大學生對2017世界大學運動會紀念品購前行為之研究

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(1)A Study of the Consumers’ Souvenir Pre-Purchasing Behavior for the 2017 Summer Universiade. By Yu-Feng Wu A Thesis Submitted to the Graduate Faculty in Partial Fulfillment of the Requirements for the Degree of MASTER OF EDUCATION. Major: Department of Physical Education Advisor: Mei-Yen Chen, Ph. D. College of Sport and Recreation National Taiwan Normal University Taipei, Taiwan June, 2017.

(2) A Study of the Consumers’ Souvenir Pre-Purchasing Behavior for the 2017 Summer Universiade June, 2017 Author: Wu, Yu-Feng Advisor: Chen, Mei-Yen Abstract The next hosting city for the 2017 Summer Universiade Games will be Taipei, this will be a great advantage for Taiwan to be seen capable of hosting a global scale event, meanwhile it will also be an opportunity for the host city to raise the profile of the city, by using souvenir as the events image and create short term economic benefit. In addition, since environment and factors such as strategy have influence in purchasing souvenir, marketers must also consider the social and psychological aspects that are likely to influence consumer pre-purchasing behavior, such as what goes on inside the consumer’s mind. Furthermore, consumers also use information as a way to reduce the risks associated with product purchases. A number of research findings indicate that the more the degree of perceived risk in pre-purchase product evaluation, the greater the consumers’ tendency to seek information about the product. The purpose of this research was to better recognize consumer’s exploratory buying behavior tendencies, attitude toward information and Purchasing intention toward souvenirs from the 2017 Summer Universiade. Moreover, to answer the research question, a quantitative approach was chosen for this study, by using questionnaire survey, a total of 551 valid questionnaires were obtained. According to the data collected from the questionnaire, internal consistency reliability analysis, descriptive analysis, t-test, correlation analysis and linear regression analysis were analyzed. The results were as follows: 314 females accounting for (57.1%); on the other hand, there were 236 males accounting for i.

(3) (42.9%) and the average age is 21.9 years old. The average monthly disposable income of the participants is NT$6452.17 and 91.2% of the participants are not willing to spend more than NT$1000 on souvenirs. Another notable finding is that 86.1% of the participants use Internet as their media habit. Moreover, the consumers’ exploratory buying behavior, attitude toward information and purchasing intention correlate to each other significantly. The exploratory acquisition of product, exploratory information seeking and opinion of others has positive predictive power toward purchasing intention. Furthermore, when comparing the types of souvenirs from the event, the most common type of souvenir for both male and female participants willing to buy is the Universiade Drawstring Bag. Another notable result is that females has higher exploratory information seeking than males, on the other hand, males has higher purchasing intentions than females. Based on this study, participants interest on the Universiade Nunchaku Pen and Magic scarf is least favourable, therefore it is highly suggested that the marketing strategy of the souvenirs for 2017 Summer Universiade should be improved, such as having more commercials and advertisements on social medias, so that consumers builds attraction and knowledge which can increase consumers purchasing intention.. Keywords: marketing, EBBT, purchasing intention, information search. ii.

(4) 大學生對 2017 世界大學運動會紀念品購前行為之研究. 2017 年六月研究生: 吳宇豐指導教授: 陳美燕摘要 2017 年夏季世界大學運動會將於臺灣的臺北市舉行，這對臺灣而言是一個極佳的優勢，被視為有能力舉辦全球性的大型活動，同時也是主辦城市提升城市形象的良好機會，例如可透過紀念品強化國際印象與知名度，創造短期之經濟效益。其中環境與策略即是影響購買紀念品相關因素，行銷人員還必須考慮可能影響消費者購買行為之社會與心理面向，如消費者心中的想法。另外，消費者還使用資訊來降低購買產品時的風險。部分研究結果顯示，消費者在購買前評估產品中感知風險程度越高，傾向於尋求有關該產品的資訊感受就越高。本研究目的為探析消費者對 2017 年夏季世界大學運動會的消費者購買行為傾向、對資訊的態度與對紀念品的購買意向。因此，為能完整回應研究問題，本研究應用量化研究法，透過問卷調查，共獲得 551 份有效樣本。根據回收問卷數據進行信度分析、描述性統計分析、t 檢定、相關分析與迴歸分析。研究結果顯示：本次研究中女性參與者為 314 人（57.1％），男性參與者為 236 人（42.9％），參與者的平均年齡 21.9 歲。每月平均可支配收入為新台幣 6452.17 元，而 91.2％的參與者不願意購買超過新台幣 1000 元的紀念品。另一個值得注意的發現是有 86.1％的參與者喜歡使用網際網路作為媒體習慣。此外，研究顯示消費者的探索性購買行為，對資訊態度與購買意願呈現顯著正相關。探索性購買行為傾向與資訊態度對購買意願具有正向的預測能力。而在比較活動紀念品的購買意願時，發現男、女參與者對於紀念品的首要選擇為 2017 年夏季世界大學運動會的束口袋包，同時女性比男性更高的資訊搜尋行為，但男性的購買意願高於女性。而購買意願最低的紀念品則是雙節棍筆與魔術圍巾。基於研究結果，本研究建議臺北市政府應改善 2017 年夏季世界大學運動會紀念品的行銷策略，使消費者建立更好吸引力與產品知識度，提升消費者的購買意圖。 iii.

