免税购物游客感知价值的量表开发与实证检验  

Scale Development and Empirical Validation of Duty-free Shopping Tourist Perceived Value

作　　者：何彪[1,2] 谢灯明 朱连心 郭强[1,2] HE Biao;XIE Dengming;ZHU Lianxin;GUO Qiang(School of Tourism,Hainan University,Haikou 570228,China;Hainan Province Holistic Tourism Research Base,Haikou 570228,China;School of Economic,Hainan University,Haikou 570228,China)

机构地区：[1]海南大学旅游学院,海南海口570228 [2]海南省全域旅游研究基地,海南海口570228 [3]海南大学经济学院,海南海口570228

出　　处：《旅游学刊》2020年第4期120-132,共13页Tourism Tribune

基　　金：国家自然科学基金项目“酒店服务供应链中的收益管理与合作契约优化研究”(71661006);国家社会科学基金项目“价值共创视角下旅游精准扶贫多主体参与机制研究”(19BGL139);海南省自然科学基金项目“OTA平台生态圈多主体价值共创机理研究”(2019RC002);海南省哲学社会科学基金项目“海南省旅游业碳排放与旅游经济增长的关系研究”(HNSK(JD)17-09);海南省教育厅高等学校科学研究基金项目“国际旅游消费中心建设背景下海南入岛游客免税购物满意度研究”(Hnky2019-23)共同资助。

摘　　要：游客感知价值源自营销学领域的顾客价值理论,是游客基于感知利得与利失的权衡对旅游产品或旅游服务的总体评价,已成为旅游企业稳固竞争优势的新动源。现阶段,国内外免税购物市场竞争局势日渐激烈,免税购物游客感知价值研究能为免税店管理方提供科学的运营管理依据。文章以有消费经历的免税购物游客为研究对象,研究区域为三亚国际免税城,运用SPSS 22.0和AMOS 17.0软件对正式调研所获得的324份有效样本数据进行实证分析。在梳理游客感知价值测量相关文献的基础上,严格遵循量表开发的规范步骤(确定构念范围、发展初始测项、纯化初始测项、预调研、正式调研、探索性因子分析、验证性因子分析、信效度检验),开发了包含6个维度24个测项的免税购物游客感知价值量表,6个维度分别为感知环境价值、感知成本价值、感知管理价值、感知功能价值、感知服务价值、感知声誉价值,并通过构建结构方程模型检验了量表的稳定性。最后,总结了研究的理论贡献与管理启示。In recent years,high-consumption outbound tourism by Chinese,in which shopping is the dominant activity,has attracted wide attention from industry and academia.In this regard,tourism researchers have investigated the related phenomena,impact,causes,and solutions.Some scholars have proposed that innovative development of a policy for duty-free shopping tourism would be beneficial in assisting the recovery of domestic demand in China and should ease the problems for tourism development.Within China,Hainan is a leader in developing duty-free shopping.Thus,it is highly appropriate to focus on duty-free shopping in Hainan.Tourist perceived value derives from the theory of customer value in marketing:it signifies tourists’overall evaluation of tourist products or services based on the tradeoff between gains and losses.Tourist perceived value has become a new means for tourism enterprises to gain a stable competitive advantage.Currently,the duty-free shopping market,both in China and abroad,is facing increasingly fierce competition.Research into tourist perceived value for duty-free shopping would provide a methodical basis for business management for duty-free shop managers.Following a review of the literature related to perceived value measurement,this paper systematically determines the standard steps for scale development:specification of the construct domains;generation of scale items;purification of scale items;conducting a pilot survey,formal survey,exploratory factor analysis,and confirmatory factor analysis;and assessing the reliability and validity.This study strictly adhered to those steps.This research examined duty-free tourists who were shopping at Sanya International Duty-free City in Hainan.The formal survey was undertaken by three postgraduate students from November 23 to 28,2018.In convenience sampling,questionnaires were distributed to tourists who passed through the main exits of Sanya International Duty-free City.In all,400 questionnaires were distributed and 360 collected;among those,324 valid qu

关 键 词：游客感知价值 免税购物 量表开发 海南 

分 类 号：F59[经济管理—旅游管理]