博物館解說服務滿意度對紀念品購買意願的影響：衝動性特質的干擾效果

The Moderating Effect of Impulsive Trait on the Relation between Interpretation Satisfaction and Purchase Intention

由於紀念品本身具有獨特性，而這獨特性會影響消費者的購買意願，導致在紀念品的購買情境中較易造成衝動性的購買行為。本研究將藉由不同的觀點，將衝動性特質視為人格特質的一種型態。研究中將以赴奇美博物館參觀的遊客為研究對象（N＝346），利用結構方程模型，探討參觀者對博物館提供解說服務的滿意度與紀念品購買意願間的因果關係，並深入檢驗衝動性特質對該關係的干擾效果。研究結果顯示，當參觀者對解說服務的滿意度越高時，其購買紀念品的意願也越高。此外，研究中也證實衝動性特質於解說服務滿意度與紀念品的購買意願間的干擾效果，亦即當參觀者具有明顯衝動性特質的情形下，對於解說服務越滿意的參觀者，購買紀念品的意願也越高。此研究結果可提供管理者參考，採行銷紀念品方式自籌經營經費時，宜加強解說人員的訓練以提高解說服務滿意度，並且致力於解說過程中，激發具明顯衝動性特質之參觀者的購買意願。

Most previous researches concerning impulsive trait have focused on the relation between impulsive trait and impulsive buying behavior. Taking a different perspective, our study treats impulsive trait as a type of personal characteristic. The present study examined the causal relationship between interpretation satisfaction and purchase intention and the moderating influences of impulsive trait among a sample of museum visitors in Chi-Mei Museum (N=346). Structural equation modeling was used to estimate a model linking interpretation satisfaction to purchase intention. As expected, the result shows that museum visitors who experience a higher level of interpretation satisfaction have a higher level of purchase intention. The findings further revealed that impulsive trait moderated the effect of interpretation satisfaction on purchase intention. This indicates that a higher level of interpretation satisfaction on visitors' impulsive trait likely lead to a higher level of purchase intention.