(5) 關鍵字: 行銷、探索性購買行為傾向、購買意願、資訊搜尋. iv.

(6) ACKNOWLEDGEMENT To successfully completing my master thesis, which is part of my education journey. I would like to take this opportunity to thank my advisor Dr. Mei-Yen CHEN, for being such a caring and loving advisor. Specifically, I thank you for your guidance, support, professionalism and allowing me to follow my own interest. My gratitude to the committee members Dr. Yen-Chun LIN and Dr. Wen-Bin LIN, your guidance, expertise and thoughtful encouragement during my thesis process is deeply appreciated. I must thank you for your time, and suggestions, which improved the quality of my thesis. During the two years of my master’s degree at National Taiwan Normal University, I want to take this chance to thank the teachers and friends. I was very fortunate to have the opportunity to meet many outstanding teachers and friends who made the times during pursuing of my education more meaningful, enjoyable, worthy and possible. Finally, my deepest gratitude and appreciation goes to my family. To my father- Mr. Liang-Ping WU, my mother Mdm. Yuh-Chiu KAO, my brothers Mr. Yu-Chiang WU and Mr. Yu-Tai WU for supporting me, mentally, emotionally and financially. My family has made me a better person than yesterday, their constant encouragement means the world to me.. National Taiwan Normal University Department of Physical Education Masters Yu-Feng WU June, 2017. v.

(7) TABLE OF CONTENTS. Abstract….…………………………....…………….………………………………... i. Acknowledgment…………………………………………………………………….. v. Table of contents…………………………………………………………………….. vii Tables……………………………………………………………………………....... ix x. Figures……………………………………………………………………………….. CHAPTER. I.. PAGE. INTRODUCTION………….…………………………………….. 1 1.1 Rationale for the Study……………...………………………………….. 1. 1.2 Purpose of the Study….…………….………………………………….. 4. 1.3 Research Questions……...……………………………………………... 4. 1.4 Delimitations……..………….…………………………………………. 5. 1.5 Definition of Terms…..….……………………………………………... 5. II. REVIEW OF LITERATURE……….…………………………... 7 2.1 Exploratory Buying Behavior Tendency…………………….…………. 7. 2.2 Attitude Toward Information………………………………………….. 10 2.3 Purchasing Intention…...……………………………………………..... 18. 2.4 Souvenir Purchasing Behavior………………………………………… 20 2.4 Demographic....………………………………………………………... 23 2.5 Summary………………………………………………………………. vi. 25.

(8) III. METHODOLGY………….……………………………………… 27 3.1 Research Structure……..………………………………………………. 27 3.2 Populations and Participant…...……………………………………….. 28. 3.3 Research Design and Procedure…………………….…………………. 29 3.4 Instruments.………….………..……………………………………….. 30 3.9 Data Analyses……...…………………………………………………... 37. IV. RESULTS AND DISCUSSIONS.……………………………….. 38 4.1 Descriptive Analysis of the Participants ………………………………. 38 4.2 Diversity Analysis between Genders Souvenir Pre-Purchasing behavior……………………………………………………………………. 43 4.3 Correlation between Exploratory Buying Behavior, Attitude toward Information and Purchasing Intention……………………………………… 45 4.4 Relationship between Exploratory Buying Behavior, Attitude toward Information and Purchasing Intention……………………………………… 46 4.5 Research Discussions………………………………………………….. 47. V. CONCLUSIONS AND RECOMMENDATIONS….…………... 50 2.1 Conclusion………….………………………………….…….………… 50 2.2 Recommendation ………………….………………….……………….. 52. References……...………..……………………...………………………………........ 54. vii.

(9) Appendices…………………………………………………………………………... 63 A. Questionnaires in English Version…………………...…......………….. 63 B. Questionnaires in Chinese Version…………………..….…..…………... viii. 66.

(10) TABLES. Table 1. Souvenir for the 2017 Summer Universiade……………………………... 21 Table 2. Exploratory Buying Behavior Scale…………………………………….... 31. Table 3. Attitude Toward Information Scale……………………………………… 33 Table 4. Purchasing Intention Scale……………………………………………….. 36 Table 5. Demographics……………………………………………………………. 36 Table 6. School Allocation Table………………………………………………….. 37. Table 7. Gender Allocation Table…………………………………………………. 39 Table 8. Age and Monthly Disposable Income Allocation Table…………………. 39 Table 9.. Amount of Money Willing to Spend on Souvenir Allocation Table…….. 40. Table10. Media Habits Allocation Table………………………………………….. 40 Table11. Media Habits Allocation Table………………………………………….. 41 Table12. Type of Souvenir Different Genders Willing to Purchase………………. 42 Table13. t-test Analysis between Genders………………………………………… 43 Table14. Correlation Analysis Allocation Table………………………………….. Table15.. 44. Regression Analysis of Exploratory Buying Behavior. Tendency, Attitude Toward Information toward Purchasing Intention……………... 45. ix.

(11) FIGURES. Figure 1. Search for Information ………....................................…………...……….. 11 Figure 2. Consumer Decision Process Stages……..……….…..…………………..... 15 Figure 3. Research Framework……………………………………………………… 28 Figure 4. Procedure………..………………………………………………………… 30. x.

