Research On Shopping Experience Evaluation Of Outbound Tourism Based On Customer Perceived Value Theory

Shopping is an important objective of many tourists,and is considered an integral part of the overall tourist experience.The development of “Shopping” has a positive impact on the development of tourism industry and destination.At the same time,the customer perceived value(CPV)has always been an important topic in marketing research.Understanding and providing the value that the customer truly values is considered to be the essence of the marketing strategy.This article extends the concept of CPV to the mainland residents' outshopping occasion,and establishs a more comprehensive measurement dimensions(namely product value,service value,scenario value,risk cost,energy cost and price cost)and scales of CPV.It discusses the mechanism of CPV of outbound shopping on shopping experience evaluation,and attempts to analyze the differences between Hong Kong,Macau and international outshopping,as well as their different impact on the overall shopping experience evaluation,in order to provide guidance on how to improve the customer's shopping experience and corporate competitiveness.Selecting 17 countries and regions in cross-border(Hong Kong and Macao as a typical case)and international outshopping,it takes outbound tourists from the Mainland as the research object,and the methods of literature analysis and empirical analysis were mainly applied.SPSS 21.0 and AMOS 22.0 are used.The following three main conclusions are drawn:(1)There are significant differences in the driving factors of CPV in outbound tourism shopping.And,preferential price,low risk cost,high perceived situational value and product value have obviously positive impact on CPV;and the impact of service value and energy consumption on CPV is not significant.(2)The overall shopping experience evaluation of international outshopping situation is better than that in Hong Kong and Macao.And under different shopping scenarios,there are significant differences in shopping experience evaluations and its driving factors.In the shopping scenarios of Hong Kong and Macao,prices and perception risk are the main factors which affect CPV and satisfaction,and preferential price is the most important dimension.While in the situation of international outshopping,product value,service value,situational value,risk cost and price-perceived cost have a significant effect on CPV and satisfaction,in which situational value is the most important dimension of influence,and the price is the least important dimension.(3)CPV has a significant positive impact on satisfaction,word-of-mouth and repurchase intention;but the impact of satisfaction on word-of-mouth and repurchase intention is not significant.It means fine evaluations of shopping experience does not necessarily lead to the corresponding behavior of word-of-mouth recommendation and repurchase intention.Finally,suggestions are proposed for the tourism shopping development of mainland and Hong Kong and Macao.