旅游购物者分类研究_以黄山市国内旅游者为例

:2009-09-11;:2010-03-19:(2005sk069):(1984-),,,,,Emai:[e-mail]:,Emai:[e-mail]王蕊1,2,苏勤2(1.,321017;2.,241003):,,,,,3,:;;;:F59:A:1000-0690(2010)02-0313-07,,[1~7],[8~12],[13~17],[18~24],,,,,,[25],,,,,[26~37],,Littrell,1990,Littrell,,,,5[26],Littrell,,,4[27]2000,2004,Littrell,,/,3[28]Littrell,JosiamAndersonCarmichaelGeuensHuTimothy,[29~35],菻以情境满意度因素对旅游,4,[22],,302201004SCIENTIAGEOGRAPHICASINICAVol.30No.2Apr.,2010,,,,,11.1,145Zaichkowsky1994[38],JosiamRPII[31],74,,,!!!10(1)Cronbach∀s0.946,0.95,1Table1Shoppinginvolvementscale,:1234567200899~12,,,400,248,59.5%Cronbach∀sAlpha0.863,Alpha0.817~0.946,Nunnally0.70,1.2SPSS13.014,10,1~2.99,3~4.99,5~7,33,,22.114KMO,KMO0.841,0.7,0.000,,,,1,144,!0.4,,,,13KMOKMO0.837,0.000,,133,!!!357.280%,0.60.817,(2),!!314302Table2Factoranalysisresultsoftourismshopper∀spreferenceforcommodityattribute1:3.04425.4140.8044.1590.7870.7620.7620.6920.6362:2.36118.1620.6923.9200.7580.6890.7860.6520.6213:1.78113.7030.6803.8000.7180.6810.67557.2800.817!;;,!!!Bo[34]Littrell,,[39]Littrell,,[27],,!!!2.2[40],,,,,,1,1~2.99,3~4.99,5~7,33,47,19.0%,,;113,45.6%,,,;88,35.5%,,3Table3Tourismshopperinvolvementlevel(1~2.99)(3~4.99)(5~7.00)()(%)4718.9511345.578835.48:Cronbach∀s0.9462.3,,!!!!4,3152:,,3~5,33(4)4,3II,131,52.6%,III,62(25%),I,55,22.4%40.001,!0.01,34,!:I!!IIIII4Table4Clusteranalysisoftourismshoppersegments#55(22.4%)∃131(52.6%)III62(25%)FSig.36.1790.000***3.884.184.637.2300.001**3.474.454.6625.1730.000***3.654.204.7416.9170.000***3.473.854.398.9180.000***3.534.334.1816.3880.000***8.5330.000***4.063.803.791.0180.3643.973.854.050.8230.4414.093.493.684.4930.013*4.244.194.130.1470.8633.854.093.791.7800.17219.3830.000***2.913.703.088.3420.000***3.683.963.951.2970.2773.034.434.5359.2810.000***3.43825.19883.060568.1990.000***7.5%92.5%00.1630.68823.9%43.7%32.4%3.4620.037*44.8%055.2%0.4750.497:(*p0.05,**p0.01,***p0.001),,,,IIII,3,7.5%,45%,II!III!,!I,IIII,!!III,,!III,,,,,,,92.5%,43.7%,III!II,31630,III!,,!,,,,32.4%,55%,2.4,,,55,3(p=0.015),,Bo[34]IIII,II!2,,Bo,,3,,3,33,:(1),,,,,,,,,,,5()Table5Profilingthedifferenttourismshoppers(individuals)I55II131III62334434228728x2=8.338df=2p=0.01520214321~4034773441~6015342261463x2=3.301df=6p=0.770442213919414146145585531105116x2=9.145df=12p=0.690100083181000~20001320102000~30001938263000~4000410104000~5000417350006174x2=8.181df=10p=0.6111320101149202852283104x2=3.876df=6p=0.693215118348044x2=1.152df=2p=0.562(2)3,,45%~50%;,35%;,20%~25%(3),3,!!!,,,3172:,,,,,,,,(4)3!,,,:[1].,[J].,1999,19(6):123~126.[2],.