部落格的誕生對於造訪日本的台灣遊客越來越重要，許多台灣遊客去日本旅遊前，會先在部落格上搜集資訊並根據部落格資訊決定所要購買的東西，因此，部落格對台灣遊客購買日本紀念品的意圖具有決定性的影響力。
本研究探討在部落格的影響下，台灣遊客對日本紀念品所產生的態度(情意態度與認知態度)對其購買意圖的影響。本研究採用質性研究的訪談法，呈現台灣遊客的想法、意見與認知。
本研究結果發現情意態度與認知態度是影響台灣遊客對日本紀念品印象的重要因素，此外，台灣遊客對日本紀念品的印象能影響他們的購買意圖。

The existence of blogs has become significant for Taiwanese tourists visiting Japan. Taiwanese tourists are prone to read blogs to obtain Japanese souvenir-related information and make a purchasing decision before they visit Japan. Hence, we cannot ignore the importance of
The focus of this research is to investigate how blogs influence Taiwanese tourists’ purchasing intentions of Japanese souvenir through the perception of Japanese souvenir image based on affective attitudes (generating empathy and experiencing appeal) and cognitive attitudes (delivering knowledge and providing guidance). A series of interviews as a qualitative method were conducted, which provided significant information on the beliefs, perspectives, and values of Taiwanese tourists toward this research.
The results showed the evidence that generating empathy and experiencing appeal (affective attitude), and providing guidance (cognitive attitude) are critical factors influencing Taiwanese tourists’ perception of Japanese souvenir image. Moreover, the overall perception of Taiwanese tourists’ image for Japanese souvenir greatly influence their purchasing intentions of Japanese souvenir.

1. Introduction………………………………………………………………………….....1
1.1 Background………………………………………………………………………….1
1.2 Purpose and Objectives……………………………………………………………...3
2. Literature Review………………………………………………………………………5
2.2 Definition of Souvenir………………………………………………………………5
2.2 Tourists’ Purchasing Intentions of Souvenir………………………………………..7
2.3 Definition of Blogs…………………………………………………………………11
2.4 Proliferation of Blogs………………………………………………………………12
2.5 Comparison between CGM and Companies……………………………………….13
2.6 Impact of Blogs on Purchasing Intentions…………………………………………14
2.7 Research Model…………………………………………………………………….16
2.8 Affective Attitude………………………………………………………………….20
2.9 Cognitive Attitude………………………………………………………………….21
3. Methodology…………………………………………………………………………..22
3.1 Interview…………………………………………………………………………...22
3.2 Selection of Participants……………………………………………………………22
3.3 Interview Schedule…………………………………………………………………23
3.4 Main Questions for Interview……………………………………………………...23
4. Analyses and Results……………………………………………………………….....25
4.1 Demographics of Participants……………………………………………………...25
4.2 Analyses of Interview……………………………………………………………...29
4.3 Findings of Interview……………………………………………………………...31
4.4 Concluding Comments of Interview………………………………………………38
5. Conclusion…………………………………………………………………………….39
5.1 Summary and Discussion………………………………………………………….39
5.2 Potential Limitations and Future Research………………………………………..40
6. References…………………………………………………………………………….42
7. Appendix – Interview Content………………………………………………………46

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