基于广义情境理论的游客购物行为影响因素研究

发布时间：2018-01-10 08:41

本文关键词：基于广义情境理论的游客购物行为影响因素研究　出处：《浙江工商大学》2017年硕士论文　论文类型：学位论文

【摘要】：在日益开放的社会和市场环境中,面对网络购物的强劲势头,中国消费者行为在不断发生变化。然而,目前的研究,针对互联网对消费者行为的变化并未足够的关注。因此,本研究将Belk(1975)的情境理论界定为狭义情景理论,将Belk(1975)情境理论的拓展,即线上线下不同的情境,界定为广义情境理论,希望通过研究不同情境(物质环境、社会环境、购物时机、购物目的、先行状态以及网购经历)与游客购物行为之间的关系,有助于探索旅游企业的营销决策依据、提升旅游目的地政府的管理水平以及旅游消费者的体验满意度。本文在前人的理论与实践研究的基础之上,采用文献研究法、问卷调查法以及统计分析法等,对广义情境理论下游客购物行为影响因素进行了研究。论文主要分为六部分内容:首先,在网络发展迅猛以及中国消费势头强劲的背景下提出本文的研究背景、研究目的等。第二,对有关旅游消费、情境理论等文献进行综述研究,界定了本研究的相关概念及理论。第三,通过总结之前的研究,从而构建出本研究的研究模型等,同时,设计问卷、调整问卷并收发调查问卷。第四,基于广义情境理论的游客购物行为影响的实证分析:通过问卷设计、数据收集、整理、分析,对情境因素和游客购物行为之间的关系分别进行因子分析、描述性分析以及相关性分析,对相关研究假设进行验证。第五,通过研究假设检验的结论,提出针对性的对策建议,并总结研究结论,以及提出在广义情境理论的界定、研究样本的选择以及情境因素对游客购物行为影响程度的衡量上还存在不足。本研究主要得出以下结论:通过对广义情境理论的界定,构建了广义情境理论视角下游客购物行为模型,该模型明确了不同情境因素和游客购物行为之间的关系;通过假设检验,验证了广义情境理论对游客购物行为产生的影响;同时,从物质环境、社会环境、购物时机、购物目的、先行状态以及网购经历六个方面,进一步具体分析哪些情境因素会对游客购物行为产生影响以及影响程度;最后,根据上述分析结论,揭示在线上线下不同情境下,游客购物行为新的变化特征及影响的主要因素,分析与梳理游客购物行为新变化特征的政策含义,为旅游企业、旅游目的地政府在今后的管理中提供新的启示及决策依据。
[Abstract]:In the increasingly open social and market environment, in the face of the strong momentum of online shopping, consumer behavior in China is constantly changing. However, the current research. Because of the fact that the Internet has not paid enough attention to the change of consumer behavior, this study defines the situation theory of Belkian 1975as the narrow situational theory. In this paper, the author defines the situation theory as the generalized situation theory, and hopes to study the different situation (material environment, social environment, shopping opportunity) through the study of different situations (physical environment, social environment, shopping opportunity). The relationship between shopping purpose, advance state and online shopping experience) and tourist shopping behavior is helpful to explore the marketing decision-making basis of tourism enterprises. On the basis of previous theoretical and practical research, this paper adopts literature research, questionnaire survey and statistical analysis, etc. The paper is divided into six parts: first of all, under the background of the rapid development of the network and the strong consumption momentum in China, the research background of this paper is put forward. The purpose of the study. Second, the tourism consumption, situation theory and other literature review research, define the relevant concepts and theories of this study. Third, through the summary of the previous research. At the same time, we design the questionnaire, adjust the questionnaire and send and receive the questionnaire. 4th, based on the generalized situation theory of tourists shopping behavior empirical analysis: through the questionnaire design. Data collection, collation, analysis, the relationship between situational factors and tourist shopping behavior, respectively, factor analysis, descriptive analysis and correlation analysis, to verify the relevant research hypotheses. 5th. Through the conclusion of hypothesis test, this paper puts forward some countermeasures and suggestions, summarizes the conclusions of the research, and puts forward the definition of the generalized situation theory. There are still deficiencies in the selection of samples and the measurement of the impact of situational factors on tourists' shopping behavior. The main conclusions of this study are as follows: through the definition of generalized situation theory. The model of tourist shopping behavior from the perspective of generalized situation theory is constructed, which clarifies the relationship between different situational factors and tourist shopping behavior. Through hypothesis test, the author verifies the influence of generalized situation theory on tourists' shopping behavior. At the same time, from the material environment, social environment, shopping opportunities, shopping purposes, the first state and online shopping experience in six aspects. To further analyze which situation factors will have an impact on tourist shopping behavior and the degree of influence; Finally, according to the above conclusions, it reveals the new characteristics and main factors of tourists' shopping behavior under different online and offline situations, and analyzes and combs the policy implications of the new changing characteristics of tourists' shopping behavior. For tourism enterprises, tourism destination government in the future to provide new inspiration and decision-making basis.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592;F713.55

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