基于EKB模式的旅游购物行为研究
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摘要
旅游购物作为旅游活动的六大内容之一,对促进旅游经济效益发挥、推动旅游目的地发展有重要意义。目前,我国在旅游购物方面存在着一些问题,表现为:旅游购物消费占旅游花费的比例不高,购物供给不能满足旅游者购物需求,旅游购物理论比较落后等。
本文从消费者心理学及行为学的角度对旅游者的购物行为进行分析,从旅游者、旅游商品和相关群体三个方面选取年龄、性别、购买偏好、质量、价格、导游员及售货员信任度等16个变量作为影响因素。通过实地调研、理论分析、相关性分析、方差分析、因子分析等,得出以下结论:
(一)价格、质量、商品种类、导游员及售货员信任度等影响因素存在的问题比较突出,严重阻碍了旅游购物的发展。
(二)旅游者个体特征因素对旅游者的购物行为有重要影响,导致旅游者在购买次数、旅游商品评价、购买动机、购买内容等多方面表现出显著差异。同时,方差分析表明:因素间的交互作用对旅游者购物行为造成的影响大于单独作用所造成的影响。
(三)利用因子分析法对影响旅游者购物行为的多个因素进行了总结,将它们归纳为商品特征因子、购物欲望因子、信任度因子、购买力因子四个方面。
As one of the tourism's six elements, tourism shopping is significant to promote economic efficiency and development of local economy. At present, some problems exist in tourism shopping at home, such as, consumption takes a very low proportion in the total traveling expense, stuff supply is insufficient for the tourist need, tourism shopping theory is relatively backward, and so on.
In order to study tourists' shopping behavior from psychology and behavioral science, thisthesis extracts 16 main influencing factors which are from tourist, commodities and relativecommunities, such as age, gender, preference of purchasing, quality, price, guide and salesman.
The following conclusions can be got after the investigation and correlation analysis, varianceanalysis , factor analysis and so on:
1. The problems of price, quality, type of commodity, credibility of guide and salesman are prominent, which have seriously impeded the development of traveling shopping.
2. The personalities of tourist and population statistics are affecting the shopping behavior resulting on purchase times, evolution on tourism commodity, purchase motive and commodity choice. Meanwhile, the variance analysis results show that reciprocal influence of factors to tourist purchase behavior is bigger than they are in single.
3. Factor analysis concludes several factors of affecting tourist purchase behavior. They are merchandise character factor, shopping desire factor, trust factor, purchasing power factor.
本文从消费者心理学及行为学的角度对旅游者的购物行为进行分析,从旅游者、旅游商品和相关群体三个方面选取年龄、性别、购买偏好、质量、价格、导游员及售货员信任度等16个变量作为影响因素。通过实地调研、理论分析、相关性分析、方差分析、因子分析等,得出以下结论:
(一)价格、质量、商品种类、导游员及售货员信任度等影响因素存在的问题比较突出,严重阻碍了旅游购物的发展。
(二)旅游者个体特征因素对旅游者的购物行为有重要影响,导致旅游者在购买次数、旅游商品评价、购买动机、购买内容等多方面表现出显著差异。同时,方差分析表明:因素间的交互作用对旅游者购物行为造成的影响大于单独作用所造成的影响。
(三)利用因子分析法对影响旅游者购物行为的多个因素进行了总结,将它们归纳为商品特征因子、购物欲望因子、信任度因子、购买力因子四个方面。
As one of the tourism's six elements, tourism shopping is significant to promote economic efficiency and development of local economy. At present, some problems exist in tourism shopping at home, such as, consumption takes a very low proportion in the total traveling expense, stuff supply is insufficient for the tourist need, tourism shopping theory is relatively backward, and so on.
In order to study tourists' shopping behavior from psychology and behavioral science, thisthesis extracts 16 main influencing factors which are from tourist, commodities and relativecommunities, such as age, gender, preference of purchasing, quality, price, guide and salesman.
The following conclusions can be got after the investigation and correlation analysis, varianceanalysis , factor analysis and so on:
1. The problems of price, quality, type of commodity, credibility of guide and salesman are prominent, which have seriously impeded the development of traveling shopping.
