旅游纪念品:买还是不买?——基于矛盾态度理论的消费者购买意愿研究

Souvenirs:To Buy or Not to Buy? A Study on Consumers’ Purchase Intention Based on the Theory of Ambivalent Attitude

旅游纪念品一直是传播旅游地历史文化的重要载体,但消费者购买旅游纪念品时为何会出现犹豫不决的决策行为?文章基于矛盾态度理论,采用2(旅游纪念品的原真性:高vs.低)×2(旅游纪念品的审美性:高vs.低)×2(旅游纪念品的功能性:高vs.低)组间情境实验设计,从产品视角探讨不同旅游纪念品属性对消费者矛盾态度和购买意愿的影响,并考察消费者矛盾态度在旅游纪念品属性与购买意愿之间可能存在的中介作用。结果发现:(1)旅游纪念品的原真性越高,消费者矛盾态度越低,购买意愿越强烈;旅游纪念品的审美性越高,消费者矛盾态度越低,购买意愿越强烈;但旅游纪念品的功能性对消费者矛盾态度和购买意愿没有显著差异。(2)无论旅游纪念品审美性高或低,高原真性都可以提升消费者购买意愿。且无论旅游纪念品功能性高或低,高原真性或审美性都可以有效改变消费者矛盾态度,进一步提升消费者购买意愿。(3)消费者矛盾态度在旅游纪念品的原真性和审美性对购买意愿的影响中起中介作用。文章为进一步了解消费者对旅游纪念品矛盾态度的形成提供了理论依据,也为旅游地营销组织有效鉴别消费者及设计与开发旅游纪念品提供了实践指导。

Souvenirs have always been an important communicator to spread the history and culture of tourist destinations,but why do consumers hesitate to make decisions when purchasing?Based on the theory of ambivalent attitude,this study adopted an inter-group experiment design of 2(authenticity of souvenirs:high vs.low)×2(aesthetic of souvenirs:high vs.low)×2(functionality of souvenirs:high vs.low) to explore the effects of different souvenir attributes on consumers’ ambivalent attitude and purchase intention from the perspective of products,and to investigate the possible mediating effect of ambivalent attitude between souvenir attributes and purchase intention.The results show that:(1) the higher the authenticity of souvenirs,the lower the ambivalent attitude and the stronger the purchase intention;The higher the aesthetic of souvenirs,the lower the ambivalent attitude and the stronger the purchase intention.However,the functionality of souvenirs has no significant difference on consumers’ ambivalent attitude and purchase intention.(2) No matter whether the aesthetic of souvenirs is high or low,the authenticity can improve the purchase intention of consumers.Moreover,regardless of the classes of the functionality of souvenirs,the authenticity or aesthetics can effectively change consumers’ ambivalent attitude and further improve consumers’ purchase intention.(3) Consumers’ ambivalent attitude plays a mediating role in the effect of authenticity and aesthetics of souvenirs on purchase intention.This study provided a theoretical basis for further understanding the formation of consumers’ ambivalent attitude towards souvenirs,and also provided a practical guidance for tourism destination marketing organizations to effectively identify consumers and improve the design of souvenirs.