II. REVIEW OF LITERATURE
2.4 Souvenir Purchasing Behavior
Souvenir purchasing is recognized as a behavior linked alongside many events, such as travelling, events and leisure activities. Most individuals will purchase tangible products like souvenir as a form of evidence of the places traveled and experienced (Littrell et al. 1994).
This kind of behavior will differ from individuals and people with different experiences, in addition, individuals has many different variety of souvenir to choose from, like, T-shirts, mugs, key rings and so on.
Shopping while traveling is one of the main activities for tourists (Fairhurst, Costello, and Holmes 2007), souvenir purchasing is a noteworthy part of the shopping expenditure (Lehto et al. 2004). Preceding researches have found that shopping spending is almost a third of the overall travel (Littrell et al. 1994; Fairhurst, Costello, and Holmes 2007). Even though there have been many studies on souvenirs but further research on shopping and souvenir purchasing is needed (Lehto et al. 2004). Previous studies focuses more on the souvenir type, functions and its uses (Love and Sheldon 1998), however, little studies on souvenirs usage and motivation for souvenir purchases has been found (Shenhav-Keller 1993; Lehto et al.
2004)
Souvenir of 2017 Summer Universiade
Hosting mega sporting events such as the Universiade games has become important part of history for countries and cities (Chanavat & Desbordes, 2014). Hosting this world class sport event does not only contain sport and entertainment, but it transforms into market economy (Tranter & Lowes, 2009). According to the previous research, “ticket” and
“souvenir” play a crucial role in the revenue of sport events (Buhler, Heffeman, & Hewson, 2007; Fang, 2009). Taipei City is going to host the 29th Summer Universiade in 2017, the table 1 below shows the type and prices of the souvenir for the game (Taipei 2017 29th Summer Universiade, 2017).
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Table 1.
Souvenir for the 2017 Summer Universiade
Type Description Price (NT$)
Mouse Pad High quality, full-color printing, durable, dust and stain resistant
99
Universiade Memorial Badge
Magnet badge that can be wore easily on the cap, bag or coat.
100
Mascot Paper Tape 4 different colors, with mascot design on it. 150 Drawstring Bag-Taipei 2017 Golden Universiade logo imprinted, simple
but Elegant!
250
Mascot Action Figure Eco friendly, waterproof, and can be assembled easily.
80
Logo L Folder Colorful L folder with 2017 Universiade logo.
30
Mascot Key Ring Unique design with combination of 2017 Universiade logo and mascot.
199
Foldable Cellphone Stand For all smartphone size within 6 inch. 180 Nuncha Pen The Nuncha Pen design was taken from this
Chinese weapon-Nunchaku.
600
Notebook Unique designed with dual-open box, one side is with silver pens, and another side is with mascot memo.
250
Tinplate Badge Badge with cute mascot, suitable for collection or gift.
60
(Continued)
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Logo Mug The design is with the colorful bubbles of Universiade.
300
Magic Scarf Multi functions can be use as Hair band, Scarf, Fillet, Eared cap, Pirate cap, Pound cap, Desert cap, Cuff and Respirator.
220
Logo Polo An embroidered Universiade logo adds a stroke of fun to this classic polo shirt.
650
Logo T-shirt With 2017 Taipei Universiade logo imprinted.
399
Logo Cap The sports cap with Universiade logo has 3 different kind of design.
250
Bravo Plush Doll Taiwanese Formosan black bear. 580
To Go Tumbler Cups made from corn plastics 480
According to Chang and Tai (2015) they suggested that, the most wanted souvenir for 2017 Summer Universiade games are T-shirt ranking first, followed by mugs, key rings and mascot ranking fourth, most wanted souvenir . The prices that students are willing to pay for a T-shirt are in range between NT$300~800, mugs are range in between NT$150~300, key rings are in between NT$50~200 and for the mascot, it is between NT$100~490.
