【摘要】：隨著生活水平的提高，旅游成為人們重要的休閑娛樂(lè)方式。近年來(lái)，自助旅游市場(chǎng)規(guī)模持續(xù)快速增長(zhǎng)，與之相比，旅游購(gòu)物市場(chǎng)卻增長(zhǎng)緩慢。旅游購(gòu)物在旅游產(chǎn)業(yè)中占據(jù)重要地位，對(duì)促進(jìn)當(dāng)?shù)芈糜�、社�?huì)和經(jīng)濟(jì)的發(fā)展具有重要意義。盡管近年來(lái)旅游購(gòu)物有所發(fā)展，但旅游購(gòu)物占旅游總收入的比重仍與發(fā)達(dá)國(guó)家存在一定差距，這既表明我國(guó)旅游購(gòu)物發(fā)展存在問(wèn)題，也意味著該市場(chǎng)的拓展空間較大。自助旅游者外出旅游，有一定的購(gòu)物欲望，但在做出購(gòu)買(mǎi)決策時(shí)表現(xiàn)出疑慮和猶豫。在此過(guò)程中，旅游購(gòu)物感知風(fēng)險(xiǎn)就是影響自助旅游者的重要因素。當(dāng)自助旅游者的感知風(fēng)險(xiǎn)超過(guò)了其可以容忍的程度時(shí)，就會(huì)放棄購(gòu)買(mǎi)行為或者延遲購(gòu)買(mǎi)行為。目前利用感知風(fēng)險(xiǎn)研究旅游購(gòu)物主要以跟團(tuán)旅游者為研究對(duì)象，很少涉及自助旅游者。自助旅游者不同于跟團(tuán)旅游者，自助旅游者無(wú)參照群體導(dǎo)游的影響和旅行社的干擾，受到陌生旅游團(tuán)體購(gòu)物行為帶來(lái)的從眾壓力較��；他們的獨(dú)立性和自主性較強(qiáng)，自主選擇權(quán)更大。因此，探索自助旅游者旅游購(gòu)物感知風(fēng)險(xiǎn)的影響因素，為降低旅游購(gòu)物感知風(fēng)險(xiǎn)提出針對(duì)性的營(yíng)銷(xiāo)建議具有重要意義。 本文首先對(duì)旅游購(gòu)物和感知風(fēng)險(xiǎn)的文獻(xiàn)進(jìn)行系統(tǒng)研究，在此基礎(chǔ)上，梳理傳統(tǒng)環(huán)境及網(wǎng)絡(luò)環(huán)境下消費(fèi)者感知風(fēng)險(xiǎn)的影響因素，再綜合參考目前旅游購(gòu)物感知風(fēng)險(xiǎn)的研究成果，從個(gè)體因素、旅游商品因素、商店形象三個(gè)方面出發(fā)，構(gòu)建了自助旅游者旅游購(gòu)物感知風(fēng)險(xiǎn)影響因素框架，并提出相應(yīng)假設(shè)。 隨后，確定研究對(duì)象和問(wèn)卷發(fā)放對(duì)象，對(duì)收集的數(shù)據(jù)進(jìn)行項(xiàng)目分析、信度分析、效度分析、因子分析、逐步回歸分析，最終得出六個(gè)影響自助旅游者旅游購(gòu)物感知風(fēng)險(xiǎn)的因子，影響作用從大到小依次是：旅游商品價(jià)格水平、商店功能形象、旅游購(gòu)物經(jīng)驗(yàn)、旅游商品地方特色化、旅游商品知名度、商店情感形象。其中，商店功能形象、商店情感形象、旅游商品知名度、旅游商品地方特色化、旅游購(gòu)物經(jīng)驗(yàn)對(duì)旅游購(gòu)物感知風(fēng)險(xiǎn)存在負(fù)向影響作用，旅游商品價(jià)格水平對(duì)旅游購(gòu)物感知風(fēng)險(xiǎn)存在正向影響作用。此外，通過(guò)獨(dú)立樣本T檢驗(yàn)和單因素方差分析研究了自助旅游者人口統(tǒng)計(jì)特征對(duì)旅游購(gòu)物感知風(fēng)險(xiǎn)的影響，結(jié)果顯示不同年齡層次的自助旅游者的旅游購(gòu)物感知風(fēng)險(xiǎn)存在明顯差異。 最后，根據(jù)研究結(jié)果提出合理化建議：在旅游管理機(jī)構(gòu)方面，建設(shè)景區(qū)良好消費(fèi)環(huán)境，提升的旅游購(gòu)物體驗(yàn)；在旅游商品企業(yè)方面，規(guī)范銷(xiāo)售價(jià)格的一致性，以強(qiáng)化旅游商品的紀(jì)念價(jià)值和社交價(jià)值的促銷(xiāo)策略來(lái)降低價(jià)格敏感度，憑借打造良好商店形象增進(jìn)銷(xiāo)售信任，開(kāi)發(fā)具有地方特色化的旅游商品，擴(kuò)大旅游商品知名度。
[Abstract]:With the improvement of living standards, tourism has become an important way of leisure and entertainment. In recent years, the scale of self-service tourism market has been growing rapidly, but the tourist shopping market has been growing slowly. Tourism shopping plays an important role in the tourism industry and plays an important role in promoting the development of local tourism, society and economy. Although tourism shopping has developed in recent years, the proportion of tourism shopping in total tourism income still has a certain gap with developed countries, which not only indicates that there are problems in the development of tourism shopping in China, but also means that the market has a large expansion space. Self-help tourists travel, have certain shopping desire, but show doubt and hesitation when making purchase decision. In this process, the perceived risk of tourism shopping is an important factor affecting self-help tourists. When the perceived risk of self-help tourists exceeds their tolerable level, they give up buying behavior or delay buying behavior. At present, the study of tourism shopping by perceived