养生旅游者定制产品购买意愿的影响因素

Influencing Factors of Wellness Tourists’ Purchase Intention of Customized Products

基于计划行为理论,从定制主体、定制客体、决策背景出发,构建养生旅游者定制产品购买意愿影响因素模型,并提出研究假设,探究影响养生旅游者定制产品购买意愿的因素及其作用方向和程度。结果表明:定制主体中行为态度、主观规范、感知行为控制均与养生旅游者定制产品购买意愿正相关;定制客体中定制界面与养生旅游者定制意愿显著相关,与定制模式不相关;决策背景中信息沟通、可自由支配收入均与养生旅游者定制意愿正相关。

Based on the theory of planned behavior,an influencing factors model of wellness tourists’ customized product purchasing intention was constructed from the perspectives of customization subject,customized object and decision-making background,and put forward a research hypothesis to explore the influencing factors and their directions and degrees.It was found that behavior attitudes,subjective norms and perceived behavior control of customization subjects are positively correlated with the purchase intention of customized products,the customization interface of customized objects is significantly correlated with the willingness to customize products,but not with the customization mode;information communication and disposable income in the decision-making background are positively correlated with the customization intention.