Research On Factors Of Perceived Tourism Shopping Risk

Tourism shopping plays an important role in the tourism activities. It has significant economic and social effects. In China, the proportion of tourism shopping revenues accounts for the total tourism revenue is far below the-world average which not only shows that there are some problems on tourism shopping in our country, but also shows that our tourism economy still has great space. Tourists have a strong shopping desire, but they still show hesitation and delay when they make decision of buying. There is an important factor in constraining the tourists'willingness to buy, which is the perceived tourism shopping risk. It is great significance to explore the factors impact the perceived tourism shopping risk of tourists and propose countermeasures to lower the risks perceived by the tourists.Through the literature search related to perceived tourism shopping risks, the paper discovers the research concerning perceived tourism shopping risks is lacking. Therefore, the paper makes a preliminary study on the factor impacting the perceived tourism shopping risk of tourists.The paper firstly introduces the theory and current status of tourism shopping and perceived risk. Secondly, the paper designs the factors framework on impacting the perceived tourism shopping risk of tourists, then designs questionnaires and put forward the hypothesis. Thirdly, the paper uses the SPSS statistics software to analyze the collected data including item analysis, reliability analysis, validity analysis, factor analysis and mean analysis. Finally the paper extracted six factors impacting the perceived tourism shopping risk of tourists: tourism product attribute factor, tourism shop factor, after-sales service factor, tourism shopping experience factor, refer to groups factor, commodity's cost performance factor. The paper gets the conclusion that commodity's cost performance factor has the greatest impact on the perceived tourism shopping risk of tourists through the correlation analysis. The following hypotheses are supported:the number of tourism shopping, tourism shopping experience in the past, personal trust tendency, quality of tourism commodity, information display, local features, visibility, scale of tourism shops, professional level of store clerk and after-sales service system have negative impact on the perceived tourism shopping risk of tourists. The tourism commodity recommended more by tour guides, the perceived tourism shopping risk of tourists are higher; More tourists buy tourism commodity in the same tour, the perceived tourism shopping risk of tourists are lower; At the same time, the relationship between the perceived risk and purchase intention, the perceived risk and publicity will are verified:the perceived tourism shopping risk of tourists has negative impact on purchase intention and publicity will.In order to further explore the distinctions among different tourists' perceived shopping risks, the paper used independent sample T test and one-way ANOVA analysis to study the distinctions to tourists'perceived shopping risks among different gender, age and education. The results show different sex tourists'perceived shopping risks have significant differences. The mean indicates that male tourists'perceived shopping risks are higher than female tourists. Different educational levels tourists'perceived shopping risks have differences. With the increase of educational levels, particularly to master's degree and higher education, the perceived shopping risks are very strong. Different age tourists'perceived shopping risks have no differences.