2. The personalities of tourist and population statistics are affecting the shopping behavior resulting on purchase times, evolution on tourism commodity, purchase motive and commodity choice. Meanwhile, the variance analysis results show that reciprocal influence of factors to tourist purchase behavior is bigger than they are in single.
3. Factor analysis concludes several factors of affecting tourist purchase behavior. They are merchandise character factor, shopping desire factor, trust factor, purchasing power factor.
引文
[1]徐萍.消费者心里学教程[M].上海:上海财经大学出版社,2005
[2]Jansen-Verbeke M.Leisure shopping-a magic concept for the tourism industry[J].Tourism Management,1991,12(2):10-12
[3]Turner,LW,Reisinger,Y.Shopping satisfaction for domestic tourists.Journal of Retailing and Consumer Services.2000,8(1):15-27
[4]Lesser J A,Hughes M A.Towards a typology of shoppers[J].Business Horizons,1986,29(6):58-60
[5]Geuens M,Vantomme D,Brengman M.Developing a typology of airport shoppers[J].Tourism Management,2004,25:614-617
[6]Moscardo G.Shopping as a destination attraction:An empirical examination of the role of shopping in tourists'destination choice and experience[J].Journal of Vacation Marketing,2004,10(4):298-304
[7]Josiam B M,Kinley T R,Kim Y-K.Involvement and the tourist shopper:Using the Involvement construct to segment the American tourist shopper at the mall[J].Journal of Vacation Marketing,2005,11(2):133-152
[8]Bo Hu,Hong Yu.Segmentation by craft selection criteria and shopping Involvement[J].Tourism Management,2007,28:1075-1090
[9]Oh J Y,Cheng C K,Lehto X Y et al.Predictors of tourists'shopping behavior:Examination of sociodemographic characteristics and trip typologies[J].Journal of Vacation Marketing,2004,10(4):305-311
[10]Pysarchik D.Witt S,and Moutinho L,eds.Tourism marketing and management handbook[C].New York:Prentice-Hall,1989:552-555
[11]David J.Snepenger,Leann Murphy.Tourist and residents use of a shopping space[J].Annals of Tourism Research,2006,30(3):567-580
[12]Timothy D J,Butler R W.Cross-border shopping:A North American Perspective[J].Annals of Tourism Research,1995,22(1):17-34
[13]Vincent C.S.Tourism shopping and it's contributions to Hong Kong[J].Tourism managment,1998,19(4):383-386
[14]Dholakia R R.Going shopping:Key determinants of shopping behaviors and motivations[J].International Journal of Retail and Distribution Management,1999,27(4):155-163
[15]An-Tien Hsieh,Janet Chang.Shopping and tourist night markets in Taiwan[J].Tourism Management. 2006,27:138-145
[16]Soyoung Kim,Mary A.Littrell.Souvenir buying intentions for self versus others[J].Annals of Tourism Research,2001,28(3):638-657
[17]Gee C Y,Makens J C,Choy d J L.The travel industry[M].NewYork:Van Nostrand Reinhold,1997:424-455
[18]Dellaert B,Borgers A,Timmermans H.A day in the city:using conjoint choice experiments to model urban tourists' choice of activity packages[J].Tourism Management,1995,16(5):349-352
