The government has been committed to promoting tourism development in recent years, and the city and county chambers of commerce have also started promoting the election of local souvenirs with unique features, from which Taiwanese souvenirs with local features, innovations, or unique styles have been selected. However, not every type of souvenir can project a deep impression of tourist attractions. When consumers choose to purchase a product, they will consider their own perceived authenticity level of the goods when deciding whether to purchase that product (Pine, 2004). The present study focused on the souvenirs at the tourist attractions in Taiwan and explored the relationship of the perceived authenticity and value of the souvenirs with the purchase intention of consumers.
A convenience sampling approach was adopted, and the main respondents were tourists visiting Jiji Township. The respondents were aged between 15 and 65 years, with an even distribution of male and female respondents. In total, 70 questionnaires for each of three types of souvenirs were disseminated, yielding a total of 210 questionnaires. From these, 198 were recovered, and 60 questionnaires were valid for each souvenir type.
The research results show that: 1.The food souvenir authenticity has a positive influence on perceived value.2. The food souvenir authenticity has a positive influence on purchase intention.3. consumer perceived value has a positive influence on purchase intention.4.Consumer perceived value has influence between food souvenir authenticity and Purchase Intention.