Individuals are much more likely to buy souvenirs that can save personal experience and memories. In fact, one of the most important purposes of souvenir is to allow people to remember the place visited, while to remembering the local customs, local features, and related festivals. (Gordon, 1986). On the other hand, souvenir should combine with natural, cultural resources and local industries that can be a resemblance of the local characteristics and cultural connotation (Andereck, Valentine, Knopf, & Vogt, 2005). Therefore, the
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souvenir of 2017 Taipei Universiade should also be integrated into the local characteristics of the city or country, and with different designs to create impressive collective value.
2.5 Demographics
Demographics plays a role in consumers’ response to products, it is noted that gender age, education level monthly disposable income level marital status, and media habit plays an important role in consumers’ responsiveness as follows in more detail:
Gender
The differences in the behavior and attitude of the gender have been studied in psychology of business studies. These studies suggest that female are more motivated (Chaganti, 1986) and have a lesser verge for business growth than man (Cliff, 1998). In the financial sector, studies shows that women takes less risk behavior than men, moreover, women shows more confidence and relies themselves more while making decisions when buying products.(Bajtelsmit & VanDerhei, 1997; Hinz, McCarthy, & Turner, 1997;
Lundeberg, Fox, & Puncochar, 1994; Lewellen, Lease, & Schlarbaum, 1977).
Age
Age is one of the significant part of demographic variables, which have influences on purchasing behavior on souvenir. People that are in different age groups can react differently to the various point of view in souvenir. They may want to buy them from different
destinations or seek for different dimensions of value, such as functional value, social value, individual value, financial value, and functional value can be different for people of different age groups (Srinivasan, Srivastava & Bhanot, 2014). Attitudes and behavior can be affected by age(Beatty & Smith, 1987). As people get older, they show more unwillingness to buy new products because they become more considerate, and seek superior assurance in their
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decisions. It is considered that the elders become additionally negative toward new products (Pommer, Berkowitz, & Walton, 1980).
Monthly Disposable Income
Consumers respond to maximize their utilities when buying products. Therefore, studies in the past have focused on money saving as a main consumer benefit of deals (Blattberg &
Neslin, 1990). Disposable income remaining after subtraction of taxes and social security charges, available for an individual or household to be spent as one wishes. It is also
recognized that the lower the disposable income, the more challenges it is for consumers to do purchasing activities. This suggests it will have influence on consumer purchasing behavior (Kim et al. 2002).
Media Habit
The changes in the past 50 years have hanged rapidly and significantly in the communication industries. First the arrival of television created mass communication, enabling organizations to communicate large audiences quick, chap and vary effectively.
Moreover, having Internet arriving to the homes as fast as television (Tapscott 1998) making it a good tool for marketers to communicate. Many entrepreneurs, having recognized the potential of this media, which enable them to promote their product and services through webpages, Internet or even advertising banners. As people choose to use these medias, it is a great strategy for organizers to find opportunities to target their audiences (Anonymous, 1997), therefore consumers that has media habits, or uses medias more, tend to have higher chances of seeing advertisements on the media, which allows the practice of communicating media, giving them ready approach to information that was previously unavailable.
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2.5 Summary
It is essential to examine the different demographic groups who are more likely to purchase the souvenir from the 2017 Summer Universiade. Examining different demographic segments, exploratory buying behavior tendency, attitude toward information and purchase intention helps understand consumers souvenir pre-purchasing behavior for the 2017 Summer Universiade. The concept of exploratory buying behavior tendency, consumers can have two methods of exploratory buying behavior tendency, such as exploratory acquisition of products (EAP) and exploratory information seeking (EIS). Individuals with higher EAP enjoys it more while taking risks in buying products that they are not familiar with, and are keener to try new and creative products, this can be for consumers that are willing to try new products such as souvenir from the 2017 Summer Universiade. Consumers with higher EIS are more
explorative and tend to seek for more information when purchasing new product (Steenkamp
& Baumgartner, 1996). Consumers with higher EIS will seek for more information of souvenir from 2017 summer Universiade before buying the souvenir they are not familiar with.
