近年來隨著產業與政策的變遷，觀光工廠的浮現是為了符合現代觀光的需求與創造 傳統產業的附加價值，同時兼具歷史文化傳承與寓教育樂功能，亦提高了觀光旅遊的深 度化。本研究之目的主要探討環境氛圍與消費者情緒對於衝動性購買之關係。再者，品 牌形象對於環境氛圍與和消費者情緒與衝動性購買之間的干擾影響關係亦是本研究需 要去釐清的部分。 本研究共計高與低品牌形象均回收500份有效觀光工廠遊客樣本。研究結果指出， 無論在品牌形象高與低的樣本中，環境氛圍與消費者情緒均會正向顯著影響消費者的衝 動性購買。然而，在品牌形象高的樣本中，品牌形象對於環境氛圍與消費者情緒和衝動 性購買之間並無干擾效果；而在品牌形象低的樣本中，品牌形象僅對於消費者情緒和衝 動性購買之間具有干擾效果，但對於環境氛圍和衝動性購買之間並無干擾效果。最後， 本研究針對結果提出理論與管理意涵，以及未來研究方向給與學術界與實務界參考建 議。

In recent years, with regarding the industry and the changing of policies, tourism factories have accorded with the demands of modern tourism and the emergence of creating the added value of traditional industry. At the same time, both historical and cultural heritages have been combined in education, thus improving the depth of tourism. The purpose of this study is mainly to discuss issues related to environment ambience and consumer emotions for impulsive buying. Moreover, the moderator between differing brand images is also clarified here. The amount of high and low quality brands of tourism factories were both 500. The results of this study indicate that no matter what high or low quality brand images were sampled, environment ambience and consumer emotions were a significantly positive impact on impulsive buying. However, in the (high brand image) sample, the brand image for the consumer emotion and environment ambience had no significant moderating effect between impulsive buying. In the (low brand image) sample, it had significant positive moderating effect, but for the environment ambience hadn't significant moderating effect between impulsive buying. The results of this study hope to provide analysis for the industry, and direction for future research.