(12) CHAPTER I INTRODUCTION This chapter is divided into five sections: rationale for the study, purpose of the study, research questions, delimitations and definition of terms.. 1.1 Rationale for the Study According to Gripsrud, Nes and Olsson (2010), countries and cities compete to host global mega sporting events such as the Olympic Games and Summer Universiade, even if it is at a high cost, this is because hosting a major sporting event can give many benefits, such as economic, social and cultural. Universiade Games is only second to the Olympic Games in terms of the event scale, in 2011 International University Sport Federation officially announced that Taiwan, Taipei finally succeeded in winning the right to host the 2017 Summer Universiade, this will be a great advantage for Taiwan to be seen capable of hosting a global scale event. (FISU, 2017). Hosting such an event has the potential to create great impact of international travelers to the hosting city (Hall, 1994). The travelers can enjoy natural sceneries, local traditions and customs, while participating in the sport event. Souvenirs from Taipei 2017 Summer Universiades are mouse pad, Universiade memorial badge, mascot paper tape, drawstring bag-Taipei 2017, foldable cellphone stand, mascot action figure, logo L folder logo mug, mascot key ring, magic scarf-deep grey, bag sealer-block, mascot fan-flame, mascot memorial badge and nuncha pen. The souvenir can be purchased by travelers for individual use, and be given as presents to friends and families (Yang, 1999). The sales coming from souvenir is one of the main sources of income for events and souvenirs generates a high revenue (Sun, 2003). Therefore, when designing souvenirs using elements of Summer Universiade can develop local tourism and increase economic returns 1.

(13) from tourism (Hsaio, 2004). However, having a great impact of consumers attending sport event does not necessary mean the people attending the sport event have high priority to shopping, although they do buy as they attend the hosting city (Traveler's notes, 1995). Shopping while traveling is very important because it is part of the travel leisure. Souvenirs are very important for the 2017 Universiade, it has become one of the marketing strategies for the event, souvenir which can be a resemblance of the hosting city. Purchasing souvenirs are important to travelers, it is a reminder of the place visited (Gahring, et. al., 1992). In addition, since environment and factors such as marketing strategy have influence in purchasing souvenir, marketers must also consider the social and psychological aspects that are likely to influence consumer behavior, such as, what goes on inside consumer’s mind. This is the value behind the study of consumer behavior in the field of marketing. In today’s progressively aggressive marketplace, the sport marketing strategist must not only pay attention with who, what, when, where, and how of marketing, but also with why consumers purchase souvenirs from the sport event. The importance of assisting the consumers is a great interest for the hosting city to market and expand the knowledge of consumers as a foundation for predicting their souvenir purchasing behavior. Hosting city should be able to determine the consumers’ purchasing behavior, such as understanding individual’s exploratory tendencies. Baumgartner and Steenkamp (1996) suggested that exploratory tendencies in the consumer buying process consist of seeking of different variety, search for new information, and recreational shopping are all suggestion of exploratory behavior. Moreover, Baumgartner and Steenkamp (1996) included that finding of consumer buying process, Exploratory Buying Behavior Tendency (EBBT) was established, these models are based on optimal stimulation level (OSL) theory that consisted of two procedures, which are: Exploratory Acquisition of Products (EAP) and Exploratory Information Seeking (EIS). Furthermore, Murray (1991) suggested that consumers who have 2.

(14) previous experience of the product can logically reduce its uncertainty. The uncertainty can be reduced by distanced learning because it estimates direct knowledge with the product. To understand consumers pre-purchasing behavior, first, it is important to know consumers attitude toward information. Attitude toward information can also be regarded as information search that is determined by a coming purchase decision known as a pre-purchase search. Pre-purchase search can be contrasted with another search behavior, such as ongoing search, wherein information acquisition happens on a comparatively regular basis regardless of irregular purchase needs (Engel et al., 1995; Murray, 1991). The main motivation behind pre-purchase search is the craving to create better alternatives during utilization. Comparably, ongoing search may be inspired by a craving to improve an understanding foundation, that may be used in upcoming decision-making. Consumers may browse through a mall, without having specific purchase needs, simply because it is "fun" to them (Engel, et. al., 1995). Consumers active in an ongoing search seem likely to possess greater amounts of decisionrelevant information in memory, thereby lowering the amount of pre-purchase search necessary for decision making. Purchasing intention, also regarded as a plan to buying a particular goods or services in the future. Purchasing intention is a dependent variable that depends on several factors, in this thesis the factors can be considered as exploratory buying behavior tendency and attitude toward information. Purchasing intentions are broadly used in the literature as a way to predict individuals purchase. According to Fishbein and Ajzen (1980) stated that greater intentions lead to added effort to perform the behavior, which also rises the likelihood for the behavior to be performed. From this research, the connection between exploratory buying behavior tendency, attitude toward information are linked to one another. From the growth of exploratory buying behavior tendency and attitude toward information will have an effect on consumers purchasing intention toward souvenir from 2017 Summer Universiade. Hosting 2017 Summer 3.

