本文關(guān)鍵詞：基于廣義情境理論的游客購(gòu)物行為影響因素研究　出處：《浙江工商大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 情境理論 游客購(gòu)物行為 營(yíng)銷策略

【摘要】：在日益開放的社會(huì)和市場(chǎng)環(huán)境中,面對(duì)網(wǎng)絡(luò)購(gòu)物的強(qiáng)勁勢(shì)頭,中國(guó)消費(fèi)者行為在不斷發(fā)生變化。然而,目前的研究,針對(duì)互聯(lián)網(wǎng)對(duì)消費(fèi)者行為的變化并未足夠的關(guān)注。因此,本研究將Belk(1975)的情境理論界定為狹義情景理論,將Belk(1975)情境理論的拓展,即線上線下不同的情境,界定為廣義情境理論,希望通過(guò)研究不同情境(物質(zhì)環(huán)境、社會(huì)環(huán)境、購(gòu)物時(shí)機(jī)、購(gòu)物目的、先行狀態(tài)以及網(wǎng)購(gòu)經(jīng)歷)與游客購(gòu)物行為之間的關(guān)系,有助于探索旅游企業(yè)的營(yíng)銷決策依據(jù)、提升旅游目的地政府的管理水平以及旅游消費(fèi)者的體驗(yàn)滿意度。本文在前人的理論與實(shí)踐研究的基礎(chǔ)之上,采用文獻(xiàn)研究法、問(wèn)卷調(diào)查法以及統(tǒng)計(jì)分析法等,對(duì)廣義情境理論下游客購(gòu)物行為影響因素進(jìn)行了研究。論文主要分為六部分內(nèi)容:首先,在網(wǎng)絡(luò)發(fā)展迅猛以及中國(guó)消費(fèi)勢(shì)頭強(qiáng)勁的背景下提出本文的研究背景、研究目的等。第二,對(duì)有關(guān)旅游消費(fèi)、情境理論等文獻(xiàn)進(jìn)行綜述研究,界定了本研究的相關(guān)概念及理論。第三,通過(guò)總結(jié)之前的研究,從而構(gòu)建出本研究的研究模型等,同時(shí),設(shè)計(jì)問(wèn)卷、調(diào)整問(wèn)卷并收發(fā)調(diào)查問(wèn)卷。第四,基于廣義情境理論的游客購(gòu)物行為影響的實(shí)證分析:通過(guò)問(wèn)卷設(shè)計(jì)、數(shù)據(jù)收集、整理、分析,對(duì)情境因素和游客購(gòu)物行為之間的關(guān)系分別進(jìn)行因子分析、描述性分析以及相關(guān)性分析,對(duì)相關(guān)研究假設(shè)進(jìn)行驗(yàn)證。第五,通過(guò)研究假設(shè)檢驗(yàn)的結(jié)論,提出針對(duì)性的對(duì)策建議,并總結(jié)研究結(jié)論,以及提出在廣義情境理論的界定、研究樣本的選擇以及情境因素對(duì)游客購(gòu)物行為影響程度的衡量上還存在不足。本研究主要得出以下結(jié)論:通過(guò)對(duì)廣義情境理論的界定,構(gòu)建了廣義情境理論視角下游客購(gòu)物行為模型,該模型明確了不同情境因素和游客購(gòu)物行為之間的關(guān)系;通過(guò)假設(shè)檢驗(yàn),驗(yàn)證了廣義情境理論對(duì)游客購(gòu)物行為產(chǎn)生的影響;同時(shí),從物質(zhì)環(huán)境、社會(huì)環(huán)境、購(gòu)物時(shí)機(jī)、購(gòu)物目的、先行狀態(tài)以及網(wǎng)購(gòu)經(jīng)歷六個(gè)方面,進(jìn)一步具體分析哪些情境因素會(huì)對(duì)游客購(gòu)物行為產(chǎn)生影響以及影響程度;最后,根據(jù)上述分析結(jié)論,揭示在線上線下不同情境下,游客購(gòu)物行為新的變化特征及影響的主要因素,分析與梳理游客購(gòu)物行為新變化特征的政策含義,為旅游企業(yè)、旅游目的地政府在今后的管理中提供新的啟示及決策依據(jù)。
[Abstract]:In the increasingly open social and market environment, in the face of the strong momentum of online shopping, consumer behavior in China is constantly changing. However, the current research. Because of the fact that the Internet has not paid enough attention to the change of consumer behavior, this study defines the situation theory of Belkian 1975as the narrow situational theory. In this paper, the author defines the situation theory as the generalized situation theory, and hopes to study the different situation (material environment, social environment, shopping opportunity) through the study of different situations (physical environment, social environment, shopping opportunity). The relationship between shopping purpose, advance state and online shopping experience) and tourist shopping behavior is helpful to explore the marketing decision-making basis of tourism enterprises. On the basis of previous theoretical and practical research, this paper adopts literature research, questionnaire survey and statistical analysis, etc. The paper is divided into six parts: first of all, under the background of the rapid development of the network and the strong consumption momentum in China, the research background of this paper is put forward. The purpose of the study. Second, the tourism consumption, situation theory and other literature review research, define the relevant concepts and theories of this study. Third, through the summary of the previous research. At the same time, we design the questionnaire, adjust the questionnaire and send and receive the questionnaire. 4th, based on the generalized situation theory of tourists shopping behavior empirical analysis: through the questionnaire design. Data collection, collation, analysis, the relationship between situational factors and tourist shopping behavior, respectively, factor analysis, descriptive analysis and correlation analysis, to verify the relevant research hypotheses. 5th. Through the conclusion of hypothesis test, this paper puts forward some countermeasures and suggestions, summarizes the conclusions of the research, and puts forward the definition of the generalized situation theory. There are still deficiencies in the selection of samples and the measurement of the impact of situational factors on tourists' shopping behavior. The main conclusions of this study are as follows: through the definition of generalized situation theory. The model of tourist shopping behavior from the perspective of generalized situation theory is constructed, which clarifies the relationship between different situational factors and tourist shopping behavior. Through hypothesis test, the author verifies the influence of generalized situation theory on tourists' shopping behavior. At the same time, from the material environment, social environment, shopping opportunities, shopping purposes, the first state and online shopping experience in six aspects. To further analyze which situation factors will have an impact on tourist shopping behavior and the degree of influence; Finally, according to the above conclusions, it reveals the new characteristics and main factors of tourists' shopping behavior under different online and offline situations, and analyzes and combs the policy implications of the new changing characteristics of tourists' shopping behavior. For tourism enterprises, tourism destination government in the future to provide new inspiration and decision-making basis.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F592;F713.55

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