大陸觀光客購茶風險知覺影響其購買情緒及購買意願之研究

Tea Shopping Risk Perception: Effects on Chinese Tourists' Emotions and Willingness to Purchase

購物能發展成一種觀光資源乃仰賴購物環境的品質、吸引力和安全。當觀光客感受到購物風險時，如購物被騙、遭受商家為難、或於目的地被限制活動，可能會影響其購物行為。因此降低觀光客在購物環境中的風險知覺乃管理單位的重要課題。本研究基於Yüksel and Yüksel （2007）發展的「風險知覺-購物情緒-滿意度-忠誠意圖」模型為基礎，改編驗證阿里山地區，購茶大陸觀光客「風險知覺-購物情緒-購買意願」的消費行為理論模式。本研究訪查244名大陸觀光客，以線性結構方程式進行模式檢定。研究結果證實，觀光客知覺到的風險將負向影響愉悅購物情緒，觀光客的愉悅與所喚起的購物情緒將正向影響購買意願。本文貢獻在針對過去「風險知覺-購物情緒-購買意願」模式，提出較合宜的消費行為理論模式。最後將提出研究結果的意涵與未來研究建議。

The potential for shopping to be developed as a tourism resource depends on quality, attractiveness, and safety of the shopping environment. When tourists perceive a risk in shopping, such as fraudery, harassment from the vender, or restriction of activity at the destination, this may in turn affect their purchasing behavior. Thus reducing the perception of risk in tourist shopping environments is an issue of significance for management. This paper builds on the model adapted by Yüksel and Yüksel (2007) to validate the 'risk perception-buying emotion-purchasing intention' consumer behavioral model though an investigation of tourists from Mainland China buying tea in the Alishan area. 244 tourists from Mainland China were surveyed, the results of which were tested with linear structural equation analysis. The results indicate that the perception of shopping risks by the tourists have a negative influence on purchasing emotion. Happiness or excited purchasing emotions in turn have a positive influence on willingness to purchase. This paper aims to contribute a more appropriate theoretical model of consumer behavior than the past 'risk perception-buying emotion-purchase intention' model. It will be followed by analysis of these results and suggestions for possible future research.