. Specifically, this study shows that both brand image and purchase motivation have a significant impact on brand purchase intention. Positive brand image and strong purchasing motivation can increase consumers' willingness to purchase the brand.
