An Empirical Research On The Customer’s Purchase Intention Of Tourism Commodity Based On Involvement

Abstract:Along with fast-developing of tourism is its outstanding contribution created by shopping tourism. Meanwhile, the Tourism Law starts to standardize the shopping market of tourism by setting strict stipulation. Therefore, how to break through the existing barriers and set up a mode of orderly and sound development has became a crucial problem of enterprise whose survival is mainly rely on shopping tourism. The research on factors which affect customer’s shopping behavior has important implication to the sound development of shopping tourism and stipulation of customer-driven marketing strategy.The thesis carries out the investigation on the factors which affect customer’s purchase intention based on involvement that includes product and purchase involvement. It sets the research model of purchase intention. In its empirical research, the thesis examines the liability and validity of formal scale, adopts structure equation model to do data analysis and tests the research model and hypotheses. The conclusion is mainly showed as follows:1. Tourists’perceptiveness to the local characteristics and symbolism of a product has a significant positive effect on purchase intention;2. Shopping environment, supporting measurement and the experience of situation has a significant positive effect on purchase intention;3. Perceptiveness of price has insignificant effect on purchase intentionBased on the above conclusion, in the end of thesis, we put forward some pertinent and practical suggestions on tourism products marketing strategy and management practice.