|Abstract: ||Tourism purchases can be divided into two behaviors planned and unplanned. The majority of people make planned purchases some planned items include: Souvenirs , Gifts , clothing , designer leather ... etc. , all belonging to shopping behavior . But there are also some people who don't go abroad before with motivations , and no budget , but in the context of a tourism atmosphere by external environmental stimuli ,and situational factors ( emotions, time pressure , self-control ) , tour guides or peer influence of friends , but there is not have to buy , do not buy pity or regret returning to the idea , resulting in impulse buying .
After impulse buying while traveling abroad , some foreign tourists swipe their card , only to feel immediate regret , upset and , doubt that their purchasing decisions are correct , the purchase process is affected ; or changed during the the product evaluation stage and, if not satisfied, consumers complain about the situation. There will be cognitive dissonance in this situation.
In this study, of Ping Tung County , elementary school teachers were used for the study, a total of 520 questionnaires distributed , 510 valid questionnaires were recovered , the effective rate was 98.1 %. Through factor analysis, cognitive dissonance, wisdom of the purchase , trade concerns, and emotional reactions, three dimensions are established. Regression analysis showed that : 1 buy wisdom based on sheer style , reminding significantly affect impulse buying behavior style and type of plan ; 2 trading concerns based on by sheer style , reminding , internal recommended type. behavior ; 3 emotional reaction is limited by an internal proposal style , influenced by external advice impulse buying behavior style and type of project . Finally , make recommendations based on research results as a reference to educational administration, academic institutions or the tourism industry .