Attitude toward information as indicated by Murray (1991) that there are four information sources used in the consumer information acquisition process. They are: a.
personal direct observation and experience; the experience or observation the consumers have from previous or upcoming summer Universiade. b. advice of social sources, this is the advices and social sources of 2017 Summer Universiade received from friends, families, significant others, and acquaintances. c. mass media or marketing sources of 2017 Summer Universiade consumers observe and receive, and finally with. d. editorial or neutral sources that consumers receive about the Summer Universiade
Mullen and Johnson’s (2013) purchasing intention is the planning of buying or the use of souvenir from the Summer Universiade. Intention delivers a connection between consumers' such as their behavior toward the souvenir from the game.
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There was limited knowledge on the relationship between exploratory buying behavior, and attitude toward information; exploratory buying behavior tendency toward purchasing intention: and attitude toward information and purchasing intention of souvenir from 2017 Summer Universiade. Through literature review, consumers that has higher EAP or EIS is related to consumers purchasing intention, with higher EAP or EIS consumers will take risk in buying souvenir or search for information about the souvenir, this is purchasing intention of the consumer.
The prices of souvenir is close to what students can afford except for the mascot, the price of the mascot is NT$580 (Taipei 2017 29th Summer Universiade , 2017), but according to Chang and Tai (2015) the mascot students are willing to pay for is in between
NT$100~490.
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CHAPTER III METHODLOGY
The purpose of this thesis was to investigate the demographic background of the university student and the differences among different demographics of the students on exploratory buying behavior tendency, attitude toward information, and purchasing intention.
In addition, examining the relationship between exploratory buying behavior tendencies, attitude toward information, and purchasing intention.
In this chapter, the research methodology was designed to explore research questions. It is divided into five part; research structure, population and sample, research design and procedure, instruments and data analysis.
3.1 Research Structure
The purpose of this study was to examine university student souvenir pre-purchasing behavior for the 2017 Summer Universiade. The university students’ characteristics used demographic variables to examine various analyses
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Figure 3. Framework of research
3.2 Populations and Participant
This research was to investigate consumers’ exploratory buying behavior tendency, attitude toward information and purchase intention. This research focused on university students from Fu Jen Catholic University, National Taiwan Normal University, University of Taipei and National Taiwan University. These university students were chosen as the
respondent because; several 2017 Summer Universiade Games competition venues will be held in the above-mentioned university. According to Krejecie and Morgan’s (1970) table for determining sample size for a 95% of confidence level, 384 questionnaires will be needed. In this study, 600 questionnaires were handed out to the four universities, with a return rate of
Demographic
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100%, and 551 valid questionnaires for this study. Krejecie and Morgan (1970) used the following formula to determine sampling size.
S = X2 NP (1-P)/ d2 (N-1) + X2 P(1-P) S = required sample size
X2 = the table value of chi-square for one degree of freedom at the desired confidence level N
= the population size
P = the population proportion (assumed to be .50 since this would provide the maximum sample size)
d = the degree of accuracy expressed as a proportion (.05)
3.3 Research Design and Procedure
In this section, after the concept formation was formed, research problems were assured and data collection from relevant literature (exploratory buying behavior tendency, attitude toward information and Purchasing intention) was established for the preparation of the research instrument. The following research procedure is shown in figure 4
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Figure 4. Procedure
3.4 Instruments
The instrument was originally written in English, but for Taiwanese population, all instruments were modified from English to Traditional Chinese for each group of participants.
To achieve the purposes, the instrument included the following:
1.Reviewing relevant literature
2.Identify research topic
3.Desinging research method
4.Developing the instrument
5.Questionaire design
6.Reliability check
7.Data Analysis
8.Presenting the report
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Exploratory Buying Behavior Tendency Scale
20-item Exploratory Buying Behavior Tendencies (EBBT) inventory based on 5-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree), which includes of 10- item subscale of Exploratory Acquisition of Product (EAP) and 10- item subscale of Exploratory Information Seeking (Baumgartner & Steenkamp, 1996). Moreover, For the original inventory, the estimates of internal consistency based on Cronbach’s alpha for the EAP and EIS ranged from .75 to .84 (Baumgartner & Steenkamp, 1996). The Cronbach’s alpha for this study is in range from .84~.88 as can be seen in table 2.
