国内游客旅游购物意愿影响因素实证分析

An Empirical Analysis of Influencing Factors of Domestic Tourists' Shopping Intention

通过对南昌市国内游客的问卷调查和访谈,借助Logistic和Probit回归模型,从购物主体——旅游者、购物客体——旅游商品、购物介体——旅游购物设施三维视角对影响国内游客购物意愿的因素进行实证分析,揭示游客旅游购物行为的决策机理。研究发现,影响游客购物意愿的主要因素有游客收入水平、旅游商品文化内涵、旅游商品质量和旅游购物环境;而旅游商品的价格及导游的解说与劝购对游客购物意愿有显著的负面影响。游客受教育程度、性别、旅游购物感知风险、旅游商品包装设计、之前旅游购物经历、旅游目的在Logistic模型和Probit模型的估计下都不是影响国内游客旅游购物意愿的显著因素。

By using the instrument of questionnaires and interviews, and the Logistic and Probit regression model, this paper took domestic tourists came to Nanchang city as research subjects and carried out an empirical study on the fac-tors affecting shopping intention from a three-dimensional perspective with the aim of revealing decision making mecha-nism of tourists＇ shopping behavior. The results showed that, the main factors affecting tourist＇s shopping intention in-clude tourists＇ income level, cultural connotation of tourism commodity, quality of tourism commodity and tourism shop-ping environment. The price of tourism commodity and tour guide＇s explanation and persuasion have a significant nega-tive impact on tourists shopping intention. Tourist education, gender, perceived risk of tourism shopping, packaging de-sign of tourism commodity, previous tourism shopping experience and tourism motivation are not significant factors af-fecting domestic tourists＇ shopping intention under the estimation of Logistic model and Probit model.