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1、 .旅游购物中的冲动购买行为与体验营销研究Impulse Buying of Tourists: Behavior, Experience Marketing and Effect of Post-Purchase作者 志飞； 导师 田志龙作者基本信息 华中科技大学， 企业管理， 2007， 博士摘要 在旅游业发展越来越快的今天,越来越多的城镇的零售业将依赖旅游者的异地购买,而不仅仅是当地居民的同城购买。因此,越来越多的商家把目光投向前来购物的旅游者,希望通过有效的营销刺激来激发旅游者的冲动购买。然而文献中对冲动购买行为的研究大量是集中在对同城购买(常居地购买)的实证上,尚未发现以异地购买(非
2、常居地购买)为实证对象的研究。显然这是两个不同的环境,消费者的购买行为是否会发生变化呢?原有的理论模型是否能够全面解释?基于此,论文提出了如下四个问题:(1)异地性会对冲动购买行为产生什么样的影响?(2)作为商家关注的营销方式,不同的体验营销活动所导致的冲动购买行为是否存在差异?哪一种效果更好?为什么?(3)为什么旅游者的冲动购买意愿和行为之间存在明显差异?除了已知的限制因素以外,还有没有其它的关键因素?(4)怎样对冲动购买行为进行购后评价?冲动购买一定导致购后后悔吗?为了回答上述四个问题,论文从实证主义的思想出发,综合运用消费者行为学、心理学、经济学、哲学等学科知识,采用问卷调查、访谈和容分
3、析的研究方法,以旅游者和旅游购物为实证研究对象,在Dholakia冲动购买行为模型的基础上,增加了异地性前因变量和信任调节变量,研究了不同体验营销活动的冲动购买行为差异,并以情感反应为中介变量进行解释,最后引入购后满意和购后后悔两个结果变量对冲动购买行为进行购后评价。对于第一个问题,论文在Dholakia冲动购买行为模型的基础上,增加了异地性变量,在文献研究的基础上,通过访谈和容分析构建了异地性变量的四个测量维度:文化差异、时间压力、重购成本、购买压力。然后构建了异地性变量和冲动购买行为关系的结构方程模型并对模型假设进行了检验。结果表明:旅游者感知的文化差异、重购成本和购买压力与其冲动购买意愿
4、和行为呈显著的正相关关系;其中购买压力的影响最大,文化差异的影响次之,重购成本的影响相对最小。对于第二个问题,论文在B.Joseph Pine和James H.Gilmore(2002)的体验维度划分基础上,采用访谈和容分析的方法把旅游购物中的体验营销活动分成了三种:顾客参与,顾客学习和顾客娱乐。然后在控制了人口统计变量的基础上,以体验营销活动分组探讨了三种不同体验营销活动下的冲动购买行为差异,并以情感反应为中介变量进行了解释。结果表明:在激发消费者冲动购买行为方面,顾客参与的效果最好,其次是顾客学习,再次是顾客娱乐;顾客参与会导致更多的快乐的情感反应,而快乐的情感反应对冲动购买意愿的影响最为
5、显著;顾客学习会导致更多的支配的情感反应,而支配的情感反应对冲动购买意愿的影响较为显著。对于第三个问题,论文在Dholakia冲动购买行为模型的基础上增加了信任作为影响消费者冲动购买行为发生的一个调节变量。论文采用访谈和容分析的方法把消费者对旅游购物的信任感知划分为三个维度:质量信任、价格信任和服务承诺信任,探讨了旅游者在旅游购物过程中的信任感知与其对冲动购买行为的影响。结果表明:旅游者对旅游购物的总体信任程度偏低,而信任能显著的影响冲动购买行为和冲动购买量;在旅游购物信任的三个维度中,旅游者对商品质量的信任感知相对最高,对服务承诺的信任感知较低,对商品价格的信任感知最低;在对服务承诺的信任感
6、知中,旅游者对发票的信任感知最高,其次是保修、现场鉴定和质保书,这三者在信任感知上并无显著差异,口头推介的信任感知最低。对于第四个问题,论文引入购后满意和购后后悔两个变量对冲动购买行为进行购后评价。论文在前人研究的基础上,采用访谈和容分析的方法在13个旅游购物满意度指标中提炼出了9个主要指标,分别为价格、商品质量、地方特色、实用性、能勾起旅行回忆、服务态度、购物体验、值得收藏、值得送人。然后运用期望差异理论分析了旅游购物中冲动购买的购后满意。同时采用Youn(2000)的购后后悔量表,验证了冲动购买行为与购后后悔之间的关系。结果表明:总体上旅游者对旅游购物的感知实绩低于预期,旅游者普遍会产生“
7、没有想象中的好”的感觉;商品质量的感知实绩与期望的差异最大,价格的均值差异最小;能勾起旅行回忆的感知实绩最高,与期望差异较小;冲动购买行为会导致购后后悔,且买的越多越后悔,男性和女性在购后后悔上存在显著差异,女性比男性有更多的购后后悔。最后对全文容与研究结论和创新之处进行了总结,并提出论文的局限和未来研究的方向。更多还原Abstract With the accelerative development of Chinas tourism industry, the success and the survival of many retailers depend more on touris
8、t shopping than local shopping. Consequently, retailers attach more importance to tourist shopping and are prepared to encourage impulse buying through effective marketing stimulus. But a large mount of research about impulse buying centers in the resident buying, empirical research about nonresiden
9、t buying not found. Obviously these are two different environments, will customer purchase behavior change? Can the already existing theory models explain these changes? Because of these, this paper puts forward the following four questions. First, whats the impact of nonresident characteristic on i
10、mpulse buying? Second, as the method of retailers concerned, are there any differences among the impulse buying behaviors induced by different experience activities? Which kind of experience activity is better? Why? Third, why are there obvious differences between impulse buying intention and behavi
11、or? Besides known limiting factors, are there other key factors? Fourth, how should we carry out the post-purchase evaluation of impulse buying? Does impulse buying definitely cause remorse?In order to answer the above four questions, this paper proceeding from the empiricism, using the knowledge fr
12、om consumer behavior, psychology, economics and philosophy, adopting the methodology of questionnaire survey, interview and content analysis, taking tourists and tourism shopping as the sample, based on the Dholakias impulse buying behavior model, adds nonresident, an independent variable and trust,
13、 a moderate variable into the model, studies the differences of impulse buying behaviors in different experience activities and explains them by assessing the role of emotions as mediators, finally makes the post-purchase evaluation of impulse buying behavior by introducing two dependent variables i
14、.e. post-purchase satisfaction and post-purchase regret.For the first question, this paper adds nonresident variable to the Dholakias impulse buying model, constructs four measurement dimensions including culture diversity, time pressure, repurchase cost, and purchase pressure via interview and cont
15、ent analysis, and then founds structural equation modeling of the relationship between nonresident variable and impulse buying behavior and tests the model hypotheses. The results show that perceived culture diversity, repurchase cost and purchase pressure have significantly positive correlation wit
16、h impulse buying intention and behavior, among which the effect of purchase pressure is largest and then culture diversity, which of repurchase cost is comparative least.As to the second question, based on the experience dimension brought up by B.Joseph Pine and James H.Gilmore (2002), this paper divides experience activities in tourism shopping into three kinds: customer participation, customer learning, customer entertainment by interv
