The tourism industry is considered to be the star industry of the 21st century, and is also considered as one of the non-smokestack industry and receives high regard in every country. According to the statistic data which has been released by Tourism Bureau of Taiwan in 2011 showed that the shopping expenditures during travel is taking the second place in total tourism expenditures and has revealed the importance of souvenirs purchasing. The sample of this study are those tourists who has souvenir purchase experience and a sample survey conducted by means of online questionnaires, a total of 1,120 copies of valid questionnaires were gathered. The results showed that visitors purchase motivation and perceived value for the purchase of tourist souvenirs have a significant impact on souvenirs purchasing.; the categories of tourist souvenirs has a significant impact on meaning of travel to tourist's, place attachment and intension of revisiting. Among all the purchase motivation, the personal motivation has the most influence when purchase souvenirs, therefore, self-centered of tourists is the starting points as to purchase the souvenir and won't be affected by other social factors. Among all the factors of tourist perceived value, price factor has the most significant impact; therefore, the price of the souvenir will influence the purchase behavior. Among categories of tourist souvenirs, local specialty products for the meaning of the symbol type and tool type has an impact that is local enough to represent the substantive object of the tourist experience; symbolic souvenirs for local attachment of local identity has the most influence, but the place dependence has no significant impact, that is to buy a symbolic souvenir will let visitors have a sense of belonging, but this souvenir can not meet the visitors functional needs. The symbolic souvenirs and local products have the significant impact on recommendation to friends and relatives to visit but have no significant impact on repurchase intentions. The presence of tourist souvenirs has an impact on the psychological behavior of the visitors who will leave the place especially those local product souvenirs and symbolic souvenirs. The purchase behavior of tourist is influenced by personal motivation and price of the product.