大陸觀光客購買行為之研究－以旅遊購物店為例

The Study on Purchase Behavior of Mainland Tourists-Example on Tourism Shopping Store

林舜卿(Shun-Chin Lin) ； 蔡必焜(Bi-Kun Tsai) ； 陳欣榮(Hsin-Jung Chen) ； 陳駿豪(Chun-Hao Chen) ； 黃翠瑛(Tsui-Ying Huang)

《商業現代化學刊》 6卷2期 (2011/09) Pp. 195-212

https://doi.org/10.6132/JCM.2011.6.2.11

摘要

從政府正式開放陸客來台觀光至今為止，大陸觀光客已成為台灣第一大入境遊客。由過去文獻得知，大陸觀光客在購物的支出遠遠高於其他費用，成為重要的觀光外匯收入。如此龐大的商機，將吸引更多企業投資經營。因此，研究大陸觀光客的購買行為來制定購物店的行銷和管理策略，未來將成為重要議題。本研究主要探討大陸觀光客對台灣旅遊購物店的商店形象、產品屬性、購買意圖對購買行為之間關係。針對大陸觀光客發放300份問卷，有效問卷回收為259份，回收率為86%。本研究採用結構方程模型來進行實證分析。結果顯示：商店形象對購買意圖和購買行為有正向影響；產品屬性對購買意圖和購買行為有正向影響；購買意圖對購買行為有正向影響；商店形象與產品屬性有相關影響。

關鍵字

大陸觀光客 ； 旅遊購物店 ； 商店形象 ； 產品屬性 ； 購買行為

並列摘要

Mainland tourists have become the largest inbound tourists since the official opening of mainland tourists to visit Taiwan. In previous study of Mainland tourist's consumption patterns, we can find the shopping expenditure of Mainland tourists is much higher than other costs and become important tourism foreign exchange earnings. Such a huge business opportunity will attract more enterprises to invest in business. Therefore, the study on purchasing behavior of mainland tourists to develop marketing of shopping store and management strategy, will be an important issue in the future. The study aims to investigate the relationships among store image, product attributes, purchase intention and purchase behavior for Mainland tourists in Taiwan's Tourism shopping store. Issued a total of 300 samples in Mainland tourists are recovered a 259 valid questionnaires with 86% recovery rate. The study uses the structure equation modeling to conduct empirical analysis. Empirical results show that: store image will positive affect purchase intention and purchase behavior, product attributes will positive affect purchase intention and purchase behavior, purchase intention will positive affect purchase behavior, there is an interact relationship between store image and product attributes.

並列關鍵字

Mainland tourists ； Tourism shopping store ； Store image ； Product attributes ； Purchase behavior