臺灣休閒產業蓬勃發展，使得各地政府無不注重地方行銷、推廣地方特色。而在中華文化中，最直接的人際互動，常以在地伴手禮聊表心意。本研究除了探討伴手禮的購買動機外，並加入了購買情境、感官體驗、炫耀性消費等因素，並研究其關聯性。根據上述目的，以購買新竹十大伴手禮為研究對象，採立意抽樣方式進行問卷取樣，共回收有效問卷405份，並利用描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關及迴歸分析等統計方法進行分析。研究結果顯示：女性31-50歲、專科以上學歷、軍公教及工商服務業為伴手禮主要購買族群；伴手禮之感官體驗，以「味覺」為選擇首要、「口碑」為輔；伴手禮之炫耀性消費目的在於提升地位，增進同儕認同感；伴手禮之整體購買情境與整體感官體驗之間的相關性最高；越具「新奇特性」之購買動機，越能凸顯其炫耀性消費之「名牌觀」；伴手禮之購買情境中，「社交環境」越佳，炫耀性消費越顯著；伴手禮之整體視覺感官體驗越強，其炫耀性層面越鮮明。最後，根據研究結果提出具體之建議，以供實務應用及後續相關研究之參考。

The flourishing of hospitality industry makes the government focus on tourism and promotion of souvenirs. In Chinese culture, most people often buy local souvenirs as gift to express their friendship. The purpose of the study was to explore customers' motivation of buying souvenirs. The study also discusses the factors of purchase situation, sensory experience, and conspicuous consumption. Simultaneously, induct the relationships among each other. According to the purposes mentioned above, this study takes the people who buying the ＂Top 10 Souvenirs of Hsinchu＂ as the research subject. Using purposive sampling conducted the questionnaire survey. And 405 valid questionnaires were retrieved. The statistical methods included descriptive statistical, t-test analysis, one-way ANOVA, Pearson product-moment correlation, and regression analysis. The major findings of this study were summarized as follows. The main customers of buying souvenirs are women, 31-50 years old, with above college degree, working at government or services industry. In sensory experience of buying souvenirs, the ＂tasty＂ is the main choice and ＂hearing＂ is the secondary. The purpose of conspicuous consumption is to upgrade the status and enhance peer recognition. The overall souvenir purchasing situation has highly correlation with the overall sensory experience. The ＂novelty＂ characteristic of buying motivation can highlight the ＂famous brand＂ concept of the conspicuous consumption. In the purchase situation, the better of social environment will enhance conspicuous consumption. The higher of the overall visual sensory experience will promote the conspicuous consumption of souvenirs. Finally, it is hoped that the results of this study can provide as reference for souvenir shops, and further studies.