涉入度对长沙市民森林游憩产品消费决策的影响研究
发布时间：2019-02-16 14:06
【摘要】：伴随着国民经济的快速发展,物质生活水平的不断提高,人们不再只是为了温饱而奋斗,开始追求更高的生活品质。交通工具的方便快捷,旅游逐渐成为现代生活中的一项重要活动。旅游交通、信息、食宿、森林游憩区、接待、娱乐等服务也稳步前进。这样的环境中,森林游憩业开始发展起来。森林游憩业作为一种新兴旅游产业,森林旅游在国际上己经是一种大众化的旅游形式,我国的森林旅游虽然起步较晚,但随着本地居民双休日郊游和体闲活动的增多,已日渐受到世人的关注和广大游客的欢迎,参与森林游憩活动已成为现代生活方式的一个重要特征。 消费决策是指消费者对产品信息进行比较和评选后产生消费或购买意愿,并在此基础上发生的实际购买或消费行为。森林游憩作为一种消费行为,涉入度会影响消费者的森林游憩产品消费决策。涉入度是多维度的,包括个人涉入和产品涉入等。 在本研究中,个人涉入即森林游憩对消费者而言所具有的在娱乐、情感、社交等方面的价值或重要性。产品涉入即感知风险,感知风险会影响消费者购买决策。据此,我们试做出如下假设：假设1：消费者的个人涉入假设。在森林游憩活动中,消费者的个人涉入度越高,其消费选择倾向越强,消费支出也越多。在森林游憩消费中,消费者所感知到的风险以及风险后果对其而言的重要性会对其森林游憩消费决策起着极大的影响作用。据此,我们提出如下假设：假设2：消费者的产品涉入假设。在森林游憩活动中,消费者的产品涉入度越高,其消费选择倾向越弱,消费支出也越少。 通过使用高级统计软件spss19.0对数据进行分析,运用因子分析将14个与涉入度相关的问题操作化为四个因子,分别是“情感重要性”、“社交重要性”、“风险可能性”和“风险重要性”。并建立以长沙市民森林游憩涉入度为自变量,长沙市民森林游憩产品消费决策行为(即是否去森林游憩和森林游憩产品消费支出)为因变量,同时通过控制长沙市民的性别、年龄、受教育程度、月收入、职业类型、家庭结构和过去一周平均每天闲暇时间,建立1ogic回归模型和线性回归模型,得出结论：长沙市民的森林游憩产品涉入度对其森林游憩产品消费决策行为(包括是否去森林游憩和森林游憩产品消费支出)具有不同程度的影响。其中,情感重要性和社交重要性对于是否去森林游憩和森林游憩产品消费支出均有显著影响；风险可能性仅对是否去森林游憩有较显著影响；而风险重要性对是否去森林游憩和森林游憩产品消费支出的影响均不显著。
[Abstract]:With the rapid development of national economy and the improvement of material living standard, people no longer struggle for food and clothing and begin to pursue higher quality of life. With the convenience of transportation, tourism has gradually become an important activity in modern life. Travel, transportation, information, accommodation, forest recreation areas, reception, entertainment and other services are also steady forward. In such an environment, the forest recreation industry began to develop. Forest recreation industry as a new tourism industry, forest tourism has been a popular form of tourism in the world. Although forest tourism in China started relatively late, but with the increase of local residents' weekend outing and leisure activities, It has been paid more and more attention by the world and welcomed by the tourists. Participation in forest recreation activities has become an important feature of modern life style. Consumer decision refers to the consumer's actual purchase or consumption behavior after comparing and selecting the product information and producing the consumption or purchase intention. Forest recreation, as a kind of consumption behavior, will affect the consumer's consumption decision of forest recreation product. Involvement is multidimensional, including personal involvement and product involvement. In this study, the value or importance of personal involvement, that is, forest recreation, to consumers in entertainment, emotion, social and so on. Product involvement is perceived risk, perceived risk will affect consumer purchase decisions. Accordingly, we try to make the following hypotheses: hypothesis 1: consumer's personal involvement hypothesis. In forest recreation activities, the higher the personal involvement of consumers, the stronger the tendency of consumption choice and the more consumption expenditure. In forest recreation consumption, the risk perceived by consumers and the importance of risk consequences will play a great role in the decision-making of forest recreation consumption. Accordingly, we propose the following hypotheses: hypothesis 2: consumer's product involvement hypothesis. In the forest recreation activities, the higher the product involvement, the weaker the consumer choice tendency and the less the consumption expenditure. By using the advanced statistical software spss19.0 to analyze the data, we use factor analysis to convert 14 questions related to involvement into four factors, which are "affective importance" and "social importance". Risk possibility and risk importance. The independent variable is the involvement degree of forest recreation in Changsha, and the decision behavior of forest recreation product consumption (that is, whether to go to forest recreation and the consumption expenditure of forest recreation product) is taken as dependent variable, and the gender of Changsha citizen is controlled at the same time. Age, education, monthly income, occupation type, family structure and average daily leisure time of the past week, 1ogic regression model and linear regression model were established. It is concluded that the involvement of forest recreation products in Changsha has a different degree of influence on the decision-making behavior of forest recreation products (including whether to go to the forest and whether to spend on forest recreation products). Among them, emotional importance and social importance have significant influence on the consumption expenditure of forest recreation and forest recreation products, and risk possibility only has a significant impact on whether to go to forest recreation or not. However, the importance of risk has no significant effect on the consumption expenditure of forest recreation and forest recreation products.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;F224
