| 浙江购物旅游消费行为模式实证研究 |
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| 引用本文： | 孙治,包亚芳.浙江购物旅游消费行为模式实证研究[J].昆明大学学报,2009,1(4):67-72. |
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| 作者姓名： | 孙治 包亚芳 |
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| 作者单位： | 浙江林学院旅游与健康学院,311300 |
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| 基金项目： | 浙江省社会科学界联合会基金资助项目 |
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| 摘 要： | 以消费者购买行为基本模式——“刺激一反应”模式作为研究的理论基础，运用因子分析法将影响旅游者购买行为的商品实质刺激因素归纳为“商品种类及购物环境”、“商家服务”、“商品价格与可信度”及“有形展示”四因子，回归分析表明四因子与旅游者对浙江购物地总体评价具有显著性的关联；独立样本T值检验和ANOVA检验同样表明浙江购物地游客的婚姻、学历及出游目的等个人因素对购物地的总体评价具有显著性的影响。
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| 关 键 词： | 购物旅游 消费者购买行为 模式 浙江 |
An empirical study on tourists' shopping behavior model in Zhejiang |
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| SUN Zhi,BAO Ya-fang.An empirical study on tourists' shopping behavior model in Zhejiang[J].Journal of Kunming University,2009,1(4):67-72. |
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| Authors: | SUN Zhi BAO Ya-fang |
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| Institution: | SUN Zhi, BAO Ya - fang |
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| Abstract: | Based on the basic consumer purchase＇s behavior model -- ＂Stimulus - Organism - Response＂, factor analysis is used to identify factors of product itself that affect tourists＇ purchase behavior in Zhejiang＇s shopping destinations, that is, ＂product types and shopping environment＂, ＂staff service quality＂, ＂product price and reliability＂ and ＂tangibles quality＂. Regression analysis indicates that those 4 factors are statistically significant to affect tourists＇ overall level of satisfaction towards shopping destinations in Zhejiang. Independent Sample T- test and Oneway ANOVVA show that tourists＇ marital status, education level and travel motivation appear to be statistically significant to affect tourists＇ overall level of satisfaction as well. |
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| Keywords: | tourist shopping consumer purchase behavior model Zhejiang |
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