(15) Universiade not only helps put Taiwan in a global scale, but also, creates souvenirs that can represent Taiwan.. 1.2 Purpose of the Study Based on the discussion above. The purpose of this research was to understand university students exploratory buying behavior tendencies, attitude toward information and purchasing intention toward souvenir from the 2017 Summer Universiade. To accomplish this, the thesis needs: 1. To understand the demographic background of the consumers’. 2. To analyze the differences between different gender of the consumers’ on exploratory buying behavior tendency, attitude toward information, and purchasing intention. 3. To examine the relationship between exploratory buying behavior tendency, attitude toward information, and purchasing intention.. 1.3 Research Questions According to the purpose of the research, six questions are as followed:. 1. What are demographic backgrounds of the consumers’? 2. Are there differences between different genders of the consumers’ on exploratory buying behavior tendency? 3. Are there differences between different genders of the consumers’ on attitude toward information? 4. Are there differences between different genders of the consumers’ on purchasing intention? 5. Are the consumers’ exploratory buying behavior tendency, attitude toward 4.

(16) information, and purchasing intention correlated to each other significantly? 6. Do consumrs’ exploratory buying behavior tendency and attitude toward information explain a significant proportion of the variance on the purchasing intention?. 1.4 Delimitations In this thesis, it examines the relationship between exploratory buying behavior tendencies and attitude toward information; exploratory buying behavior tendencies and Purchasing intention and attitude toward information and Purchasing intention of 2017 Summer Universiade souvenir. First, it cannot be assumed that the result of the study can be generalized to other kinds of souvenir, such as travelling and touring souvenirs. Variables used in this study were selected after review of literature regarding to exploratory buying behavior tendencies, attitude toward information and Purchasing intention.. 1.5 Definition of Terms Souvenir. It is decribed as a tangible object purchased to keep or save as a reminder of the city or event in a particular journey (Gordon, 1986). In this thesis, souvenir is based on 2017 Summer Universiade Games where tangible object are purchased to keep as a reminder of the event held in Taiwan.. Pre-purchasing. Consumer decision making includes a nonstop flow of connections in behavioral factors and environmental actions. The process of consumer decision making includes pre-purchase information. In this thesis pre-purchasing is regarded as when consumer realizes that he/she wants souvenir from the 2017 Summer Universiade and goes for information search such as type of quality, variations or alternatives, so that he/she can make the right decision. (Robinson & Doss, 2011) 5.

(17) Exploratory buying behavior tendency. Baumgartner and Steenkamp (1996) suggested that exploratory tendencies in the consumer buying process consist of seeking of different variety, search for new information, and recreational shopping are all suggestion of exploratory behavior. In this thesis exploratory buying behavior tendency is the consumers seeking of different variety, information and recreational shopping of souvenir from 2017 Summer Universiade.. Attitude toward information. The three elements consider attitude is behavioral, affective and cognitive. The cognitive elements involve thoughts or ideas individuals have about the product, but often refer to as belief. The affective element contains the feelings or emotions individuals experience. The last element, the behavioral dimension, consists of individuals actions with regard to the object (Runyon & Stewart, 1987). In this thesis attitude toward information is regarded as consumers behavioral, affective and cognitive. The cognitive elements involve thoughts or ideas individuals have about the souvenir, but often refer to as belief. The affective element contains the feelings or emotions individuals experiences and the behavioral, involves in people's actions with regard to the souvenirs from 2017 Summer Universiade. Purchasing intention. Mullen and Johnson (2013) suggested that purchasing intention is the preparation of purchasing or the use of products. Intention delivers a connection between consumers' such as their reactions to the products. In this thesis, purchasing intention is regarded as consumers preparation of purchasing or the use of souvenir and their intention toward souvenir of 2017 Summer Universiade.. 6.

(18) CHAPTER II LITERATURE REVIEW. The literature review for this thesis is divided into six sections. The first segment highlighted the importance of exploratory buying behavior tendency. The second part focused on attitude toward information. Particularly, the relationship between consumers’ purchase decisions. The third part focuses on purchasing intention and related studies. The fourth segments focuses on souvenir purchasing and souvenir from 2017 Summer Universiade. The fifth part is the demographic variables; it is divided into gender, age, educational level, monthly disposable income and media habit. The last section is concluded with a summary. 2.1 Exploratory Buying Behavior Tendency Venkatraman and MacInnis (1985) suggested that the study of exploratory behaviors have always been researched and recognized, and that the consumer have always been observed as a thinker. It seems understandable that while consumers involve in search (exploratory behavior) such as searching for product to purchase, seeking for different variety of products, information of the product and recreational shopping it is a sign of exploratory behavior. Some theories suggest that people have the motivation or ambition to seek diversity and curiosity drive in new products, but it is viewed varying from individuals to individuals according to different demographics (Raju & Venkatesan, 1980). Consumers consuming of innovation is the trend to purchase new products, services or ideas more frequently and faster than other consumers (Midgley & Dowling, 1978). Baumgartner and Steenkamp (1996) suggested in the finding of this observation, the author has formed the Exploratory Buying Behavior Tendency (EBBT) scale, these models are based on optimal stimulation level (OSL) 7.

