旅游产品购买意愿形成机制的跨文化研究:自我概念视角

Cross-cultural study on the formation mechanism of tourism product purchase intention:from the perspective of the self-concept

文章通过对华裔(ethnic Chinese)、在华外国人(Foreigners in China)、国内旅游者三类拥有跨文化经历的人群进行自我概念的维度测量,采用因子分析、结构方程模型对数据进行处理,研究旅游产品价值特征与自我概念对购买意愿的影响作用。研究发现:当跨文化情境下,华侨华人和具有跨文化经历的国内旅游者独立自我概念已占主导地位,对个性化旅游产品的购买意愿显著增加,而在华外国人由于受到中国文化的影响,互依自我概念占主导,对大众认可的旅游产品购买意愿显著增加。随着国际化进程的加快和跨文化群体的扩大,自我概念的维度将更加的立体和多元化。

This article through ethnic Chinese, foreigners in China, domestic tourist class three have cross-cultural experience among dimension measurement of self concept, using factor analysis, structural equation model to process the data, study the effect of tourism products value feature and effect of self concept on purchase intention the. The study found:when cross-cultural contexts, overseas Chinese and cross-cultural experience of domestic tourists are independent self concept has occupied the dominant position, the personalized tourism product purchase intention is significantly increased, while the foreigners in China due to the impact of Chinese culture, interdependent self concept is dominant, the public recognition of tourism products to buy will significantly increase. With the accelerated process of internationalization and cross cultural groups to expand, the dimension of self-concept of stereoscopic and diversified.