This study developed and validated a theoretical model that examines how different typeface types (handwritten vs. machine-written) in souvenirs affect tourists’ purchase intention. Four experiments were conducted to test the proposed hypotheses. The results revealed that souvenirs with handwritten typeface designs lead to higher purchase intention than those with machine-written typeface. Furthermore, this study demonstrated that perceived human presence and authenticity sequentially mediate the relationship between souvenir typeface types and purchase intention. The results indicate that souvenir type and consumption goal moderate the typeface effect. When a symbolic souvenir (vs. utilitarian souvenir) uses handwritten typeface in its product design, it has a higher appeal for tourists. If gift-giving (vs. self-purchase) is the consumption goal, the handwritten (vs. machine-written) typeface leads to higher purchase intention. This study has theoretical and practical implications for souvenir design in destination marketing practices.

中文翻译：

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纪念品的手写字体效果：人类存在、感知真实性、产品类型和消费目标的影响

这项研究开发并验证了一个理论模型，用于研究纪念品中不同的字体类型（手写与机写）如何影响游客的购买意愿。进行了四个实验来检验所提出的假设。结果显示，手写字体设计的纪念品比机写字体设计的纪念品有更高的购买意愿。此外，这项研究表明，感知到的人类存在和真实性依次调节纪念品字体类型和购买意图之间的关系。结果表明，纪念品类型和消费目标调节字体效果。当象征性纪念品（相对于功利性纪念品）在产品设计中使用手写字体时，它对游客具有更高的吸引力。如果以送礼（相对于自购）为消费目标，则手写（相对于机写）字体会带来更高的购买意愿。这项研究对于目的地营销实践中的纪念品设计具有理论和实践意义。