港澳與日本來臺觀光客購物決策之研究

Exploring Hong Kong and Japan Inbound Tourists' Shopping Decision Rules

林宗賢(Chun-Hsien Lin) ； 李安娜(An-Na Li) ； 周欣霓(Hsin-Ni Chou)

《運籌與管理學刊》 9卷2期 (2010/12) Pp. 11-23

https://doi.org/10.7047/JLM.201012.0011

摘要

國際觀光客有助於接待地區之經濟效益，本研究目的為瞭解港澳與日本來臺觀光客之旅遊購物特性及決策規則。經自填式問卷收集418份問卷，運用差異分析與約略集合分析法進行資料分析，分析結果顯示港澳及日本遊客於紀念品產品、產品屬性與商店屬性的多數購物決策屬性上呈現差異，且兩群體旅客之購物決策規則不同。上述結果說明不同來臺群體其購物行爲特性不同，即文化背景差異明顯影響遊客於旅遊中的購物行爲特徵，同時建議觀光旅遊經營業者可提供較有利的銷售環境來增進遊客購物消費。

關鍵字

約略集合 ； 國際旅客 ； 旅客購物 ； 購物決策

並列摘要

The purpose of this study is to expolre Hong Kong and Japan inbound tourists’ purchase charactistics and shopping decision. In this study the technique of questionnaire survey is administered to collect 418 samples. Using t-test and Rough set analysis method, we find that Hong Kong and Japan inbound tourists have different charactistics of purchase and shopping decision. The findings imply that tourists' culture background appear different shopping charactistics in tourism industry. This study suggests tourism service managers should provide a profitable selling environment for tourists.

並列關鍵字

Rough sets ； international tourists ； tourists' shopping ； purchase decision

參考文獻

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