[19]Snepenger D J,Murphy L,O'Connell,R.Tourists and residents use of a shopping space[J].Annals of Tourism Research,2003,30(3):568-581
[20]Yuksel A.Shopping experience evaluation:a case of domestic and international visitors[J].Tourism Management,2004,25(6):754-758
[21]Livio Di Matte,Rosanna Di Matte.An analysis of Canadian cross-border travel[J].Annals of Tourism Research,1996,1(23):103-122
[22]Lehto X Y,Cai L A,O'Leary J T,etal.Tourist shopping preferences and expenditure behaviors:The case of the Taiwanese outbound market[J].Journal of Vacation Marketing,2004,10(4):323-330
[23]Yong Kun Suh,Leo McAvoy.Preferences and trip expenditures-a conjoint analysis of visitors to Seoul[J].Korea.Tourism Management,2005,26:325-333
[24]Atila Yuksel.Shopping experience evaluation:a case of domestic and international visitors[J].Tourism Management,2004,25:751-759
[25]Mark S.Rosenbaum and Daniel L.Spears.An exploration of spending behaviors among Japanese tourists[J].Journal of Travel Research 2006,44:467-470
[26]Tsan-Ming Choi,Shuk-Ching Liu,Ka-Man Pang,Pui-Sze Chow.Shopping behaviors of individual tourists fromthe Chinese Mainland to Hong Kong[J].Tourism Management,2007:1-5
[27]Wendy Bryce Wilhelm,Sandra Mottner.Teens and shopping mall preferences:a conjoint analysis approach to understanding the generational shift toward an experience econom[J].Journal of Shopping Center Research,2005,1(12):24-44
[28]张凌云.旅游商品概念性定义与旅游纪念品的地方特色[J].旅游学刊,2004,(1):27-31
[29]马晓京.旅游商品消费的文化人类学解读[J].中南民族大学学报(人文社会科学版),2005,(4):58-61
[30]曹国新.配景:旅游商品的本体存在——一种基于本体论的考察[J].桂林旅游高等专科学校学 报,2004,15(5):28-30
[31]苗学玲.旅游商品概念性定义与旅游纪念品的地方特色[J].旅游学刊,2004,19(1):27-31
[32]苗学玲.旅游购物系统研究——以西安为例[D].陕西师范大学硕士论文,2002
[33]石美玉.关于旅游购物研究的理论思考[J].旅游学刊,2004,19(1):32-36
[34]张建融.购物旅游业发展问题研究——以义乌小商品市场为例.旅游学刊,2007,22(1):49-52
[35]钟志平.我国旅游商品市场诊断及旅游商品开发创新能力分析[J].湖南社会科学,2003,(3):105-107
[36]郭伟,沈洁.借鉴东南亚经验开发我国旅游购物品[J].商业研究,2004,(6):166-167
[37]崔玲萍.旅游购物中存在的问题及对策.商业时代[J],2006,(15):83-84
[38]袁国宏.我国旅游购物发展探讨[J].北京第二外国语学院学报,2004,(1):91-100
[39]叶苏平,单艺斌.改善旅游购物环境,发展大连旅游产业[J].大连大学学报,2000,21(1):17-19
[40]王晖,闫友兵.湘西民族地区旅游购物品开发现状分析及创新对策[J].武汉科技大学学报(社会科学版),2004,6(2):26-28
[41]张岩.关于促进辽宁旅游购物发展的思考[J].商业时代,2007.24:113-115
[42]张俊英.青海旅游商品开发的对策研究[J].新西部,2007,22:26-27
[43]王娜玲.张家界旅游商品市场存在的问题及对策研究[J].发展,2007,(8):51-52
[44]石美玉.北京旅游景区旅游购物的现状及对策分析[J].旅游学刊,2006,21(3):44-49
[45]石美玉.中国旅游购物研究[D].中国社会科学院博士论文,2006
[46]白凯,马耀峰.旅游者购物偏好行为研究——以西安入境旅游者为例[J].旅游学刊,2007,22(11):52-57
[47]石美玉.旅游者购物行为研究[J],旅游学刊,2005,20(5):70-75
[48]王晶.国内女性旅游者桂林旅游购物行为研究[D].广西师范大学硕士论文,2006
[49]梁学成,郝索.对国内旅游者的旅游商品需求差异性研究——以西安市旅游商品市场为例[J].旅游学刊,2005,20(4):51-55
[50]梁学成,邢晓玉.对国内游客购买旅游商品的影响因素分析[J].北京第二外国语学院学报,2007,(11):69-74
[51]薛英.基于消费心理学的旅游购物决策研究[D].大连理工大学硕士论文,2006
[52]蒋玉飞.基于推拉模型的旅游购物决策研究——以广州居民在港旅游购物为例[D].中山大学硕士论文,2006
[53]俞金国,王丽华.国内外旅游购物研究进展[J].人文地理,2007,(1):12-17
[54]陈钢华,黄远水.国外旅游购物研究综——ATR和TM反映的学术态势[J].旅游学刊2007,22(12):88-92
