關於人們在旅遊時會不會有一些與平時不一樣的行為產生，過去有二種說法: 一種說法是人們在旅遊購物環境下的消費行為會延續他們在平日購物環境下的消費傾向；而另一種說法是人們旅遊是為了放鬆、逃離平日的壓力，因此當他們在旅遊購物環境時，其消費行為會與平日有極大的差異，像是消費一些平時買不下手的的高價享樂產品。當旅遊產業的廠商準備大筆賺進觀光財時，不能不先了解觀光客在旅遊購物環境下的消費行為與他們在平日購物環境下消費的差異，如此才能針對有差異的產品做研發、生產與行銷等活動。另外，若再考慮觀光客在旅遊時花費的金錢來源是薪水或是筆意外之財在產品類別的消費差異。廠商便可針對不同類型的觀光客提供不同的產品，或是製造觀光客獲得意外之財的機會來換取購買力。
因此，本研究的主要目的是探討旅遊及非旅遊購物環境對消費者行為意向的影響。並且同時探討消費者在旅遊及非旅遊購物環境下其所得來源對行為意向之影響。最後加入產品類別，探討當行為意向受到購物環境與所得來源影響時，享樂型產品與效用型產品對其影響的干擾效果。
本研究採實驗法，進行2 (購物環境：旅遊購物環境，非旅遊購物環境) x 2 (所得來源：意外之財，薪水)因子設計，共4組。同時針對2個享樂型產品與2個效用型產品作行為意向的評估。有校樣本:171人。研究結論如下：
1.在旅遊購買環境下的購買行為意向會比非旅遊購買環境下的行為意向來得高。但這種購買環境的影響力會針對特定產品的購買而有所不同。
2.不顯著地結果指出當花費的所得來源為意外之財時，其引發的購買行意向會比薪水所引發的行為意向來得高，並且意外之財對行為意向的影響力會在旅遊購物環境下更為明顯。然而當購買高麗人蔘茶時，顯著地結果指出意外之財的效果會在非旅遊購物環境下比較強烈。
3.享樂型產品與效用型產品對購物環境影響力的干擾效果會因所舉的不同效用型產品而有所不同。另外，紀念品可視為干擾變數影響購物環境對行為意向的影響力。

Would behaviors in tour differ from those in usual time? There are two arguments: First, one believes that people’s behaviors in tourist shopping habitat will align with those in their usual lives. And another argument points out that the purpose of tourism for people is having pleasure or escaping pressure from usual lives. So when they are in tourist shopping habitat, their behaviors will be opposite to those in usual life, such as buying some costly goods which they thought too expensive to buy in usual. If firms in tourism industry want to make a huge profits from tourism, there are no reasons to ignore the behavior differences between tourist and non-tourist shopping haibtats. Therefore, these firms can do R&D, production or marketing activities on specific goods which present huge differences between these two shopping habitats. Besides, considering the purchase differences caused by source of income, that is, salary or windfall which tourists spend on their trip, firms could provide specific goods to fit the needs from different types of tourists, or enhance their purchase intention by creating tourists’ opportunities of gainning windfall.
The purpose of this study is to examine the influences of shopping habitat and source of income on behavioral intention. And we also examine the interaction effect between shopping habitat and source of income. Finally, we test the moderating effect of hedonic and utilitarian goods on shopping habitat effect and source of income effect.
Laboratory experiments are used in this study. We conducted a 2 (shopping habitat: tourist shopping habitat versus non-tourist shopping habitat) x 2 (source of income: windfall and salary) between subject design with 171 effective subjects.
The major findings of this study are as below:
1.Behavioral intention in tourist shopping habitat was higher than in non-tourist shopping habitat. But this shopping habitat effect would be different on specific goods.
2.Non-significant evidence showed that people may have higher purchase intention when spending from windfall than non-windfall, and the impact of windfall on behavioral intention would be stronger in the tourist shopping habitat than non-tourist shopping haibtat. But when buying ginseng tea, significant results showed that windfall effect would be stronger in non-tourist shopping habitat than tourist shopping haibtat.
3.The moderating effect of hedonic and utilitarian goods on shopping habitat effect would be different according to the utilitarian goods we choose. Besides, the product type of souvenir and non-souvenir can be a moderator to influence the shopping haibtat effect on behavioral intention.

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