Table 2.
Exploratory Buying Behavior Tendency Scale
Scale Item Questions Cronbach’s
Exploratory Acquisition of
Product
1. Even though certain different types of souvenir are available, I tend to buy the same type.
2. I tend to stick with a souvenir from Summer Universiade I usually buy souvenir and will not try other unfamiliar souvenir.
3. I think of myself as a brand-loyal consumer for Summer Universiade Souvenir.
4. When I see a new type of souvenir, I’m not afraid of giving it a try.
5. When I go to a souvenir store, I feel it is safer to purchase the type of souvenir I am familiar.
6. If I like a souvenir, I rarely switch from it to try different type of souvenir.
.84
(Continued)
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7. I am very cautious in purchasing new or different souvenir.
8. I enjoy having different type of souvenir, thus I will buy unfamiliar type of souvenir.
9. I rarely buy same type of souvenir about which I am uncertain how well they look.
10. I usually buy the same type of souvenir
Exploratory Information
Seeking
11. I feel that reading advertising or information about souvenir from 2017 Summer Universiade is a waste of time.
12. I like to go to souvenir store to find out the latest souvenir.
13. I get very bored listening to others about their purchases.
14. I often pay attention to advertisements of souvenir from 2017 Universiade
15. I don’t like to shop around just out of curiosity 16. I like to browse through mail order catalogs for souvenir from 2017 Summer Universiade even when I don’t plan to buy any souvenir
17. I usually throw away mail advertisements without reading them
18. I like to shop around in souvenir store and look at displays of souvenir from 2017 Summer
.88
(Continued)
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19. I don’t like to talk to my friends about my purchases of souvenir
20. I often read advertisements for souvenir just out of curiosity
Attitude Toward Information Scale
The 22-item information sources inventory developed by Murray (1991) indicated that there were four information sources used in the consumer information acquisition. They were:
(a) mass media or marketing sources which has 7 questions; (b) personal direct observation and experience which has 3 questions; (c) the advice of social sources, including family members, significant others, friends, and acquaintances which has 4 questions; and (d) editorial or neutral sources with 8 questions. The 22 items had a 7-point Likert type scale ranging from 1 (definitely not) to 7 (definitely would) and high mean scores indicated a high level of information search behavior. The estimates of internal consistency reliability
estimates by Cronbach’s alpha from 0.70 to 0.88 (Murray, 1991). In addition, this study’s cronbach’s alpha is from .62 to .89 as can be seen on table 3 and the overall cronbach’s alpha is .93
Table 3.
Attitude Toward Information Scale
Scale Item Questions Cronbach’s
Marketing Ad/Selling
1. Ask for a demonstration of the souvenir.
2. Ask the opinion of the salesperson or staff.
3. Pay attention to magazine ads about the souvenir before buying.
.82
(Continued)
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4. Ask to try or sample the souvenir before purchasing.
5. Pay attention to TV commercials about the souvenir before buying.
6. Ask the opinion of the owner or manager of the facility or retail store.
7. Ask the opinion of an employee or the company offering the souvenir, such as the receptionist, desk staff, professional, etc.
Personal Experience
8. Think about my previous involvement with this type of souvenir.
9. Rely on past personal experience.
10. Try to experience first-hand all I could about the souvenir.
.63
Opinion of Others
11. Try to remember what alternative my friends use.
12. Pay attention to radio commercials for the souvenir.
13. Ask the opinion of a friend or someone I know.
14. Try to recall relevant events which I can associate with this souvenir.
.74
Neutral Sources
15. Ask a member of my family or a relative for
their opinion. .89
(Continued)
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Purchasing intention Scale
The willingness to buy was construct was measured with a three item scale measured in 5-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree) (Dodds, Monroe, and Grewal, 1991). The estimates of internal consistency reliability estimates by Cronbach’s alpha is .92 (Dodds, Monroe, and Grewal, 1991). In this study the cronbach’s alpha for purchasing intention is .90
16. Check some type of printed consumer information source for objective ratings, e.g., Consumer Reports, etc.
17. Consider what a magazine article may say about the product.
18. Pay attention to newspaper ads about the product before buying.
19. See a written description of the product or service or study a detailed descriptive analysis of the product or service.
