Research On Chinese Tourists' Overseas Tourism Shopping Consumption Behavior Based On TPB Modified Model

In recent years,with the continuous expansion of China's outbound tourism market,the phenomenon of high consumption of Chinese tourists traveling abroad is explosively increasing.In the world's major tourist destination of the shopping center,there is always no lack of Chinese tourists and their spending capacity has always been talked about by the major business and media.However,contrary to the phenomenon,the research on tourist shopping behavior is extremely scarce.What prompted the Chinese tourists extravagant shopping behavior abroad? Why Chinese tourists become so generous after the journey? What is the rule of consumer behavior in the phenomenon? In this context,it is of great theoretical and practical implication to study the Chinese tourists' shopping behavior abroad.As the most widely used and influential research tool in the prediction of consumer behavior intention,Theory of planned behavior has been widely used in various fields of behavior.The filed of tourism shopping behavior is no exception,the research on tourist shopping behavior intention is almost from the perspective of the Theory of planned behavior and establish corresponding theoretical framework.However,some scholars have suggested that the theory of planned behavior is produced and developed in the United States,so it is not good to explain consumer behavior intention in other countries.In addition,with different culture value systems,socially normal factors are different.Accordingly,this research replaces the variable of subjective norm by face awareness and group-conformity.Results imply the revision model fit the data better than the original model in the structure equation model.Therefore,combining with the revision model which reflects Chinese culture,this paper introduces the Personal obligation variable and Perceived quality of overseas goods to expand this model,and constructs a theoretical model of Chinese tourists' shopping abroad.The questionnaire was designed around the abovetheoretical model,and the reliability and validity of the data were tested by SPSS17.0.The AMOS17.0 was used to verify the model's suitability and hypothesis.Results are as follows:(1)Attitude,Perceived behavioral control,Group-conformity and Perceived quality of overseas goods is all with a positive impact on Chinese tourists' shopping desires.But the variables of Face awareness and Personal obligation have no significant effect on tourists' shopping desires.(2)Desires have a positive influence on tourists' intention to engage in shopping behavior abroad.Finally,based on the empirical results of this study,we provide some marketing strategy suggestions for the enterprises involved in overseas tourism,and provide a new perspective to understand consumer behavior and explore the consumption psychology of Chinese consumers.