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  本文關(guān)鍵詞：基于TPB修正模型的中國游客境外旅游購物消費行為研究　出處：《云南財經(jīng)大學》2017年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 計劃行為理論 旅游購物行為 人情 境外商品品質(zhì)感知

【摘要】：近幾年來,隨著中國出境旅游市場的不斷擴大,中國游客境外旅游購物現(xiàn)象是愈演愈烈。世界各大旅游地購物中心擁擠的人群中總是不缺乏華人這個龐大的購物群體,中國游客境外旅游期間購物消費能力也一直為各大商家和媒體津津樂道。然而與游客境外旅游購物現(xiàn)象異�；鸨啾畴x的是,對于游客旅游期間購物行為的研究卻極為匱乏。究竟是什么原因促使了中國游客在境外各旅游購物場所“一擲千金”的闊綽行為?又是什么原因讓一貫秉持“勤儉節(jié)約”美德的中國公民在踏上旅途后就變得如此慷慨大方?這又揭示了游客怎樣的消費行為規(guī)律?在此背景下,研究中國游客境外旅游期間購物行為規(guī)律具有重要的理論意義和實踐意義。計劃行為理論作為預(yù)測消費者行為意向方面使用最普遍、最具有影響力的研究工具已被各國學者廣泛應(yīng)用于各大行為領(lǐng)域中。旅游購物行為領(lǐng)域也不例外,國外學者對游客旅游購物行為的研究大多數(shù)以計劃行為理論為基礎(chǔ),并建立了相應(yīng)的理論框架。但也有學者提出計劃行為理論是在美國產(chǎn)生和發(fā)展起來的,因此在被用來研究他國文化背景下的消費者行為意向時并不能很好的解釋,且不同文化背景下的社會規(guī)范因素也會有所不同。因此提出用反映中國情景特征的面子意識和群體一致意識兩個變量替代主觀規(guī)范變量,研究結(jié)論顯示修正后的模型數(shù)據(jù)擬合度比原有模型高。因此,本研究繼續(xù)沿用前人提出的中國情景下的修正模型,并在此基礎(chǔ)上引入人情變量及境外商品品質(zhì)感知變量對此模型進行擴展,構(gòu)建中國游客境外旅游購物行為意向概念模型。根據(jù)研究目的和研究內(nèi)容設(shè)計和編制調(diào)查問卷,并利用SPSS數(shù)據(jù)分析軟件對回收數(shù)據(jù)進行信效度檢驗,用AMOS對整體模型的外部建構(gòu)進行驗證性因子分析、模型適配度檢驗、路徑分析和假設(shè)檢驗。得出結(jié)論如下:(1)態(tài)度、感知行為控制、群體一致和境外商品品質(zhì)感知變量對中國游客境外旅游期間購物行為意向均有顯著的正向作用。而面子意識和人情變量對游客旅游期間購物行為意向的影響作用并不顯著。(2)中國游客境外旅游期間購物行為意向?qū)τ慰偷膶嶋H購買行為有顯著的正向作用。最后,基于本文的實證研究結(jié)果,分別為境外旅游目的地的相關(guān)企業(yè)了解中國消費者的消費行為、理解和發(fā)掘中國消費者內(nèi)隱的消費心理提供了一個全新的視角。并對旅游地相關(guān)企業(yè)的營銷管理者制定恰當?shù)臓I銷策略提供了參考借鑒。
[Abstract]:In recent years, with the China outbound tourism market continues to expand, Chinese tourists travel overseas shopping phenomenon is intensified. The world's major tourist shopping center in the crowd is not lack of Chinese this huge shopping group, also Chinese tourists traveling abroad during the shopping consumption for major businesses and has been talked about. However, with the media tourists travel overseas shopping phenomenon is extremely unpopular deviate, for the study of shopping behavior of tourists during the period is extremely scarce. What prompted the Chinese tourists outside the tourist shopping "splurge" extravagant behavior? What is the reason for the "China citizens always uphold thrift virtue journey in the foot after it becomes so generous? It reveals how the consumption behavior of tourists? In this context, the research Chinese overseas tourists travel Has important theoretical significance and practical significance to tours during the shopping behavior of law. The theory of planned behavior as a predictor of consumer behavior intention most commonly used research tools, the most influential scholars have been widely used in the field of the behavior. The behavior of tourism shopping area is no exception, the research on tourists' shopping behavior of foreign scholars most based on the theory of planned behavior, and to establish the corresponding theoretical framework. But some scholars put forward the theory of planned behavior is produced and developed in the United States, so it is used to study the consumer behavior intention he culture under the background of time and can not be well explained, and social norms under the different cultural background factors will be different. So the proposed Chinese reflect the scene features of face consciousness and group consciousness two variables instead of subjective variables, research The display model of the modified data fitting than the original model. Therefore, this study continues to follow the modified model previously proposed Chinese scenarios, and on the basis of introducing human variables and overseas commodity quality perception variable of the model is extended to construct the China tourists travel overseas shopping intention model. According to the study and research the design and preparation of the questionnaire, and using the SPSS data analysis software test of the validity of the data recovery, AMOS external to the whole model construction of confirmatory factor analysis, model fit test, path analysis and hypothesis testing. The conclusions are as follows: (1) attitude, perceived behavior control, group consensus and overseas the quality of goods Chinese perception variables on tourists traveling abroad during the shopping intention has significant positive effect. While the face consciousness and human variables on tourist trip During the tour shopping intention influence effect is not significant. (2) Chinese tourists traveling abroad during the shopping intention of visitors to the actual purchase behavior has a significant positive effect. Finally, the empirical results of this study were based on related enterprises overseas tourism destination to understand consumer behavior Chinese consumers, understand and explore Chinese consumers implicit consumer psychology provides a new perspective. The reference and related to tourism marketing managers to develop appropriate marketing strategies.

【學位授予單位】：云南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.55;F592

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本文編號：1435056