各國機場致力於創造「機場停留經濟」，希望延長旅客在機場的停留時間吸引旅客消費創造更多經濟效益，因此開發特色商品提高旅客購買意願已成為機場商店重要的營運課題。機場商品多以販賣免稅菸酒、名牌精品居多，近年文創風潮延伸至機場，各式文創商品提供出入境旅客更多元的購物選擇，而商品是否具真實性會影響旅客購買意願，因此本研究目的旨在探討國際旅客對文創商品真實性認知與購買意願的差異，並了解旅客對文創商品真實性認知是否會影響其購買意願。研究中以國際旅客出入境必經之地的國際機場為平台是考量機場消費客群有文化差異性，而文化差異又會影響購買偏好，故從文化差異角度切入將真實性認知的探討延伸至國際機場，以不同文化背景的國際旅客為研究對象，希望探討旅客的文化差異是否會影響真實性認知與購買意願之間的關係。
本研究以高雄小港國際機場出境候機室的外籍旅客為研究對象，採「現地抽樣」方式進行，利用結構方程模式作為資料分析的主要方法，從研究結果得知1.真實性認知會正向顯著影響購買意願，其中又以「歷史文化」構面最能代表真實性，對購買意願的影響最大並以購買後自用的購買意願最高；2.證實文化差異為干擾效果，發現文化差異會影響真實性認知與購買意願之間的關係，來台旅客的文化差異越大，則真實性認知對購買意願之影響越大。
因此，建議機場商店營運單位可針對不同文化背景的旅客提供更多元的商品以滿足不同文化族群對真實性商品的需求，並可多引進具台灣歷史文化的文創商品提高旅客購買意願創造機場經濟效益。

The study examines the influence of cultural differences on authenticity perception and purchase intention toward Taiwan’s cultural and creative products. Authenticity was measured based on three perspectives: manufacturing and materials, history and culture, appearance and use. A survey was conducted at Kaohsiung International Airport departure lounge regarding foreign visitors’ opinions. A total of 445 surveys were returned. The collected data was analyzed using SPSS and AMOS to provide the following results. First, Tourists’ authenticity perception has a direct effect on purchase intention were “history and culture” is perceived to be the most important attribute of authenticity. Tourists will intend to purchase cultural and creative souvenirs when they perceive the products to be authentic. Second, cultural differences are found to moderate the relationship between authenticity perception and purchase intention. Respondents were divided into three groups based on three cultural aspects. Results indicate that group that different significantly from the Taiwanese tend to have a strong response on the authenticity perception and purchase intention while travelers that are similar to Taiwanese, their authenticity perception has a minor effect on the purchase intention.

【英文部分】
Asplet, M., & Cooper, M. (2000). Cultural designs in New Zealand souvenir clothing: the question of authenticity. Tourism Management, 21(3), 307-312.
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 473-481.
Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), 1443-1451.
Boorstin, D. J. (1961). The image: A guide to pseudo-events in America: NY:Harper and Row.
Brida, J. G., Disegna, M., & Osti, L. (2013). The effect of authenticity on visitors’ expenditure at cultural events. Current Issues in Tourism, 16(3), 266-285.
Cho, Y., & Lee, Y. (2013). Analysis of Factors Affecting Purchase Intentions for Fashion Cultural Products. Journal of the Korean Society of Clothing and Textiles, 37(1), 101-112.
Cohen, E. (1988). Authenticity and commoditization in tourism. Annals of Tourism Research, 15(3), 371-386.
Cohen, E. (1993). Introduction: Investigating tourist arts: Annals of Tourism Research.
Cohen, E. (1995). Touristic craft ribbon development in Thailand. Tourism Management, 16(3), 225-235.
Crotts, J. C., & Erdmann, R. (2000). Does national culture influence consumers' evaluation of travel services? A test of Hofstede's model of cross-cultural differences. Managing Service Quality: An International Journal, 10(6), 410-419.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
Grayson, K. (2002). Telling the Difference: Consumer Evaluations of Authentic and Inauthentic Market Offerings. Advances in consumer research, 29(1), 44.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of retailing, 74(3), 331-352.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis.(6nd ed). Englewood Cliffs,NJ:Prentice Hall.
Hills, M. D. (2002). Kluckhohn and Strodtbeck's values orientation theory. Online readings in psychology and culture, 4(4), 3.
Hofstede, G. (1980). Motivation, leadership, and organization: do American theories apply abroad? Organizational dynamics, 9(1), 42-63.
Hofstede, G. (1991). Organizations and cultures: Software of the mind. McGrawHill, New York.
Hofstede, G. (1997). Culture and Organizations: Software of the Mind.: New York: McGraw-Hill.
Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions and organizations across nations: Sage.
