A Study On The Influencing Factors Of The Purchase Intention And Purchase Behavior Of Health Tourists About Customized Products

With the awakening of health consciousness of our residents,as a new way of tourism that can satisfy tourists' relaxation and pursuit of individual needs,health preserving customized tourism has attracted more and more attention,and the market potential is huge.However,there are still many problems in the market situation,which leads to the shortage of actual consumption.Although the attention of the academic community to health tourism is increasing,few scholars have put their eyes on the custom tourism of health care.In this background,it is of great theoretical and practical significance to explore the influencing factors of purchase intention of health care tourists' customized products,and health tourists' customized product purchase behavior.The study which is based on the theory of planned behavior,combined with the situation of theoretical knowledge,from the perspective of subject,object and custom customization decision context and situation factors,constructed the buying behavior model and health tourists customized product purchase intention factors,and put forward the research hypothesis.Then,the study obtained the 469 data which were come from health travelers,and analyzed the data by SPSS21.0 and AMOS17.0 software.The hypotheses were tested and supplemented by interview contents.The main conclusions are as follows:1.There is a positive correlation between the behavior attitude,the subjective norm,the perceived behavior control in the custom-made subject and the purchase intention of the custom-made product for the health care tourists.Among them,behavior attitude and subjective norm are more effective than perceived behavior control on purchase intention.Demographic variables such as age,occupation,education level and personal monthly income have different effects on the purchase intention of health tourists,but gender factors have little effect.2.There is a significant correlation between the customized interface in customized objects and the purchase intention of health tourists,but the correlation coefficient between customization mode and purchase intention is very low,and there is nosignificant correlation between them.3.Information communication and disposable income in the decision-making background are significantly related to the willingness to purchase custom-made products of health tourists.4.In the transformation process of health care tourists' purchase intention to purchase behavior,the psychological factors and marketing factors of situational factors play a positive moderating role,while environmental factors do not play a moderating role.Accordingly,the study supply some suggests to the tourism enterprises as follows.They should pay attention to the important role of the frontline marketers,improve their service quality and marketing ability.They ought to make full use of new media advantage to attract the attention of health tourists,pay attention to the parity customized health tourism market,and actively develop new products,improve the marketing network page content intelligibility,adding online customer service to provide artificial.It is also necessary to provide flexible and diverse promotional measures to stimulate the desire of health care tourists to purchase desire.