(19) theory that consisted of two procedures of exploratory buying behavior known as: Exploratory Acquisition of Products (EAP) and Exploratory Information Seeking (EIS). Furthermore, Murray (1991) suggested that consumers who have previous experience of the product could logically reduce its uncertainty. Distanced learning can reduce the uncertainty because it estimates direct knowledge with the product. Furthermore, to explain the constructing of the scale for the analysis of exploratory buying behavior tendencies (EBBT). The instrument is a characteristic measuring and evaluating individuality differences towards individual’s nature to participate in the two procedures of exploratory buying behavior, such as exploratory acquisition of products and exploratory information seeking:. Exploratory acquisition of products (EAP). According to Baumgartner and Steenkamp (1996) people with a higher EAP enjoys it more while taking risks in buying products that they are not familiar with, and are keener to attempt new and creative merchandises. Consumers tend to seek different varieties of value while creating product choices, and alternate their purchase behavior, by trying to reach interesting experiences.. Exploratory information seeking (EIS). According to Baumgartner and Steenkamp (1996), consumers with high EIS are more explorative and tend to seek for more information when purchasing new products. These consumers will search information related to the product including advertisement, articles and will supply experiences of their information about the products to other people.. Prediction of Actual Exploratory Buying Behavior Tendency The instrument intended to understand individual’s difference in customers' propensities involves in exploratory buying behavior. In addition, understand the dispositional measures of exploratory behavior, and the EBBT scale, as a precise dispositional measure, it allows 8.

(20) individual to understand motivation of particular consumer behaviors. There are series of predictive validity of the EBBT scale, which are innovative behavior (Foxall, 1986 & Mittelstaedt, 1976), variety seeking behavior (Van Trijp & Steenkamp, 1992), perceptive reactions to advertisements (Faison, 1977), as well as inquisitiveness driven search for information on products (Hirschman, 1980).. Innovative behavior. A person's decision in purchasing is reflected to the innovative behavior subsequently, he or she finds the product reasonably fresh (Rogers, 1983) also subsequently the purchasing involves risk (Ostlund, 1974). Willing to take chances is positive related to innovative behavior. In addition, choice of product purchasing will significantly relate with EAP and which will be more related to EAP than to EIS.. Variety Seeking Behavior. It often indicates customers' craving for exploration (Raju, 1980), and exploratory purchase behavior clearly processes an individual’s propensity to involve in variety seeking. It is predictable that definite variety seeking behavior will significantly relate to EAP and relate more with EAP than with EIS.. Cognitive response to ads. Exploratory behavior tendencies, which is not only discovered in evident behavior, but also in cognitive activity, specifically to curiositymotivated thinking (Berlyne, 1978). Views replicating curiosity have been acknowledged as a significant module of consumer’s reactions to advertisements (Wright, 1973). According to Pearson (1970), the amount of curiosity-motivated thinking created in reaction to an advertisement will significantly relate with EIS and that the association with EIS would be robust than with EAP.. 9.

(21) Information Seeking. Steenkamp and Baumgartner (1992) have proposed that customer information seeking may also remain inspired from cravings toward an improved purchase decisions or have an overall interest in experiencing additional knowledge about the environment.. 2.2Attitude toward Information Traditionally attitudes have three components: affective, behavioral and cognitive. The affective attitude is feelings or emotions people experience over products whereas the behavioral attitude are consumers action toward the product, and the last component, cognitive attitude is thoughts or ideas that the consumer has about the product, usually known as beliefs (Runyon & Stewart, 1987). Consumer behavior is more and more easy to predict, referring to consumer’s attitude toward information, which constantly shows the consumers buying decisions in the future, such as the product, service or brand a consumer will buy. Moreover, the development of attitude are built through time, because of the learning process or being affected by families and social group, furthermore the consumers received information, experience and personality plays an important role toward the attitude he/she has one the product. Attitude toward information is an attitudinal way to conduct consumers’ pattern. In short, attitudinal behavior pattern of the consumer in regards with their future purchase (Fishbein and Ajzen, 1975). Fishbein (1967) suggested powerfully that an individual’s attitude toward any product is a task of his own beliefs about that product. Furthermore, Moutinho (1987) expressed searching information is a need to access variety of sources before making a purchase decision. This concept is identified into three considerations for searching information: motivation, sources, and determinants. The individual’s primary motivation for undertaking the search of information is the progress of planning is to enhance the right decision making 10.

(22) (Assaker & Hallak, 2013). There are three different types of search information, such as specific search, where consumers’ search of activity related to the problem and ongoing search is when consumers search information of a particular product for a period. Incidental search happens in our daily lives, such as observe incidentally or just accidentally and which is followed by information sources, which has one essential categorization, known as internal and external search. Search taking place originally, internally, such as when past experiences of product purchases are used as the foundation for planning a recurrence of purchase of similar products. If consumer’s memory does not recall the product or understand the product to make decisions in purchasing, then search activities such as the external search is involved (Fodness & Murray 1989). Engel, Blackwell and Miniard (1995) search for information is shown in figure 1.. Need Recognition. Internal Search. Environmental Influences. Search. Individual Differences Memory. External Search. Figure 1. Search for Information (Engel et al., 1995). 11.

