一般來說，相同品牌對相同消費者應該具有相同的價值與效用，因此，不論在何地都應有相同的購買意願。本研究試圖從旅遊觀點挑戰此概念，探討消費者在不同旅遊國與本國對於相同品牌產品的購買意願差異，並驗證品牌知名度高低的干擾效果。透過受測者間與受測者內的實驗設計，並以大學生為對象，採便利抽樣進行兩個研究驗證假設，研究結果發現對於相同品牌產品，消費者在旅遊國之購買意願會高於本國，而且主要受到純旅遊效果、品牌來源國與國家形象的影響，同時，品牌知名度將干擾著這些旅遊效果所產生的差異。

The same brand should have the same value and utility for the same consumers. Therefore, the customers should have the same purchase intentions everywhere. In order to challenge this concept, this study attempts to explore purchase intention toward the same brand in foreign countries and home country from a travel perspective, and examine the moderating effects of the brand awareness. Two studies were conducted to verify the hypotheses using between-subjects and within-subjects experimental designs. University students were recruited as research subjects via convenience sampling. The findings reveal that the traveling effect, brand awareness, country-of-origin and country image combine to increase consumers purchase intention in the visited countries than in the home country. Additionally, brand awareness moderated the traveling effect.