Hsieh, A.-T., & Chang, J. (2006). Shopping and tourist night markets in Taiwan. Tourism Management, 27(1), 138-145.
Jansen-Verbeke, M. (1991). Leisure shopping: a magic concept for the tourism industry? Tourism Management, 12(1), 9-14.
Jiang, J. J., Klein, G., & Crampton, S. M. (2000). A note on SERVQUAL reliability and validity in information system service quality measurement. Decision Sciences, 31(3), 725-744.
Jo, M.-S., & Sarigollu, E. (2007). Cross-cultural differences of price-perceived quality relationships. Journal of International Consumer Marketing, 19(4), 59-74.
Kacen, J. J., & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior. Journal of consumer psychology, 12(2), 163-176.
Kim, C., & Lee, S. (2000). Understanding the cultural differences in tourist motivation between Anglo-American and Japanese tourists. Journal of Travel & Tourism Marketing, 9(1-2), 153-170.
Kim, S., & Littrell, M. A. (2001). Souvenir buying intentions for self versus others. Annals of Tourism Research, 28(3), 638-657.
Kim, S. S., & Prideaux, B. (2005). Marketing implications arising from a comparative study of international pleasure tourist motivations and other travel-related characteristics of visitors to Korea. Tourism Management, 26(3), 347-357.
Lee, Y., Kim, S., Seock, Y.-K., & Cho, Y. (2009). Tourists' attitudes towards textiles and apparel-related cultural products: A cross-cultural marketing study. Tourism Management, 30(5), 724-732.
Lenartowicz, T., & Roth, K. (1999). A framework for culture assessment. Journal of international business studies, 781-798.
Li, J. J., & Su, C. (2007). How face influences consumption. International Journal of Market Research, 49(2), 237-256.
Li, M., & Cai, L. A. (2008). Souvenir Shopping Attitudes and Behavior Among Chinese Domestic Tourists: An Exploratory Study 中国国内游客购买旅游纪念品的态度及行为研究. Journal of China tourism research, 4(2), 189-204.
Lin, W.-T., & Chen, C.-Y. (2013). Shopping satisfaction at airport duty-free stores: A cross-cultural comparison. Journal of Hospitality Marketing & Management, 22(1), 47-66.
Lin, Y.-H., & Chen, C.-F. (2013). Passengers' shopping motivations and commercial activities at airports–The moderating effects of time pressure and impulse buying tendency. Tourism Management, 36, 426-434.
Lin, Y.-H., & Lin, K. Q. (2006). Assessing mainland Chinese visitors' satisfaction with shopping in Taiwan. Asia Pacific Journal of Tourism Research, 11(3), 247-268.
Littrell, M. A., Anderson, L. F., & Brown, P. J. (1993). What makes a craft souvenir authentic? Annals of Tourism Research, 20(1), 197-215.
Litvin, S. W., & Kar, G. H. (2004). Individualism/collectivism as a moderating factor to the self-image congruity concept. Journal of Vacation Marketing, 10(1), 23-32.
MacCallum, R. C., Browne, M. W., & Sugawara, H. M. (1996). Power analysis and determination of sample size for covariance structure modeling. Psychological methods, 1(2), 130-149.
MacCannell, D. (1973). Staged authenticity: Arrangements of social space in tourist settings. American journal of Sociology, 589-603.
March, R. (1997). Diversity in Asian outbound travel industries: a comparison between Indonesia, Thailand, Taiwan, South Korea and Japan. International Journal of Hospitality Management, 16(2), 231-238.
McCleary, K. W., Weaver, P. A., & Hsu, C. H. (2007). The relationship between international leisure travelers' origin country and product satisfaction, value, service quality, and intent to return. Journal of Travel & Tourism Marketing, 21(2-3), 117-130.
McDonald, R. P., & Ho, M.-H. R. (2002). Principles and practice in reporting structural equation analyses. Psychological methods, 7(1), 64.
Moon, J., Chadee, D., & Tikoo, S. (2008). Culture, product type, and price influences on consumer purchase intention to buy personalized products online. Journal of Business Research, 61(1), 31-39.
Neelankavil, J. P., Mathur, A., & Zhang, Y. (2000). Determinants of managerial performance: A cross-cultural comparison of the perceptions of middle-level managers in four countries. Journal of international business studies, 121-140.
Park, K. S., & Reisinger, Y. (2009). Cultural differences in shopping for luxury goods: Western, Asian, and Hispanic tourists. Journal of Travel & Tourism Marketing, 26(8), 762-777.
Pizam, A., Jansen-Verbeke, M., & Steel, L. (1997). Are all tourists alike, regardless of nationality? The perceptions of Dutch tour-guides. Journal of international hospitality, leisure & tourism management, 1(1), 19-38.
Pizam, A., & Sussmann, S. (1995). Does nationality affect tourist behavior? Annals of Tourism Research, 22(4), 901-917.