(23) Pre- Purchase Behavior The process in which consumers’ go through before purchasing a product or services, for consumer to reduce the risk of buying unsatisfied product they go for information search, so he or she makes the right decision before purchasing the product he or she wants. In addition, the information gathered by consumers can vary, such as product brands, product variations, product qualities and product alternatives. As stated by the American Marketing Association’s, a brand which is known as a symbol, logo, term, design, name or a product and services that can be differentiated from other competitors. When a marketer creates a new logo, name , symbol or product and services, this means a brand is created (Keller, 2003) mentioned that when a marketer makes a new name, logo, or symbol for a new product, this means a brand is made, taking 2017 Summer Universiade as an example a new, souvenir is created for the mega event. Unique branding such as souvenir from 2017 Summer Universiade can build a city image. A country’ city image, can effect on individuals attitudes towards a country’s products and services which can interest potential investment and travelers from other cities. It is a strategy for Summer Universiade to build its brand through souvenirs (Kotler & Gertner, 2002). In addition, souvenir from Summer Universiade comes in different variation, such as different type, color, and design; in this case, product variation is a representative of products, which is referred to the souvenir. Consumers can have more choices of variation when searching for a new product, such as having different kind of souvenirs to choose from, that best fits their needs and want (Hirshburg & Siddique, 2014). Product quality can be defined by the physical characteristics such as its size, color, type of material used, which has some relationship with its packaging, pricing and advertising (Collins, 2003) this can explain consumers decision making when purchasing or seeking a souvenir. To reduce doubt when purchasing a souvenir, one important factor is to have a good built quality in the product, which can benefit consumers in reducing their buying risk (Leingpibul, Allen Broyles & Kohli, 2013). 12.

(24) Consumers tend to compare alternative when purchasing a product, so an evaluation criteria is created. With one or more criteria can help consumer with more choices to satisfy his or her needs alternatives (Luchs, Naylor, Irwin& Raghunathan, R. (2010). Taking this research as an example, when consumers decides to purchase a souvenir form 2017 Summer Universiade Games, he/she will have different choices, from Bravo Plush Doll, To Go Tumbler, Universiade logo mug and many more (Taipei 2017 29th Summer Universiade, 2017). Now that the consumers have alternative product to choose from, he/she can choose the souvenir that satisfies them most.. Constraints on Sport Consumption Behavior Constraints are differed in academic disciplines, in leisure realm, constraint is distinct as a factor that prohibits or prevents consumer from joining or enjoying leisure activity (Jackson, 2000). The definition used in the study is appropriate for the present study since it is specifically associated with leisure involvement, assumed that sport souvenir purchasing is a crucial behavior of significance in this analysis, which is one of the type in leisure involvement. Therefore, constraints are distinct as factors that prevent or constrain a people from joining or purchasing souvenir from a sporting event. Trail et al. (2008), proposed a minor adjustment from the constraint model Crawford et al. (1991). The planned model consists of four dimensions, known as internal motivators, internal constraints, external motivators, and external constraints. The modified model is different from the constraints model that Crawford et al. (1991) theorized with three constraint categories and no motives. Additionally, the fundamental constraints of Crawford et al. (1991) are external constraints, which is stated as environmental or social point of view that decrease or prevents an individual to participate or purchase sport, such as, lack of transportation, weather and cost. The two added motivator categories (internal and external) Kim &Trail (2010), internal motivators are distinct as internal psychological cognitions that 13.

(25) motivate behavior such as, goals, role identities, values, needs, beliefs. External motivators are stated as environmental or social characteristics which are an interest to different behavior known as, feature preferences, the media, market demand variables, and promotions) Consumer Decision Making The most pervasive thoughts in consumer behavior research is that a choice process leads purchases. Various decision models have been reported in the marketing literature (for example, Engel & Blackwell, 1982).Consumer decision process stages were developed to provide a context for the thesis (Figure 2). This process integrates into six sets of processes which are: a.Stimulus process formation of individual beliefs about the souvenir passive information; b.Problem awareness which is a decision to undertake and consideration of situational constraints; c.Information required from external sources received after memory is managed in the function of the decision rule or evaluation process; d. The alternative chosen, is settled by using a decision rule or some evaluation process; e. Purchasing of products and; f. Post-Purchase Behavior, Consumer gets brand preference only when that brand lives up to his expectation (Um & Crompton, 1990).Consumer decision process is shown in figure 2.. 14.

(26) Stimulus. Problem Awareness. Marketing/ads and editorial information sources utilization in regard to the. Information Search. purchase of Universiade souvenir Evaluation of Alternatives. Purchase. Post-Purchase Behavior. Figure 2. Consumer Decision Process Stages. Information Acquisition for Pre-purchase Decisions The search of information is determined by an approaching decision to purchase is identified as a pre-purchase search. Pre-purchase search can be associated with different search behavior, such as ongoing search, where information acquisition happens on a regular routine, regardless of irregular purchase needs (Engel et al., 1995; Murray, 1991). The main motivation following pre-purchase search is the essential requirement to make greater purchasing decisions. Correspondingly, ongoing search may be motivated by a need to create a knowledge foundation that may be used in upcoming decision making (Engel, et. al., 1995). 15.