[55]马进甫.国内旅游购物研究综述[J].北京第二外国语学院学报(旅游版),2006,(9):9-14
[56]钟志平,王秀娟.购物类旅游资源的分类及开发探讨[J].湖南财经高等专科学校学报,2007,23(2):96-100
[57]曹国新.解析中国旅游商品的市场失灵[J].经济经纬,2005,(2):124-126
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[59]苗学玲.对旅游业回扣现象的反思[J].旅游学刊,2001,16(2):31-34
[60]胡波.购物欺诈对旅游行业发展的危害性分析[J].商业时代,2007,(12):102-103
[61]王明星.旅游商品的市场细分与营销调控——以广东省为例.经济地理[J],2002,22(3):379-384
[62]李景宜.我国旅游商品业发展的动态趋势及波动周期.经济地理[J],2003,23(2):272-275
[63]蔡湛,郑振华.旅游购物商品生产营销若干问题研究.地理学与国土研究[J],2000,16(3):79-81
[2]Jansen-Verbeke M.Leisure shopping-a magic concept for the tourism industry[J].Tourism Management,1991,12(2):10-12
[3]Turner,LW,Reisinger,Y.Shopping satisfaction for domestic tourists.Journal of Retailing and Consumer Services.2000,8(1):15-27
[4]Lesser J A,Hughes M A.Towards a typology of shoppers[J].Business Horizons,1986,29(6):58-60
[5]Geuens M,Vantomme D,Brengman M.Developing a typology of airport shoppers[J].Tourism Management,2004,25:614-617
[6]Moscardo G.Shopping as a destination attraction:An empirical examination of the role of shopping in tourists'destination choice and experience[J].Journal of Vacation Marketing,2004,10(4):298-304
[7]Josiam B M,Kinley T R,Kim Y-K.Involvement and the tourist shopper:Using the Involvement construct to segment the American tourist shopper at the mall[J].Journal of Vacation Marketing,2005,11(2):133-152
[8]Bo Hu,Hong Yu.Segmentation by craft selection criteria and shopping Involvement[J].Tourism Management,2007,28:1075-1090
[9]Oh J Y,Cheng C K,Lehto X Y et al.Predictors of tourists'shopping behavior:Examination of sociodemographic characteristics and trip typologies[J].Journal of Vacation Marketing,2004,10(4):305-311
[10]Pysarchik D.Witt S,and Moutinho L,eds.Tourism marketing and management handbook[C].New York:Prentice-Hall,1989:552-555
[11]David J.Snepenger,Leann Murphy.Tourist and residents use of a shopping space[J].Annals of Tourism Research,2006,30(3):567-580
[12]Timothy D J,Butler R W.Cross-border shopping:A North American Perspective[J].Annals of Tourism Research,1995,22(1):17-34
[13]Vincent C.S.Tourism shopping and it's contributions to Hong Kong[J].Tourism managment,1998,19(4):383-386
[14]Dholakia R R.Going shopping:Key determinants of shopping behaviors and motivations[J].International Journal of Retail and Distribution Management,1999,27(4):155-163
[15]An-Tien Hsieh,Janet Chang.Shopping and tourist night markets in Taiwan[J].Tourism Management. 2006,27:138-145
[16]Soyoung Kim,Mary A.Littrell.Souvenir buying intentions for self versus others[J].Annals of Tourism Research,2001,28(3):638-657
[17]Gee C Y,Makens J C,Choy d J L.The travel industry[M].NewYork:Van Nostrand Reinhold,1997:424-455
[18]Dellaert B,Borgers A,Timmermans H.A day in the city:using conjoint choice experiments to model urban tourists' choice of activity packages[J].Tourism Management,1995,16(5):349-352
