Study About Tourism Shopping Behavior Based On The Theory Of Planned Behavior Intention

With the development of tourism, China’s tourism shopping industry has made some achievements, increasingly rich variety of goods, the number of manufacturing enterprisly increased year by year, shopping more diverse. But compared with developed country, the development level of tourism shopping industry in China is still far, the weakness of the tourism shopping development with rich tourism resources and strong development momentum is unbecoming of tourism. So the analysis of the tourist shoppers consumer psychology can better serve customers,to provide more, newer and better tourist commodities for the tourists.Theory of planned behavior is proved to be effective in the study in the field of attitude and behavior method. Theory of planned behavior is one of the most widely used theoretical about the attitude-field behavior, which welcome in empirical research researching methods. Taking the Shandong province tourism shoppers for the study, using the theory of planned behavior research methods to review the theory of planned behavior at home and abroad and tourist shopping areas, construction of the theoretical model about tourist shopping behavior intention. During the research for this article, literature at home and abroad review, understanding the status of research theory of planned behavior, and master data based on questionnaires. Using statistical software SPSS 17.0 to conduct reliability analysis, validity analysis, factor analysis, correlation analysis and study linear regression analysis, summed up the tourist shopping behavior intention relevant features. Finally, build the ultimate mechanism model about tourist shopping behavior affect and verified it.Study on Tourists’ Behavior Intention using research methods of theoretical analysis and empirical research, the study of which mainly include the following:In the theoretical analysis, through extensive literature review we learned that the current domestic and foreign scholars about research related views on the field of tourism and shopping behavior theory. Then find out the factors affecting consumer travel shopper attitudes and behavior intention. Because the theory of planned behavior in the field of tourism and shopping less research, this article will explore Tourists intent attitude, subjective norm, perceived behavioral control, the degree of mutual influence factors. In the specific implementation process, in order to study theory of planned behavior as a basic framework, based on the relevant factors affecting the tourist shopping attitudes and behavior intention to build shopping behavior intention model, further analysis of shopping behavior intention tourists.In the empirical analysis, this study uses both qualitative and quantitative research methods combined, combining SPSS statistical analysis software for data results of the questionnaire data collation. Qualitative research mainly adopts literature reading method and expert interview method, and quantitative research mainly used a series of methods, adopts the reliability analysis, validity analysis, factor analysis and other statistical analysis methods to understand the relationship between various factors. Using statistical analysis software sample data to descriptive analysis and reliabilitily analyze the test data. Then find out the relationship about tourist shopping behavior factors and the impact of these factors on the tourist shopping behavior intention.Planned behavior theory is applied to the brigade to buy shopping behavior intention, can expand planned behavior theory application domain, and also can make the study of tourism shopping more scientific and rational. From the perspective of tourists analysis the influence factors of affecting the tourism shopping consumer behavior intention, help tourism enterprises to grasp the tourists shopping behavior intention influencing factors, and according to the laws of the tourists shopping behavior intention to targeted development, design, production, sales, satisfy tourists consumption demand of tourism commodities; Help to push the government departments to strengthen the management of tourism shopping environment; Help to promote upgrading of the tourism destination tourism commodity supply side, and promote the development of tourism shopping industry, improving the contribution of tourism shopping.