(27) Consumers active in an ongoing search seem likely to possess greater amounts of decisionrelevant information in memory, thereby lowering the amount of pre-purchase search necessary for decision making. The research about sport consumption and information is relatively limited and in many instances emanates from disciplines beyond sport, although, as stated by Pitts, Fielding, and Miller (1994), Shoham and Kahle (1996), and Shilbury and Westerbeek (1998), sport consumption behavior is being given increasing attention in the sport-marketing literature. Sport marketing agencies and organizations engage in this practice by developing marketing communication and editorial information in the belief that these types of sport-related communications are an important element of the sport consumer's pre-purchase decision process. It should follow, then that an area of specific significance to sport marketers is the knowledge of the pre-purchase information acquisition process acquired by sport customers. However, the factors that drive information preferences and use levels have largely gone uninvestigated by sport marketing researchers.. Risk and Consumer Purchase decision Previous research has indicated that perceptions of risk can be extended beyond the product itself to include the act of obtaining it (shopping) (Engel, & Blackwell, 1982). According to some research findings, the superior degree of perceived risk is related with the purchase, the superior the consumer’s tendency to seek pre-purchase information about the product (Walters & Bergiel, 1989; Dowling & Staelin, 1994; Engel et al., 1995; Pope et al., 1999). Moreover, it has been suggested that the risk associated with the purchase and consumption of services is greater than that perceived for the purchase and consumption of goods (Quintal & Soutar, 2010). In relation to this study, product offerings in the sport events reflect both the output of specific manufactured products as well as programs and services. 16.

(28) Information Source Utilization Murray (1991) indicated that there were four information sources used in the consumer information acquisition process. They are: a. mass media or marketing sources; b. experience or personal direct and experience; c. advice of social sources, including friends, families, significant others, and acquaintances; and d. editorial or neutral sources. Murray (1991) also pointed out that information obtained from people with previous service or product experience was personal and evaluative, and reduced the prospective consumer's uncertainty by means of vicarious learning and approximated direct experience with the product. (Sherrell, et. al., 2015) suggested that information sources were more important for consumers in the purchase of experience type products than non-experience products.. Involvement as a Factor of Pre-purchase Decisions Participation and involvement reflects a stronger motivation in the form of highperceived relevance personally in service or product in a particular setting, and it also takes the form of a variety ranging from low to high. Celsi and Olson (1988) indicated that involvement would become initiated and experienced when essential personal individualities such as self-concept, needs and values, were opposed with suitable marketing stimuli within a given situation. Moreover, it appears to purpose in a comparable way across cultures, though the particular products and modes of expression will vary.. Attitude toward Information in Pre-purchase Decisions An analysis of consumer attitudes can produce both diagnostic and predictive benefits. Recognizing interested market sectors, analyzing current and possible marketing activities, and predicting future behaviors are some of the key in which attitudes can assist marketing. 17.

(29) decision making. Attitudes are distinct as general assessment and it can vary among several properties, including, confidence, resistance, extremity, persistence, and valence.. 2.3 Purchasing intention According to Mullen and Johnson (2013) Purchasing intention is the planning of buying or the use of products. Intention delivers a connection between consumers' such as their responses to products, acquisition or use of the products. Therefore, intention is an alternate measurement to purchase behavior. Intention has been regarded as an action, these actions are often evaluated differently from the mental states such as one’s knowledge and beliefs. Intentions normally position problems for the consumers and the consumers’ needs to establish a way to achieve it (Cohen & Levesque, 1990). Moreover, it has been used as an alternative extent to purchase behavior. The positive result of the consumer’s internal process will mostly respond to the products and will lead it to buy the actual product. In addition, many studies in tourism have studied tourism purchasing behavior, however, there is no studies that examine the relationship between intention to purchasing souvenir and attitude toward information. The theory of purchasing intention has established unique attention in marketing literature. Purchasing intention to a service or product is related on the beliefs and attitude toward a specific product (Fishbein & Ajzen, 1975, 1980). Moreover, the scale processes the possibility that a customer will purchase a product he/she has knowledge of, can be defined as willingness to purchase by Dodds, Monroe, and Grewal (1991) and also, Grewal, Monroe, and Krishnan (1998). The willingness to purchase concept can be measured using a three item scale, which offers to examine the consumer purchasing intention. In addition, it is achievable to specify that purchasing intention is part of a potential prediction of consumer behavior that suggestively helps to form consumers attitudes. There are basic characteristics of the attitudes 18.

(30) model (Assael, 1995), the attitudes model is developed into a combination of three essential elements: a. Cognitive element. It shows the beliefs and knowledge of the consumer regarding to a certain product or service (Fishbein & Ajzen, 1975). b. Affective element, individual feelings or emotions that consumers have toward the product or service. c. Cognitive or behavioral section, which is the expression of the customers purchasing intention (Eagly & Chaiken, 1993).. Related Studies on purchasing intention Purchasing intention is collected of an individual’s assessment and attitude toward a product and other external factors (Fishbein & Ajzen, 1975). Purchasing intention is considered as a trend for an individual to select a product, and it is an significant indication to prophesy customer purchasing behavior (Fishbein & Ajzen, 1975). Purchasing intention is a most precise item to predict consumers’ behavior (Morwitz & Schmittlein, 1992). Buying intention raises to the likelihood of consumers’ willingness to purchase a product. Spears and Singh (2004) suggested that purchasing intentions are people’s sensible plan to make an effort to purchase a brand. If customers pays a lower price for a high quality product, their perceived value will increase and which concludes to a higher purchasing intention (Bellizzi, 1981). If customers have, a positive perceived value to a product or service, their purchasing intention will also be higher (Monroe & Krishnan, 1985). Zeithaml (1988) relates perceived value to analyze purchasing intention by using the scale deliberate to buy, desirable to buy and possible to buy as questionnaire items and discovered that the raise in perceived value, the raise in purchasing intention (Grewal, Monroe & Krishnan, 1998). 19.

