Investigating the Factors of Blogs Influencing Taiwanese Touristsâ Purchasing Intentions of Japanese Souvenir

by Kazuma Hirahata

Institution: NSYSU
Department: IBMBA
Degree: Master
Year: 2015
Keywords: Taiwanese tourists; blogs; cognitive attitude; affective attitude; purchasing intentions; souvenir
Record ID: 1387978
Full text PDF: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0109115-165739


The existence of blogs has become significant for Taiwanese tourists visiting Japan. Taiwanese tourists are prone to read blogs to obtain Japanese souvenir-related information and make a purchasing decision before they visit Japan. Hence, we cannot ignore the importance of The focus of this research is to investigate how blogs influence Taiwanese touristsâ purchasing intentions of Japanese souvenir through the perception of Japanese souvenir image based on affective attitudes (generating empathy and experiencing appeal) and cognitive attitudes (delivering knowledge and providing guidance). A series of interviews as a qualitative method were conducted, which provided significant information on the beliefs, perspectives, and values of Taiwanese tourists toward this research. The results showed the evidence that generating empathy and experiencing appeal (affective attitude), and providing guidance (cognitive attitude) are critical factors influencing Taiwanese touristsâ perception of Japanese souvenir image. Moreover, the overall perception of Taiwanese touristsâ image for Japanese souvenir greatly influence their purchasing intentions of Japanese souvenir.