本研究以到臺灣旅客之大陸遊客為對象,研究目的在探討大陸客在臺灣購買記念品的購買動機,顧客滿意度,顧客忠誠度之關係,並探討陸客購買記念品會口耳相傳之因素.研究結果顯示購買動機對顧客滿意度與顧客忠誠度均有正向影響,並可提供給商家進行參考. This research took tourists visiting Taiwan from the China as subjects. The purpose of this research was to discuss the relationships among souvenirs purchasing motivation, customer satisfactions and customer loyalty of souvenir purchases from China’s tou
