本文關(guān)鍵詞：不同性格的民俗節(jié)慶游客涉入程度及涉入前因差異研究　出處：《華南理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 民俗節(jié)慶 涉入程度 涉入前因 性格

【摘要】：涉入程度、涉入前因是消費(fèi)者行為學(xué)研究的一個(gè)重要內(nèi)容，它們直接影響著消費(fèi)者的購(gòu)買決策。目前，關(guān)于涉入度、涉入前因的研究還主要以實(shí)體產(chǎn)品為主，但隨著第三產(chǎn)業(yè)的發(fā)展，近年來(lái)已有學(xué)者將其引入到休閑產(chǎn)品的研究中�；仡櫼酝墨I(xiàn)發(fā)現(xiàn)，我國(guó)關(guān)于旅游涉入度以及涉入前因的研究雖然還處于一個(gè)起步階段，，但已經(jīng)引起專家學(xué)者們的關(guān)注。 就現(xiàn)有文獻(xiàn)來(lái)看，目前關(guān)于游客涉入度、涉入前因的研究主要呈現(xiàn)兩個(gè)特點(diǎn)：一是研究對(duì)象多是以旅游景區(qū)游客為主，很少涉及到民俗節(jié)慶游客。因此，適用于旅游景區(qū)游客的涉入度及涉入前因的研究成果是否也適用于民俗節(jié)慶游客值得探討；二是關(guān)于游客涉入度影響因子的研究普遍集中在產(chǎn)品娛樂(lè)性、社交能見度、風(fēng)險(xiǎn)可能性、風(fēng)險(xiǎn)后果以及產(chǎn)品重要性、個(gè)人興趣、產(chǎn)品知識(shí)、生活方式等方面，忽略了游客個(gè)性特征對(duì)涉入度可能存在的影響�；诖�，本研究分為兩個(gè)部分：第一部分驗(yàn)證以往關(guān)于對(duì)一般消費(fèi)者或游客涉入前因理論的研究是否同樣適用于節(jié)慶游客；第二部分嘗試著選取了個(gè)性特征中非常重要的性格這一因素，探討性格對(duì)節(jié)慶游客的涉入程度及涉入前因的影響，進(jìn)一步發(fā)掘并完善影響節(jié)慶游客涉入度的因素。 本研究通過(guò)問(wèn)卷調(diào)查的方式，對(duì)參與2012廣州乞巧文化節(jié)的游客進(jìn)行抽樣調(diào)查，運(yùn)用統(tǒng)計(jì)學(xué)中的描述性統(tǒng)計(jì)、信度分析、因子分析、回歸分析等對(duì)所得樣本進(jìn)行統(tǒng)計(jì)分析，驗(yàn)證影響民俗節(jié)慶游客涉入程度的涉入前因，同時(shí)，以性格為標(biāo)準(zhǔn)對(duì)游客進(jìn)行分類，探討不同性格類型的游客節(jié)慶涉入度以及涉入前因是否存在差異。研究結(jié)果表明：第一，產(chǎn)品娛樂(lè)性/重要性、社交能見度、風(fēng)險(xiǎn)可能性/后果、個(gè)人興趣、產(chǎn)品知識(shí)與民俗節(jié)慶游客涉入程度具有正相關(guān)關(guān)系；第二，性格對(duì)民俗節(jié)慶游客涉入程度具有顯著影響；第三，性格對(duì)游客所掌握的產(chǎn)品知識(shí)和個(gè)人興趣具有顯著影響；第四，不同性格類別的民俗節(jié)慶游客各涉入前因?qū)ι嫒氤潭鹊挠绊懗潭炔煌?br/>[Abstract]:The degree of involvement and involvement antecedents is an important content of consumer behavior research, which directly affects the consumer's purchase decision. At present, the research on the antecedents of involvement, involvement is the main entity product, but with the development of the third industry in recent years, research has been introduced to the leisure product review. Found that the previous literature, our research about tourism involvement and involvement antecedents while still at a preliminary stage, but has attracted the attention of experts and scholars.
On the existing literature, the research on tourist involvement and involvement antecedents has two major characteristics: one is the object of study is to tourist attractions and tourists, tourists rarely involve folk festivals. Therefore, involvement and involvement of the antecedent research results are applicable to the tourism scenic spot is also suitable for folk festival visitors worth study; two is about the research on Influencing Factors of tourist involvement generally focus on the products of entertainment, social visibility, risk, risk consequence and the importance of products, personal interest, product knowledge, lifestyle and other aspects, ignoring the personality characteristics of tourists involvement influence degree may exist. Based on this, this study is divided into two part: the first part shows past research on the general consumer or tourist involvement antecedents theory is equally applicable to festival visitors; the second part try to choose Taking a very important personality trait as a factor, this paper explores the influence of personality on the involvement of festival visitors and the antecedents, and further explores and improves the factors that influence the involvement of festival visitors.
This research through the questionnaire survey, sampling survey was conducted on 2012 in Guangzhou Qi Qiao festival visitors, descriptive statistics, statistical reliability analysis, factor analysis, regression analysis of the samples for statistical analysis, verify the effect of folk festival tourists' involvement involvement antecedents, at the same time, the character as the standard to classify to explore the different personality types of tourists, tourists involvement and festival involvement antecedents whether there are differences. The results show that: first, the importance of product / entertainment, social visibility, risk / consequences, personal interests, product knowledge and folk festival tourist involvement has a positive correlation; second, the character has a significant impact on the folk festival tourists' involvement; third, has a significant impact on the character of tourist products knowledge and personal interests; fourth, different personality types Other folkloric Festival tourists have different degrees of influence on the degree of involvement.

【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.7

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