中文摘要
近年來台灣為了發展觀光事業，除了加強觀光區域硬體的整修外，也全力發展各具特色的紀念商品，來吸引觀光人潮。企業的紀念商品雖不是一項高涉入的產品，但消費者對商品的購買決策過程卻是十分複雜與難懂的，且購買行為也牽涉相當多的層面。展示櫥窗及型錄是銷售業者銷售商品時主要的傳播工具，消費者可藉由展示櫥窗的商品及型錄得知相關資訊，並對此銷售業者品牌形成認知與態度，以影響日後購買紀念商品意願。
本研究以搭乘台北捷運的人口比例為基礎，採分層隨機便利抽樣方式進行。本研究共發放150 份問卷，回收112份。本研究利用AMOS線性關係結構模式來驗證研究結果為：展示櫥窗的商品及型錄所提供的資訊會影響到品牌的認知與態度，展示櫥窗的商品及型錄將會影響消費者購買的意圖，品牌態度會影響日後購買紀念商品的意圖，知覺品質與知覺價值、價格接受度與知覺價值、情緒與知覺價值、知覺價值與品牌態度、知覺價值與品牌態度、品牌態度與購買意願皆存在正向的關係。

ABSTRACT
In recent years, Taiwan has endeavored to overhaul its scenic spots and deliver a wide variety of characteristic souvenirs to develop its tourism industry and to attract visitors. Although the souvenir is not a high involvement product, it is hard to predict customer’s purchase intention, which is complicated, hard to be sorted, and affected by many factors. Most retailers choose the window display and the catalogue as major media to introduce their goods to customers and to promote their sales. Through these media, customers will acknowledge and establish an atti-tude toward the retailer’s brand, and eventually make their decision on purchasing.
This study is based on a stratified random sampling sur-vey on passengers traveling by Taipei Metro. We deliv-ered 150 questionnaires and collected 112 effective sam-ples. After applying the AMOS Linear Structure Relation Model to analyze collected data, the survey results show that the window display and the catalogue have affection on customer’s purchase intention as well as customer’s acknowledgement and attitude toward retailer’s brand, and customer’s attitude toward retailer’s brand has affec-tion on future purchase. Positive correlations are also found between the perceived quality and the perceived utilitarian; the price acceptability and the perceived utilitar-ian value; the price acceptability and the perceived utilitar-ian value; emotions and the perceived hedonic value; the perceived utilitarian value and the brand attitude; the per-ceived hedonic value and the brand attitude; the brand at-titude and the purchase intention.

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