中国内地游客赴港旅游购物决策研究

发布时间：2018-04-05 11:24

  本文选题：旅游购物　切入点：购物决策　出处：《华侨大学》2016年硕士论文

【摘要】：近年来,中国内地游客出境旅游购物热情高涨,而与之形成鲜明对比的是中国内地游客在境内旅游活动的旅游购物力度非常薄弱,探究促使中国内地游客在境内外的购物热情形成巨大差异的主要原因,中国内地游客在境外的旅游购物决策过程中促使他们积极产生购物意向并作出购物决策的主要因素是这个问题的重点所在,为解决这一问题,本文对中国内地游客赴港旅游购物决策过程进行研究。本研究以香港为案例地,依据霍华德希斯模型,确定旅游购物决策过程中可能存在的影响因素,结合香港当地旅游购物环境,构建中国内地游客赴港旅游购物决策模型。首先,运用因子分析法、相关分析法,归纳出中国内地游客赴港旅游购物决策的影响因素及影响因素间的相关关系;其次运用聚类分析法,分析出不同的旅游购物决策类型;最后研究中国内地游客赴港旅游购物决策在不同的人口统计特征变量及其他旅游购物相关因素上的显著特点。主要得出以下结论:(1)本研究在霍华德希斯模型的基础上,利用因子分析法对中国内地游客赴港旅游购物决策的影响因素进行划分,共有八个公因子,分别是购物优惠因子、实事导向因子、人群导向因子、传统信息因子、现代信息渠道因子、商品外部特征因子、商品内部特征因子和购物体验因子。经过相关分析证明公因子间普遍存在显著相关关系。其中人群导向因子与购物体验因子的正相关关系最强烈,负相关关系中影响最为突出的是购物体验因子与商品内部特征因子。(2)本研究通过聚类分析方法以购物决策中公因子的影响程度为依据进行分类,得到四种购物决策类型: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)本研究通过独立独立样本T检验和单因素方差分析法研究发现,人口统计学变量和旅游购物相关变量都会使影响因素公因子存在显著差异,其中购物优惠因子的差异性在性别、年龄、月收入、旅游频率、旅游购物频率、旅游天数方面表现明显,商品外部特征因子的差异性会在旅游形式上表现明显,人群导向因子的差异性在学历方面表现明显,现代信息渠道因子在家庭生命周期方面表现明显。
[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.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592
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本文编号：1714555