Handwritten typeface effect of souvenirs: The influence of human presence, perceived authenticity, product types, and consumption goals

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.