基于TPB修正模型的中国游客境外旅游购物消费行为研究

发布时间：2018-01-16 22:14

本文关键词：基于TPB修正模型的中国游客境外旅游购物消费行为研究　出处：《云南财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：近几年来,随着中国出境旅游市场的不断扩大,中国游客境外旅游购物现象是愈演愈烈。世界各大旅游地购物中心拥挤的人群中总是不缺乏华人这个庞大的购物群体,中国游客境外旅游期间购物消费能力也一直为各大商家和媒体津津乐道。然而与游客境外旅游购物现象异常火爆相背离的是,对于游客旅游期间购物行为的研究却极为匮乏。究竟是什么原因促使了中国游客在境外各旅游购物场所“一掷千金”的阔绰行为?又是什么原因让一贯秉持“勤俭节约”美德的中国公民在踏上旅途后就变得如此慷慨大方?这又揭示了游客怎样的消费行为规律?在此背景下,研究中国游客境外旅游期间购物行为规律具有重要的理论意义和实践意义。计划行为理论作为预测消费者行为意向方面使用最普遍、最具有影响力的研究工具已被各国学者广泛应用于各大行为领域中。旅游购物行为领域也不例外,国外学者对游客旅游购物行为的研究大多数以计划行为理论为基础,并建立了相应的理论框架。但也有学者提出计划行为理论是在美国产生和发展起来的,因此在被用来研究他国文化背景下的消费者行为意向时并不能很好的解释,且不同文化背景下的社会规范因素也会有所不同。因此提出用反映中国情景特征的面子意识和群体一致意识两个变量替代主观规范变量,研究结论显示修正后的模型数据拟合度比原有模型高。因此,本研究继续沿用前人提出的中国情景下的修正模型,并在此基础上引入人情变量及境外商品品质感知变量对此模型进行扩展,构建中国游客境外旅游购物行为意向概念模型。根据研究目的和研究内容设计和编制调查问卷,并利用SPSS数据分析软件对回收数据进行信效度检验,用AMOS对整体模型的外部建构进行验证性因子分析、模型适配度检验、路径分析和假设检验。得出结论如下:(1)态度、感知行为控制、群体一致和境外商品品质感知变量对中国游客境外旅游期间购物行为意向均有显著的正向作用。而面子意识和人情变量对游客旅游期间购物行为意向的影响作用并不显著。(2)中国游客境外旅游期间购物行为意向对游客的实际购买行为有显著的正向作用。最后,基于本文的实证研究结果,分别为境外旅游目的地的相关企业了解中国消费者的消费行为、理解和发掘中国消费者内隐的消费心理提供了一个全新的视角。并对旅游地相关企业的营销管理者制定恰当的营销策略提供了参考借鉴。
[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.

【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F592

【参考文献】