[Abstract]:With the rapid development of national economy and the improvement of material living standard, people no longer struggle for food and clothing and begin to pursue higher quality of life. With the convenience of transportation, tourism has gradually become an important activity in modern life. Travel, transportation, information, accommodation, forest recreation areas, reception, entertainment and other services are also steady forward. In such an environment, the forest recreation industry began to develop. Forest recreation industry as a new tourism industry, forest tourism has been a popular form of tourism in the world. Although forest tourism in China started relatively late, but with the increase of local residents' weekend outing and leisure activities, It has been paid more and more attention by the world and welcomed by the tourists. Participation in forest recreation activities has become an important feature of modern life style. Consumer decision refers to the consumer's actual purchase or consumption behavior after comparing and selecting the product information and producing the consumption or purchase intention. Forest recreation, as a kind of consumption behavior, will affect the consumer's consumption decision of forest recreation product. Involvement is multidimensional, including personal involvement and product involvement. In this study, the value or importance of personal involvement, that is, forest recreation, to consumers in entertainment, emotion, social and so on. Product involvement is perceived risk, perceived risk will affect consumer purchase decisions. Accordingly, we try to make the following hypotheses: hypothesis 1: consumer's personal involvement hypothesis. In forest recreation activities, the higher the personal involvement of consumers, the stronger the tendency of consumption choice and the more consumption expenditure. In forest recreation consumption, the risk perceived by consumers and the importance of risk consequences will play a great role in the decision-making of forest recreation consumption. Accordingly, we propose the following hypotheses: hypothesis 2: consumer's product involvement hypothesis. In the forest recreation activities, the higher the product involvement, the weaker the consumer choice tendency and the less the consumption expenditure. By using the advanced statistical software spss19.0 to analyze the data, we use factor analysis to convert 14 questions related to involvement into four factors, which are "affective importance" and "social importance". Risk possibility and risk importance. The independent variable is the involvement degree of forest recreation in Changsha, and the decision behavior of forest recreation product consumption (that is, whether to go to forest recreation and the consumption expenditure of forest recreation product) is taken as dependent variable, and the gender of Changsha citizen is controlled at the same time. Age, education, monthly income, occupation type, family structure and average daily leisure time of the past week, 1ogic regression model and linear regression model were established. It is concluded that the involvement of forest recreation products in Changsha has a different degree of influence on the decision-making behavior of forest recreation products (including whether to go to the forest and whether to spend on forest recreation products). Among them, emotional importance and social importance have significant influence on the consumption expenditure of forest recreation and forest recreation products, and risk possibility only has a significant impact on whether to go to forest recreation or not. However, the importance of risk has no significant effect on the consumption expenditure of forest recreation and forest recreation products.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;F224
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