Effects of Authenticity Perception, Hedonics, and Perceived Value on Ceramic Souvenir-Repurchasing Intention

ABSTRACT This study examines a ceramic souvenir-repurchasing model for understanding the effects of authenticity perception, hedonics, and perceived value on the souvenir-repurchasing intentions of tourists. A total of 419 tourists at the Yingge Ceramics Area in Taiwan were administered an on-site questionnaire. The sample was divided into two data sets. Analyses of structural equations and competing models were employed to test hypothesized relationships and determine the best fitting model. The results indicate that authenticity perception and hedonics are important determinants of perceived value, which in turn influences souvenir-repurchasing intention. The findings suggest that in addition to further strengthening the value of souvenirs, the future efforts of destination marketing organizations to understand tourists' souvenir-repurchasing behaviors should consider the authenticity and hedonic needs of repeat tourists.