自助旅游者旅游购物感知风险影响因素研究

发布时间：2018-08-12 20:47

【摘要】：随着生活水平的提高，旅游成为人们重要的休闲娱乐方式。近年来，自助旅游市场规模持续快速增长，与之相比，旅游购物市场却增长缓慢。旅游购物在旅游产业中占据重要地位，对促进当地旅游、社会和经济的发展具有重要意义。尽管近年来旅游购物有所发展，但旅游购物占旅游总收入的比重仍与发达国家存在一定差距，这既表明我国旅游购物发展存在问题，也意味着该市场的拓展空间较大。自助旅游者外出旅游，有一定的购物欲望，但在做出购买决策时表现出疑虑和犹豫。在此过程中，旅游购物感知风险就是影响自助旅游者的重要因素。当自助旅游者的感知风险超过了其可以容忍的程度时，就会放弃购买行为或者延迟购买行为。目前利用感知风险研究旅游购物主要以跟团旅游者为研究对象，很少涉及自助旅游者。自助旅游者不同于跟团旅游者，自助旅游者无参照群体导游的影响和旅行社的干扰，受到陌生旅游团体购物行为带来的从众压力较小；他们的独立性和自主性较强，自主选择权更大。因此，探索自助旅游者旅游购物感知风险的影响因素，为降低旅游购物感知风险提出针对性的营销建议具有重要意义。本文首先对旅游购物和感知风险的文献进行系统研究，在此基础上，梳理传统环境及网络环境下消费者感知风险的影响因素，再综合参考目前旅游购物感知风险的研究成果，从个体因素、旅游商品因素、商店形象三个方面出发，构建了自助旅游者旅游购物感知风险影响因素框架，并提出相应假设。随后，确定研究对象和问卷发放对象，对收集的数据进行项目分析、信度分析、效度分析、因子分析、逐步回归分析，最终得出六个影响自助旅游者旅游购物感知风险的因子，影响作用从大到小依次是：旅游商品价格水平、商店功能形象、旅游购物经验、旅游商品地方特色化、旅游商品知名度、商店情感形象。其中，商店功能形象、商店情感形象、旅游商品知名度、旅游商品地方特色化、旅游购物经验对旅游购物感知风险存在负向影响作用，旅游商品价格水平对旅游购物感知风险存在正向影响作用。此外，通过独立样本T检验和单因素方差分析研究了自助旅游者人口统计特征对旅游购物感知风险的影响，结果显示不同年龄层次的自助旅游者的旅游购物感知风险存在明显差异。最后，根据研究结果提出合理化建议：在旅游管理机构方面，建设景区良好消费环境，提升的旅游购物体验；在旅游商品企业方面，规范销售价格的一致性，以强化旅游商品的纪念价值和社交价值的促销策略来降低价格敏感度，凭借打造良好商店形象增进销售信任，开发具有地方特色化的旅游商品，扩大旅游商品知名度。
[Abstract]:With the improvement of living standards, tourism has become an important way of leisure and entertainment. In recent years, the scale of self-service tourism market has been growing rapidly, but the tourist shopping market has been growing slowly. Tourism shopping plays an important role in the tourism industry and plays an important role in promoting the development of local tourism, society and economy. Although tourism shopping has developed in recent years, the proportion of tourism shopping in total tourism income still has a certain gap with developed countries, which not only indicates that there are problems in the development of tourism shopping in China, but also means that the market has a large expansion space. Self-help tourists travel, have certain shopping desire, but show doubt and hesitation when making purchase decision. In this process, the perceived risk of tourism shopping is an important factor affecting self-help tourists. When the perceived risk of self-help tourists exceeds their tolerable level, they give up buying behavior or delay buying behavior. At present, the study of tourism shopping by perceived risk mainly focuses on group tourists, but seldom on self-help tourists. Self-help tourists are different from group tourists. Self-help tourists do not have the influence of reference group tour guides and the interference of travel agencies, they are less stressed by the shopping behavior of strange tourist groups, and their independence and autonomy are stronger. Free choice is greater. Therefore, it is of great significance to explore the influencing factors of tourism shopping perceived risk for self-help tourists and to put forward targeted marketing suggestions to reduce the perceived risk of tourism shopping. Firstly, this paper systematically studies the literature of tourism shopping and perceived risk, on this basis, combing the influence factors of consumer perceived risk in traditional environment and network environment, and then synthetically referring to the current research results of tourism shopping perceived risk. From three aspects of individual factors, tourist commodity factors and store image, this paper constructs the framework of perceived risk factors of tourist shopping for self-help tourists, and puts forward the corresponding assumptions. Then, the research object and the questionnaire are determined, and the data collected are analyzed by item, reliability, validity, factor analysis and stepwise regression analysis. Finally, six factors affecting the perceived risk of self-help tourists' tourist shopping are obtained. The order of influence from big to small is: price level of tourist commodity, function image of shop, experience of shopping, local characteristic of tourist commodity, popularity of tourist commodity and emotional image of store. Among them, the image of store function, the image of store emotion, the popularity of tourist commodity, the local characteristic of tourist commodity, and the experience of tourist shopping have negative influence on perceived risk of tourism shopping. The level of tourism commodity price has a positive effect on perceived risk of tourism shopping. In addition, the impact of demographic characteristics of self-help tourists on perceived risk of tourism shopping was studied by independent sample T-test and single-factor ANOVA. The results show that there are significant differences in perceived risk of tourist shopping among self-help tourists of different ages. Finally, according to the results of the study, some reasonable suggestions are put forward: in the aspect of tourism management institutions, to build a good consumption environment in scenic spots, to enhance the tourism shopping experience, to standardize the consistency of sales prices in the aspect of tourism commodity enterprises, To strengthen the commemorative value of tourism commodities and social value to reduce the price sensitivity, by building a good store image to enhance sales trust, develop tourism products with local characteristics, expand the visibility of tourism commodities.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F224

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