20. Read available information such as printed brochures, pamphlets, or other information provided by the seller.
21. Read a report written by a knowledgeable third party, such as an event host or consultant, authority on souvenir, or someone with similar expertise.
22. Pay attention to what previous users of the souvenir (customers) had to say about it.
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Table 4.
Purchasing Intention Scale
Scale Item Questions Cronbach’s
Purchasing Intention
1. I would purchase this souvenir from 2017 Summer Universiade.
2. I would consider buying at this price.
3. The probability I would consider buying.
.90
Demographic.
The demographic are composed by 6 items, which are described as follow:
1. Gender 2. Age
3. Monthly disposable Income
4. Money willing to spend on souvenir from Taipei Summer Universiade 5. Media Habit
6. Type of souvenir from Taipei Summer Universiade willing to buy 7. School
Table 5.
Demographic Table.
1. Gender (1)□ Male (2)□ Female 2. Age ________years old
3. Monthly disposable income? (1)□ None (2) ________NT dollar 4. Money willing to spend on souvenir from Taipei Summer Universiade?
(1)□Under NT$1,000 (2)□NT$1,000- NT$2,000 (3)□NT$2,001- NT$3,000 (4)□NT$3,001- NT$4,000 (5)□NT$4,001- NT$5,000 (6)□Above NT$5,000
(Continued)
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5. Media Habit (1)□Television (2)□Newspaper (3)□Internet (4)□Media 6. Type of souvenir from Taipei Summer Universiade willing to buy?
(1) □ Bravo Plush Doll (2) □ Universiade POLO Shirt (3) □Universiade Magic Scarf (4) □ Universiade Mug (5) □ Universiade Paper Tape (6) □Universiade Drawstring Bag
(7) □ Universiade Pin (8) □ Taipei T-shirt (9) □ Universiade Cap
(10) □ Universiade Nunchaku pen(11) □ Universiade Key Ring(12) □ To Go Tumbler
3.5 Data Analysis
Data analysis consists of descriptive analysis, independent sample t test analysis, correlation analysis, analysis of variance (ANOVA) with independent samples and multiple linear regression (MLR) will be statically analyzed using IBM SPSS Statistics windows 22.0.
Descriptive Analysis
The descriptive analysis was used to examine all the variables and remove all the invalid questionnaires.
Independent samples t test analysis
A t test analysis was used to analyze if the mean of the participant significantly differs.
Analysis of Variance (ANOVA) with independent samples
Analysis of variance was performed to analyze the difference between the variables.
ANOVA is used to compare the variables for the significance.
Pearson Correlation Analysis
Correlation Analysis was used to analyze whether the variables are associated to one another Multiple linear regression (MLR)
MLR was used to determine the relationship among the variable and the amount of variance a set of variables explains the dependent variable.
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CHAPTER IV
RESULTS AND DISCUSSIONS
The purpose of this research was to investigate the relationship between demographic background of the university student and the differences of the demographics of the university student on exploratory buying behavior tendency, attitude toward information, and purchasing intention. In this study 600 questionnaires were handed out to the four universities, with return rate of 100%. Finally, after deducting some invalid questionnaires, 551 (92%) valid questionnaires were used for this study. In this chapter, the results and discussion was designed to answer the research questions. It is divided into five part; descriptive analysis of the participants, diversity analysis between genders toward souvenir pre-purchasing behavior, correlation analysis, regression analysis and research discussions
4.1 Descriptive Analysis of the Participants
The questionnaires were obtained on the 20 March 2017 to 12 April 2017, using
exploratory buying behavior tendency, attitude toward information, purchasing intention scale
exploratory buying behavior tendency, attitude toward information, purchasing intention scale