本研究主要目的在探討中國觀光客來台購買伴手禮的情境與動機之研究分析，以中國光觀客來台購買伴手禮消費者為調查對象，採立意抽樣問卷調查方式進行，共回收400份問卷，有效問卷353份。資料分析採用敘述性統計、獨立樣本T檢定、單因子變異數分析及重要度-表現分析法(Importance-Performance Analysis，簡稱IPA)，來探討購買情境與購買動機對選購伴手禮行為之影響，以供實務應用及後續相關研究之參考，根據分析結果「我會因為要增加返家後與朋友的話題，而購買伴手禮。」「我會因為店員極力推薦商品，而購買伴手禮。」「此產品能讓我與親友分享生活的經驗。」是需優先改善及提升。 The main purpose of this study is to investigate the research and analysis of the situation and motivation of Chinese tourists visiting Taiwan to purchase gifts. The Chinese Guangguan customers come to Taiwan to purchase the consumers with the gifts as the survey object, and adopt a sample questionnaire survey method for recycling. 400 questionnaires and 353 valid questionnaires. Data analysis uses narrative statistics, independent sample T-test, single-factor variance analysis, and importance-performance analysis (IPA) to explore the impact of purchase scenarios and purchase motives on the purchase of gifts. For the reference of practical applications and related research, according to the analysis results, ＂I will buy gifts with friends because I want to increase my relationship with my friends after returning home.＂ ＂I will buy gifts with the clerk to recommend products.＂ ＂This product allows me to share my life experience with my friends and relatives.＂ It is a priority to improve and improve.