risk mainly focuses on group tourists, but seldom on self-help tourists. Self-help tourists are different from group tourists. Self-help tourists do not have the influence of reference group tour guides and the interference of travel agencies, they are less stressed by the shopping behavior of strange tourist groups, and their independence and autonomy are stronger. Free choice is greater. Therefore, it is of great significance to explore the influencing factors of tourism shopping perceived risk for self-help tourists and to put forward targeted marketing suggestions to reduce the perceived risk of tourism shopping. Firstly, this paper systematically studies the literature of tourism shopping and perceived risk, on this basis, combing the influence factors of consumer perceived risk in traditional environment and network environment, and then synthetically referring to the current research results of tourism shopping perceived risk. From three aspects of individual factors, tourist commodity factors and store image, this paper constructs the framework of perceived risk factors of tourist shopping for self-help tourists, and puts forward the corresponding assumptions. Then, the research object and the questionnaire are determined, and the data collected are analyzed by item, reliability, validity, factor analysis and stepwise regression analysis. Finally, six factors affecting the perceived risk of self-help tourists' tourist shopping are obtained. The order of influence from big to small is: price level of tourist commodity, function image of shop, experience of shopping, local characteristic of tourist commodity, popularity of tourist commodity and emotional image of store. Among them, the image of store function, the image of store emotion, the popularity of tourist commodity, the local characteristic of tourist commodity, and the experience of tourist shopping have negative influence on perceived risk of tourism shopping. The level of tourism commodity price has a positive effect on perceived risk of tourism shopping. In addition, the impact of demographic characteristics of self-help tourists on perceived risk of tourism shopping was studied by independent sample T-test and single-factor ANOVA. The results show that there are significant differences in perceived risk of tourist shopping among self-help tourists of different ages. Finally, according to the results of the study, some reasonable suggestions are put forward: in the aspect of tourism management institutions, to build a good consumption environment in scenic spots, to enhance the tourism shopping experience, to standardize the consistency of sales prices in the aspect of tourism commodity enterprises, To strengthen the commemorative value of tourism commodities and social value to reduce the price sensitivity, by building a good store image to enhance sales trust, develop tourism products with local characteristics, expand the visibility of tourism commodities.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F592;F224

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