A Study On Influence Exerted By Involvement Regarding To Consumers Decision Making On Forest Recreation

Along with the rapid development of the national economy continued to improve material living standards, people are no longer just for food and clothing and struggle, began to pursue a higher quality of life. Convenient transport, tourism is becoming an important activity of modern life. Tourist traffic, information, accommodation, forest recreation areas, reception, entertainment and other services are also moving ahead steadily. In such an environment, forest recreation industry is developing. Forest recreation industry as an emerging tourism industry, forest tourism in the international arena has been a popular form of tourism, China’s forest tourism despite a late start, but with the local residents and weekend outings increase of leisure activities, has become increasingly the world’s attention and the majority of tourists are welcome to participate in forest recreation activities have become an important feature of modern lifestyle.Consumer decision-making is the produce after consumers compare product information and selection consumption or purchase intentions and actual purchase or consumption behavior occurs on this basis. Forest recreation as a consumer behavior, consumer involvement will affect the recreational forest product consumption decisions. Involvement is multidimensional, including personal involvement and product involvement and so on.In the present study, the personal involvement that the consumers of forest recreation has the value or importance in the entertainment, emotional, social and other aspects. Product involvement that perceived risk, perceived risk will affect consumer purchasing decisions. Accordingly, we propose the following hypothesis: Hypothesis1:The consumer’s personal involvement assumptions. In the forest recreation activities, the higher the consumer’s personal involvement, the stronger the tendency of consumer choice, consumer spending more. In the forest recreation spending, the importance of consumer perceived risk and risk the consequences in terms of its impact will play a significant role in its forest recreation spending decisions. Accordingly, we propose the following hypothesis: Hypothesis2:consumer product involvement assumptions. In the forest recreation activities, the higher the involvement consumer products, which tend to weaker consumer choice, consumer spending less.Spssl9.0by using advanced statistical software for data analysis, factor analysis and involvement will be14questions related operations into four factors, namely the "emotional significance","social importance","risks "and" risk importance." And the establishment of Changsha public forest recreation involvement as independent variables, Changsha public forest recreation products consumer decision-making behavior (whether to forest recreation and forest recreation products in consumer spending) as the dependent variable and by controlling the people of Changsha gender, age, education level, monthly income, type of occupation, family structure, and the past week the average daily leisure time, build logic regression model and linear regression model, conclusion:forest recreation products to its involvement in Changsha public recreation forest product consumption decision-making behavior (including whether to go to the forest and forest recreation recreational products consumption expenditures) with varying degrees of influence. Among them, the importance of emotional and social importance have significant impact on whether to go to the forest and forest recreation products in consumer spending; whether to risk the possibility of forest recreation only have a more significant impact; whether risks to the importance of forests and forest recreation impact of recreational products in consumer spending was not significant.