The Study On Perceived Risk Of Tourism Shopping

Tourism shopping plays a very important role in the tourism activities. The perceived risk has a important effect on tourists'shopping behavior. Study of perceived risk, can enrich research,and has an great significance to torism market. This empirical research based on recent home and broad studies,using questionnaire,at Urumqi International Bazaar,draw the following conclusions through descriptive statistical analysis, factor analysis, variance analysis, cluster analysis and regression analysis.1.The perceived tourism shopping risk posed by five dimensions,namely,security risk,service risk,identify risk,external risk and commodity derivative risk.Where the greatest impact on the overall perceived risk is the risk of commodity derivatives, followed by the service risk.2.Tourism shoppers can be divided into risk-sensitive tourist,risk-neutral tourist and risk-slow tourist.Their characteristics are risk-sensitive tourist,older,lower income, less shopping experience;risk-neutral tourist,more male,more education,higher income,expect to spend less; risk-slow tourist,more shopping experience,more students and staff of enterprises and institutions,is expected to cost higher.3. there are great differences in tourism shopping information (including travel shopping experience,understanding of Xinjiang tourism goods and travel shopping budget).4.The perceived tourism shopping risk has significant regression relationship to purchase intention.Between purchase intention and commodity derivatives risk, services risk and security risk,there are great negative correlation,in which, commodity derivatives risk is the greatest, followed by services risk.There is positive relationship between identity risk and purchase intention.