Reisinger, Y., & Turner, L. W. (2002). Cultural differences between Asian tourist markets and Australian hosts, Part 1. Journal of travel Research, 40(3), 295-315.
Reisinger, Y., & Turner, L. W. (2003). Cross-cultural behaviour in tourism: Concepts and analysis: Elsevier.
Revilla, G., & Dodd, T. H. (2003). Authenticity perceptions of Talavera pottery. Journal of travel Research, 42(1), 94-99.
Rosenbaum, M. S., & Spears, D. L. (2005). Who buys that? Who does what? Analysis of cross-cultural consumption behaviours among tourists in Hawaii. Journal of Vacation Marketing, 11(3), 235-247.
Samovar, L. A., Porter, R. E., & Jain, N. C. (1981). Understanding intercultural communication: Wadsworth Publishing Company.
Schumacker, R. E., & Lomax, R. G. (2004). A beginner's guide to structural equation modeling,(2nd ed.): Mahwah,NJ:Lawrence Erlbaum Associates.
Sharpley, R. (1994). Tourism, tourists and society Huntingdon: ELM.
Silver, I. (1993). Marketing authenticity in third world countries. Annals of Tourism Research, 20(2), 302-318.
Spears, D. L., & Rosenbaum, M. S. (2012). The packaged tourist: A Japanese and American perspective. Tourismos: an International Multidisciplinary Journal of Tourism, 7(1), 19-40.
Stahl, G. K., Maznevski, M. L., Voigt, A., & Jonsen, K. (2010). Unraveling the effects of cultural diversity in teams: A meta-analysis of research on multicultural work groups. Journal of international business studies, 41(4), 690-709.
Steiner, C. J., & Reisinger, Y. (2006). Understanding existential authenticity. Annals of Tourism Research, 33(2), 299-318.
Sutton, W. A. (1967). Travel and understanding: Notes on the social structure of touring.
Swanson, K. K. (2004). Tourists’ and retailers’ perceptions of souvenirs. Journal of Vacation Marketing, 10(4), 363-377.
Taylor, C. R., & Okazaki, S. (2006). Who standardizes advertising more frequently, and why do they do so? A comparison of US and Japanese subsidiaries' advertising practices in the European Union. Journal of International Marketing, 14(1), 98-120.
Timothy, D. J., & Butler, R. W. (1995). Cross-boder shopping: A North American perspective. Annals of Tourism Research, 22(1), 16-34.
Torabian, P., & Arai, S. M. (2013). Tourist perceptions of souvenir authenticity: an exploration of selective tourist blogs. Current Issues in Tourism(ahead-of-print), 1-16.
Triandis, H. C. (1972). The analysis of subjective culture.
Triandis, H. C. (1995). Individualism & collectivism: Westview press.
Triandis, H. C., McCusker, C., & Hui, C. H. (1990). Multimethod probes of individualism and collectivism. Journal of personality and social psychology, 59(5), 1006.
Trilling, L. (1972). Sincerity and Authenticity. Cambridge: Harvard University Press.
Wang, N. (1999). Rethinking authenticity in tourism experience. Annals of Tourism Research, 26(2), 349-370.
Wei, L., Crompton, J. L., & Reid, L. M. (1989). Cultural conflicts: Experiences of US visitors to China. Tourism Management, 10(4), 322-332.
Wong, I. A., & Cheng, M. (2014). Exploring the Effects of Heritage Site Image on Souvenir Shopping Attitudes: The Moderating Role of Perceived Cultural Difference. Journal of Travel & Tourism Marketing, 31(4), 476-492.
Xie, P. F., Wu, T.-C., & Hsieh, H.-W. (2012). Tourists' perception of authenticity in indigenous souvenirs in Taiwan. Journal of Travel & Tourism Marketing, 29(5), 485-500.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.

【中文部分】

大紀元. (2014). 台機場31論壇 透國際交流帶動經濟消費. Retrieved from http://goo.gl/2X7nJ9
文化部. Retrieved from http://www.moc.gov.tw/content_271.html
王鴻祥, & 洪瑞璘. (2011). 文創商品的隱喻設計模式. 設計學報 (Journal of Design), 16(4).
李忠漢. (2009). 桃園機場旅客衝動性購買行為之影響因素研究. (碩士), 開南大學, 桃園縣.
林榮泰. (2011). 文化創意-非技乃道. 藝術欣賞, 7(2), 4-13.
陳順宇. (2009). 多變量分析 (第四版). 台北: 華泰文化.
湯安安. (2012). 紀念品的真實性對遊客購買意願之影響─以國立傳統藝術中心為例. (碩士), 世新大學.
黃淑芬. (2004). 文化創意產業 是願?是怨? 台北市: 商周.