關鍵詞：紀念品、從眾行為、衝動性購買行為、情境因素 Abstract : This research aims to study the influence of conformity on impulsive purchasing behavior and the moderating role of situational factors in the relationship. While traveling, tourists usually buy souvenirs. Conformity may cause impulsive purchasing behavior. In addition, situational factors may play the moderating role in the relationship between conformity and impulsive purchasing behavior. A total of 170 usable samples were retrieved and used for descriptive analysis, factor analysis, reliability analysis, construct validity, and regression analysis. The results suggest that conformity has positive influence on impulsive purchase behavior. However, situational factors do not moderate the relationship between conformity and impulsive purchasing behavior.