消费者涉入对旅游商品购买意向的影响研究

发布时间：2018-03-08 04:34

本文选题：消费者涉入　切入点：旅游商品　出处：《中南大学》2014年硕士论文　论文类型：学位论文

【摘要】：摘要：旅游业发展迅速,旅游购物经济贡献突出,旅游法的实施对旅游购物提出了严格的规定,旅游购物市场有待规范,旅游购物场所如何突破困境、健康有序的发展已经成为关系企业生存的问题。因此,研究影响旅游者购物行为的重要因素对旅游购物市场健康发展和旅游企业制定符合旅游者需求的营销策略有重要的实践意义。本文从消费者涉入角度入手,从产品涉入和购买涉入两个方面分析了影响旅游者购买意向的重要因素,构建了旅游商品购买意向模型。在实证分析中,首先检验了量表的信度与效度,再利用结构方程模型进行分析,对研究假设和模型进行了验证,得出以下结论：(1)旅游者感知的商品地方特色以及象征性对旅游商品购买意向有显著的正向影响；(2)购物环境、保障措施和情境体验对旅游商品购买意向有显著的正向影响；(3)商品价格感知对旅游商品购买意向影响不显著。最后,本文在研究的基础上,对旅游购物场所以及相关旅游企业就旅游商品营销策略、人员管理以及购物场所经营提出了若干建议。
[Abstract]:Absrtact: with the rapid development of tourism, the outstanding economic contribution of tourism shopping, the implementation of tourism law has put forward strict regulations on tourism shopping, the tourist shopping market needs to be standardized, and how to break through the predicament of tourist shopping places. The healthy and orderly development has become a problem related to the survival of enterprises. It is of great practical significance to study the important factors influencing tourists' shopping behavior for the healthy development of tourist shopping market and for tourism enterprises to formulate marketing strategies that meet the needs of tourists. From the perspective of consumer involvement, this paper analyzes the important factors influencing tourists' purchase intention from two aspects of product involvement and purchase involvement, and constructs a model of tourist commodity purchase intention. First, the reliability and validity of the scale are tested, and then the structural equation model is used to analyze the research hypothesis and model. The following conclusions are drawn: (1) the perceived local characteristics of commodities and symbolism have a significant positive impact on the purchase intention of tourist commodities. Safeguard measures and situational experience have a significant positive impact on the purchase intention of tourism commodities. (3) the perception of commodity prices has no significant impact on the purchase intention of tourism commodities. Finally, on the basis of the research, this paper puts forward some suggestions on the marketing strategy, personnel management and shopping place management of tourist shopping places and related tourism enterprises.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F590.6;F713.55

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