[J].,2000,16(3):79~81.[3].[J].,2000,(12):118~121.[4].[J].,2002,22(3):379~384.[5].[J].,2004,(1):91~100.[6].,[J].,2004,18(3):44~46.[7],.[J].(),2005,(2):37~42.[8].[J].,2004,(1):52~53.[9].[J].,2004,19(1):32~36.[10].[J].,2004,19(1):27~31.[11].[J].,2005,(1):92~96.[12],.[J].,2007,23(105):96~100.[13],.[J].,2001,(5):8~11.[14].[J].,2002,18(3):83~85.[15].[J].,2003,(1):65~67.[16],,.[J].,2006,(8):72~73.[17].[J].,2007,26(5):93~95.[18].[J].,2005,20(5):70~75.[19],.[J].,2005,20(4):51~55.[20].![J].,2007,(2):67~68.[21],.[J].,2007,22(11):52~57.[22]菻,周强,赵宁曦.情景满意度对旅游者购物行为的影[J].,2008,(1):192~194.[23],菻,赵宁曦.不同目的旅游者购物行为差异研[J].(),2008,23(1):111~114.[24],,.[J].,2009,24(2):41~45.[25],.[J].,2008,(5):36-42.[26]LittrellMA.Symbolicsignificanceoftextilecraftsfortourists[J].AnnalsofTourismResearch,1990,17(2):228-245.[27]LittrellMA,BaizermanS,GahringS.SouvenirsandTourismStyles[J].JournalofTravelResearch,1994,33(3):3-11.[28]LittrellMA,RosalindCP.Seniortravellers:Tourismactivitiesandshoppingbehaviours[J].JournalofVacationMarketing,2004,10(4):348-362.[29]AndersonLF,LittrellMA.Souvenirpurchasebehaviorofwomentourists[J].AnnalsofTourismResearch,1995,22(2):328-348.[30]AndersonLF,LittrellMA.Groupprofilesofwomenastouristsandpurchasersofsouvenirs[J].FamilyandConsumerSciencesResearch,1996,25(1):28-56.[31]JosiamBM,KinleyRT,KimYK.Involvementandthetouristshopper:UsingtheinvolvementconstructtosegmenttheAmericantouristshopperatthemall[J].JournalofVacationMarketing,2004,11(2):135-154.[32]BarbaraAC,SmithWW.Canadiandomestictravelbehaviour:Amarketsegmentationstudyofruralshoppers[J].JournalofVacationMarketing,2004,10(4):333-347.[33]GeuensM,VantommeD.Developingatypologyofairportshoppers[J].TourismManagement,2004,25(5):615-622.[34]BoH,HongY.Segmentationbycraftselectioncriteriaandshoppinginvolvement[J].TourismManagement,2007,28(5):1079-1092.[35]DallenJT.Cross-bordershopping:aNorthAmericanper31830spective[J].AnnalsofTourismResearch,1995,22(1):16-34.[36]MoscardoG.Shoppingasadestinationattraction:Anempiricalexaminationoftheroleofshoppingintourist∀sdestinationchoiceandexperience[J].JournalofVacationMarketing,2004,10(4):294-307.[37]HongYu,LittrellMA.ProductandProcessOrientationstoTourismShopping[J].JournalofTravelResearch,2003,42(2):140-150.[38]ZaichkowskyJL.Thepersonalinvolvementinventory:reduction,revision,andapplicationtoadvertisingJ].JournalofAdvertising,1994,23(4):60-70.[39]LittrellMA,LuellaFA.Whatmakesacraftsouvenirauthentic?[J].AnnalsofTourismResearch,1993,20(1):197-215.[40]ZaichkowskyJL.MeasuringtheInvolvementCon