Buffet Tourists' Shopping Perceived Risk Influencing Factors Research

With the improvement of living standards, tourism has been become an importantentertainment。 The self-help tourism market scale recently continued to rapidgrowth,on the contrary, the growth of tourism shopping market is still slow.Tourismshopping occupies an important status in the tourism industry to promote the growth inlocal tourism and society and economics. Although the tourism shopping hasdeveloped in recent years, the Chinese ratio that tourism shopping accounts for thetotal tourism revenue has a certain gap to keep pace with developed countries. Thisshows that development of chinese tourism shopping have some problems and themarket scale is available for further expansion. The self-help tourists have a certaindesire for shopping, however, they show doubt and hesitation in making a purchasedecision. Perceived risk of tourism shopping is a vital factor to influence the process ofpurchase of self-help tourists.when their perceived risks are beyond their duration,they will delay or dismiss the behavior of shopping. The research which use theory ofperceived risk aim at tourism shopping of travelers with group but ignoring theself-help tourists. There are some different between the group of self-help tourists andtourists, for example, group of self-help tourists have not been disturbed by guides andtravel agencies and the pressure from travelled group. Besides, group of self-helptourists have more right in independence and autonomy and have more selection inarrangement.Therefore, it's vital significance to explore influencing factors of self-helptourism shopping perceived risk and provide marketing advice which are based onreduction of perceived risk.Firstly, the dissertation systematically research tourism shopping and perceivedrisk, On the basis, the paper analyze influencing factors of consumers' perceived riskof the traditional and network environment, meanwhile, we integrate the recentachievement of perceived risk of tourism shopping to construct the model ofinfluencing factors of tourism shopping in self-help tourists which contains individualfactors, tourism commodities and impression of store, and we Put forward thecorrespond hypothesis.secondly, we determine the object of study and questionnaires. According to thestatistics gathered, we complete the project analysis, reliability analysis, validityanalysis, factor analysis, stepwise regression analysis, on the basis, we find the sixeffect factors of self-help tourism shopping perceived risk by order which contain tourism commodities' price, store's impression in function,the experience in tourismshopping, local features of tourism commodities,reputation of tourism commoditiesand store's impression in emotion.Five factors which contain store's impression infunction,the experience in tourism shopping, local features of tourism commodities,reputation of tourism commodities and store's impression in emotion.are havepositiveinfluence to perceived risk of self-help tourism shopping, and,tourismcommodities' price have negative influence to it.In addition, the self-help tourists ofdifferent age exist obvious differences in perceived risk of tourism shopping.Finally, according the conclusion of research, we put forward correspond advice:tourism management institutions should construct a well consumption environmentand regard tourism experience as Selling point;tourism commodities enterpriseshould unify sales price in the same area, strengthen the memorial value and socialvalue of the tourism commodities to reduce price sensitivity,utilize a well store'simpression to build trust, develop tourism commodities of local characteristics,expand reputation of tourism commodities.