(31) 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). 20.

(32) Table 1. Souvenir for the 2017 Summer Universiade Type Mouse Pad. Description High quality, full-color printing, durable,. Price (NT$) 99. dust and stain resistant Universiade Memorial Badge Mascot Paper Tape. Magnet badge that can be wore easily on the. 100. cap, bag or coat. 4 different colors, with mascot design on it.. 150. Drawstring Bag-Taipei 2017 Golden Universiade logo imprinted, simple. 250. but Elegant! Mascot Action Figure. Eco friendly, waterproof, and can be. 80. assembled easily. Logo L Folder. Colorful L folder with 2017 Universiade. 30. logo. Mascot Key Ring. Unique design with combination of 2017. 199. Universiade logo and mascot. Foldable Cellphone Stand Nuncha Pen. For all smartphone size within 6 inch.. 180. The Nuncha Pen design was taken from this. 600. Chinese weapon-Nunchaku. Notebook. Unique designed with dual-open box, one. 250. side is with silver pens, and another side is with mascot memo. Tinplate Badge. Badge with cute mascot, suitable for. 60. collection or gift. (Continued) 21.

(33) Logo Mug. The design is with the colorful bubbles of. 300. Universiade. Magic Scarf. Multi functions can be use as Hair band,. 220. Scarf, Fillet, Eared cap, Pirate cap, Pound cap, Desert cap, Cuff and Respirator. Logo Polo. An embroidered Universiade logo adds a. 650. stroke of fun to this classic polo shirt. Logo T-shirt. With 2017 Taipei Universiade logo. 399. imprinted. Logo Cap. The sports cap with Universiade logo has 3. 250. different kind of design. Bravo Plush Doll To Go Tumbler. Taiwanese Formosan black bear.. 580. 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 22.

(34) 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 23.

(35) 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.. 24.

(36) 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. 25.

(37) 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.. 26.

(38) 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. 27.

(39) Demographic -Gender -Age -Monthly disposable income -Media Habits -Amount of money willing to spend on souvenir -Type of souvenir willing to buy. Exploratory Buying Behavior Tendency -EAP -EIS. Purchasing Intention Attitude toward information - mass media or marketing sources -personal direct observation and experience -advice of social sources - editorial or neutral sources. 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 28.

(40) 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. 29.

(41) 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. 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:. 30.

(42) 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 10item 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 . 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. Exploratory Acquisition of Product. 3. I think of myself as a brand-loyal consumer for Summer Universiade Souvenir.. .84. 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. (Continued) 31.

(43) 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 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. Exploratory. 14. I often pay attention to advertisements of. Information. souvenir from 2017 Universiade. Seeking. .88. 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 (Continued) 32.

(44) 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 . 1. Ask for a demonstration of the souvenir. Marketing. 2. Ask the opinion of the salesperson or staff.. Ad/Selling. 3. Pay attention to magazine ads about the souvenir. .82 before buying. (Continued) 33.

(45) 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. 8. Think about my previous involvement with this type of souvenir. Personal 9. Rely on past personal experience.. .63. Experience 10. Try to experience first-hand all I could about the souvenir. 11. Try to remember what alternative my friends use. 12. Pay attention to radio commercials for the Opinion of souvenir.. .74. Others 13. Ask the opinion of a friend or someone I know. 14. Try to recall relevant events which I can associate with this souvenir. 15. Ask a member of my family or a relative for Neutral Sources. their opinion.. .89. (Continued) 34.

(46) 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.. Purchasing intention Scale The willingness to buy was construct was measured with a three item scale measured in 5point 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. 35.

(47) Table 4. Purchasing Intention Scale Scale Item. Cronbach’s . Questions 1. I would purchase this souvenir from 2017 Summer Universiade.. Purchasing. 2. I would consider buying at this price. Intention. .90. 3. The probability I would consider buying.. 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. Age. ________years old. 3. Monthly disposable income?. (2)□ Female. (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) 36.

(48) 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.. 37.

(49) 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 and demographic data to analyze the participants from the four universities (Fu Jen Catholic University, National Taiwan Normal University, University of Taipei and National Taiwan University), as can be seen on the tables below.. Results of Research School. The four universities chosen for this study are, Fu Jen University with 132 participants which is 24% of the entire participants, National Taiwan Normal University with 142 participant (25,8%), University of Taipei with 141 participants (25.6%) and Nation. 38.

(50) Taiwan University with 136 participants (24.7%), with a total of 551 participants. Table 6 School Allocation Table. (n=551). School. Frequency. Valid Percent. Fu Jen University. 132. 24. National Taiwan Normal University. 142. 25.8. University of Taipei. 141. 25.6. National Taiwan University. 136. 24.7. Gender. From the participants of the four universities more than half of the participants are females with 314 females (57.1%); on the other hand, there were 236 males (42.9%) in this study. Table 7 Gender Allocation Table. (n=550). Gender. Frequency. Valid Percent. Male. 236. 42.9. Female. 314. 57.1. Age. As can be seen in table 8, the mean age of the participants from the four different universities are 21.9 years old, the youngest being 18 years old, and the oldest is 56 years old. Monthly disposable income. In this study, 412 participants have monthly disposable income where the mean disposable income is NT$ 6452.17 and only 103 participants have no monthly disposable income.. 39.