[19]Snepenger D J,Murphy L,O'Connell,R.Tourists and residents use of a shopping space[J].Annals of Tourism Research,2003,30(3):568-581
[20]Yuksel A.Shopping experience evaluation:a case of domestic and international visitors[J].Tourism Management,2004,25(6):754-758
[21]Livio Di Matte,Rosanna Di Matte.An analysis of Canadian cross-border travel[J].Annals of Tourism Research,1996,1(23):103-122
[22]Lehto X Y,Cai L A,O'Leary J T,etal.Tourist shopping preferences and expenditure behaviors:The case of the Taiwanese outbound market[J].Journal of Vacation Marketing,2004,10(4):323-330
[23]Yong Kun Suh,Leo McAvoy.Preferences and trip expenditures-a conjoint analysis of visitors to Seoul[J].Korea.Tourism Management,2005,26:325-333
[24]Atila Yuksel.Shopping experience evaluation:a case of domestic and international visitors[J].Tourism Management,2004,25:751-759
[25]Mark S.Rosenbaum and Daniel L.Spears.An exploration of spending behaviors among Japanese tourists[J].Journal of Travel Research 2006,44:467-470
[26]Tsan-Ming Choi,Shuk-Ching Liu,Ka-Man Pang,Pui-Sze Chow.Shopping behaviors of individual tourists fromthe Chinese Mainland to Hong Kong[J].Tourism Management,2007:1-5
[27]Wendy Bryce Wilhelm,Sandra Mottner.Teens and shopping mall preferences:a conjoint analysis approach to understanding the generational shift toward an experience econom[J].Journal of Shopping Center Research,2005,1(12):24-44
[28]张凌云.旅游商品概念性定义与旅游纪念品的地方特色[J].旅游学刊,2004,(1):27-31
[29]马晓京.旅游商品消费的文化人类学解读[J].中南民族大学学报(人文社会科学版),2005,(4):58-61
[30]曹国新.配景:旅游商品的本体存在——一种基于本体论的考察[J].桂林旅游高等专科学校学 报,2004,15(5):28-30
[31]苗学玲.旅游商品概念性定义与旅游纪念品的地方特色[J].旅游学刊,2004,19(1):27-31
[32]苗学玲.旅游购物系统研究——以西安为例[D].陕西师范大学硕士论文,2002
[33]石美玉.关于旅游购物研究的理论思考[J].旅游学刊,2004,19(1):32-36
[34]张建融.购物旅游业发展问题研究——以义乌小商品市场为例.旅游学刊,2007,22(1):49-52
[35]钟志平.我国旅游商品市场诊断及旅游商品开发创新能力分析[J].湖南社会科学,2003,(3):105-107
[36]郭伟,沈洁.借鉴东南亚经验开发我国旅游购物品[J].商业研究,2004,(6):166-167
[37]崔玲萍.旅游购物中存在的问题及对策.商业时代[J],2006,(15):83-84
[38]袁国宏.我国旅游购物发展探讨[J].北京第二外国语学院学报,2004,(1):91-100
[39]叶苏平,单艺斌.改善旅游购物环境,发展大连旅游产业[J].大连大学学报,2000,21(1):17-19
[40]王晖,闫友兵.湘西民族地区旅游购物品开发现状分析及创新对策[J].武汉科技大学学报(社会科学版),2004,6(2):26-28
[41]张岩.关于促进辽宁旅游购物发展的思考[J].商业时代,2007.24:113-115
[42]张俊英.青海旅游商品开发的对策研究[J].新西部,2007,22:26-27
[43]王娜玲.张家界旅游商品市场存在的问题及对策研究[J].发展,2007,(8):51-52
[44]石美玉.北京旅游景区旅游购物的现状及对策分析[J].旅游学刊,2006,21(3):44-49
[45]石美玉.中国旅游购物研究[D].中国社会科学院博士论文,2006
[46]白凯,马耀峰.旅游者购物偏好行为研究——以西安入境旅游者为例[J].旅游学刊,2007,22(11):52-57
[47]石美玉.旅游者购物行为研究[J],旅游学刊,2005,20(5):70-75
[48]王晶.国内女性旅游者桂林旅游购物行为研究[D].广西师范大学硕士论文,2006
[49]梁学成,郝索.对国内旅游者的旅游商品需求差异性研究——以西安市旅游商品市场为例[J].旅游学刊,2005,20(4):51-55
[50]梁学成,邢晓玉.对国内游客购买旅游商品的影响因素分析[J].北京第二外国语学院学报,2007,(11):69-74
[51]薛英.基于消费心理学的旅游购物决策研究[D].大连理工大学硕士论文,2006
[52]蒋玉飞.基于推拉模型的旅游购物决策研究——以广州居民在港旅游购物为例[D].中山大学硕士论文,2006
[53]俞金国,王丽华.国内外旅游购物研究进展[J].人文地理,2007,(1):12-17
[54]陈钢华,黄远水.国外旅游购物研究综——ATR和TM反映的学术态势[J].旅游学刊2007,22(12):88-92
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