中国大陆游客出境旅游购物非理性消费因素研究  

On Factors of Irrational Consumption of Chinese Mainland Outbound Tourists

作　　者：金浏河 金建江 JIN Liu-he;JIN Jian-jiang(Wenzhou Polytechnic,Wenzhou,Zhejiang,325000,China;Shanghai Atour Business Management co.LTD,Shanghai,201200,China)

机构地区：[1]温州职业技术学院,浙江温州325000 [2]上海亚朵商业管理(集团)股份有限公司,上海201200

出　　处：《武汉商学院学报》2019年第5期11-17,共7页Journal of Wuhan Business University

摘　　要：本文从非理性消费视角对当前中国大陆游客出境旅游购物热现象通过深度访谈,参与式观察以及网络二手数据所获资料进行的探索性研究。研究结果表明:(1)购物是中国大陆游客出境旅游不可或缺的组成部分,其购物行为总体上是理性的(2)中国大陆游客出境旅游购物中引发非理性消费的主要因素为功能因素、核心因素、理性因素和心理因素。(3)价格差与高品质商品、相关的利好环境以及购物氛围与情境的营造等都属于外因;国人对国内产品质地的担扰、根深地固的原产地情结、对损失的敏感超过对收益的渴望以及传统的馈赠之礼是内因,在这些内外因的单独或共同作用下,中国大陆出境游客容易产生冲动、盲目效仿、虚荣、过于理性等非理性消费行为。Targeted at irrational consumption, the study is an exploratory one adopting in-depth interview,participant observation and second-hand data from the Internet to study the shopping rush of Chinese mainland outbound tourists. The results show that:(1) shopping is an indispensable activity for outbound tourists of Chinese mainland, and they are generally rational in their shopping.(2) Factors leading to irrational consumption can be classified as functional, central, rational and psychological ones.(3) The external factors are price differences between China and the other countries, the high qualities of foreign goods, some favorable environment, hot shopping atmosphere and situation, while the internal factors are Chinese people’s anxiety about the quality of domestic products, their obsession with the indigenous products, as well as their sensitivity to loss over their desire for income,and the custom of bringing gifts to relatives and friends upon returning from a journey. With the effect of any one or combined effects of some of these factors, outbound tourists in Chinese mainland are prone to irrational consumption,such as, impulse shopping, irrational imitation, vanity shopping and over-rationality.

关 键 词：中国大陆 出境 旅游购物 非理性消费 

分 类 号：F592[经济管理—旅游管理] F713.55[经济管理—产业经济]