本文選題：旅游購(gòu)物　切入點(diǎn)：購(gòu)物決策　出處：《華僑大學(xué)》2016年碩士論文

【摘要】：近年來(lái),中國(guó)內(nèi)地游客出境旅游購(gòu)物熱情高漲,而與之形成鮮明對(duì)比的是中國(guó)內(nèi)地游客在境內(nèi)旅游活動(dòng)的旅游購(gòu)物力度非常薄弱,探究促使中國(guó)內(nèi)地游客在境內(nèi)外的購(gòu)物熱情形成巨大差異的主要原因,中國(guó)內(nèi)地游客在境外的旅游購(gòu)物決策過程中促使他們積極產(chǎn)生購(gòu)物意向并作出購(gòu)物決策的主要因素是這個(gè)問題的重點(diǎn)所在,為解決這一問題,本文對(duì)中國(guó)內(nèi)地游客赴港旅游購(gòu)物決策過程進(jìn)行研究。本研究以香港為案例地,依據(jù)霍華德希斯模型,確定旅游購(gòu)物決策過程中可能存在的影響因素,結(jié)合香港當(dāng)?shù)芈糜钨?gòu)物環(huán)境,構(gòu)建中國(guó)內(nèi)地游客赴港旅游購(gòu)物決策模型。首先,運(yùn)用因子分析法、相關(guān)分析法,歸納出中國(guó)內(nèi)地游客赴港旅游購(gòu)物決策的影響因素及影響因素間的相關(guān)關(guān)系;其次運(yùn)用聚類分析法,分析出不同的旅游購(gòu)物決策類型;最后研究中國(guó)內(nèi)地游客赴港旅游購(gòu)物決策在不同的人口統(tǒng)計(jì)特征變量及其他旅游購(gòu)物相關(guān)因素上的顯著特點(diǎn)。主要得出以下結(jié)論:(1)本研究在霍華德希斯模型的基礎(chǔ)上,利用因子分析法對(duì)中國(guó)內(nèi)地游客赴港旅游購(gòu)物決策的影響因素進(jìn)行劃分,共有八個(gè)公因子,分別是購(gòu)物優(yōu)惠因子、實(shí)事導(dǎo)向因子、人群導(dǎo)向因子、傳統(tǒng)信息因子、現(xiàn)代信息渠道因子、商品外部特征因子、商品內(nèi)部特征因子和購(gòu)物體驗(yàn)因子。經(jīng)過相關(guān)分析證明公因子間普遍存在顯著相關(guān)關(guān)系。其中人群導(dǎo)向因子與購(gòu)物體驗(yàn)因子的正相關(guān)關(guān)系最強(qiáng)烈,負(fù)相關(guān)關(guān)系中影響最為突出的是購(gòu)物體驗(yàn)因子與商品內(nèi)部特征因子。(2)本研究通過聚類分析方法以購(gòu)物決策中公因子的影響程度為依據(jù)進(jìn)行分類,得到四種購(gòu)物決策類型:全程高介入型、全程中介入型、部分高介入型、部分低介入型。(3)本研究通過獨(dú)立獨(dú)立樣本T檢驗(yàn)和單因素方差分析法研究發(fā)現(xiàn),人口統(tǒng)計(jì)學(xué)變量和旅游購(gòu)物相關(guān)變量都會(huì)使影響因素公因子存在顯著差異,其中購(gòu)物優(yōu)惠因子的差異性在性別、年齡、月收入、旅游頻率、旅游購(gòu)物頻率、旅游天數(shù)方面表現(xiàn)明顯,商品外部特征因子的差異性會(huì)在旅游形式上表現(xiàn)明顯,人群導(dǎo)向因子的差異性在學(xué)歷方面表現(xiàn)明顯,現(xiàn)代信息渠道因子在家庭生命周期方面表現(xiàn)明顯。
[Abstract]:In recent years, Chinese mainland tourists have enjoyed a high enthusiasm for outbound tourism and shopping, in contrast to the fact that mainland Chinese tourists are very weak in their tourist activities inside the country.To explore the main reasons for the huge differences in the shopping enthusiasm of mainland Chinese tourists both inside and outside China,In order to solve this problem, the main factors that encourage mainland Chinese tourists to actively produce shopping intentions and make shopping decisions in the process of making overseas tourist shopping decisions are the key points of this problem.This paper studies the decision-making process of Chinese mainland tourists visiting Hong Kong.This study takes Hong Kong as a case study, according to Howard Heath model, to determine the possible factors in the decision-making process of tourism shopping, combined with the local tourism and shopping environment in Hong Kong, to build a decision-making model for mainland Chinese tourists to visit Hong Kong.Firstly, by using factor analysis and correlation analysis, the paper summarizes the influencing factors of tourist shopping decision and the correlation relationship between them, and then analyzes the different types of tourism shopping decision-making by cluster analysis.Finally, the paper studies the significant characteristics of different demographic variables and other tourist shopping related factors in the decision making of tourists from mainland China to visit Hong Kong.The main conclusions are as follows: (1) on the basis of Howard Heath's model, this study uses factor analysis method to divide the influencing factors of Chinese mainland tourists' tourist shopping decisions to Hong Kong. There are eight common factors, which are preferential factors for shopping.In fact, crowd orientation factor, traditional information factor, modern information channel factor, commodity exterior characteristic factor, commodity interior characteristic factor and shopping experience factor.Correlation analysis showed that there was a significant correlation between common factors.Among them, the positive correlation between crowd orientation factor and shopping experience factor is the strongest.In the negative correlation, the most prominent influence is the shopping experience factor and the commodity internal characteristic factor.Four types of shopping decision-making are obtained: the whole process of high intervention type, the whole course of high intervention type, part of high intervention type, part of low intervention type.Demographic variables and tourism shopping related variables can cause significant differences in common factors, among which the differences of preferential shopping factors are gender, age, monthly income, tourism frequency, tourism shopping frequency,In terms of tourism days, the difference of external characteristic factors of commodities will be obvious in tourism form, the difference of crowd guidance factors in academic qualifications is obvious, and that of modern information channel factors is obvious in family life cycle.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F592
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本文編號(hào)：1714555