| Summary: | 碩士 === 國立嘉義大學 === 管院碩士在職專班 === 99 === Mainland tourists have become the most tourists and strongest purchasing power in the world. Although Taiwan government was officially opened Mainland tourists in July 2008 that was later than other countries, Mainland tourists become most tourists in Taiwan after two years. Related department of Taiwan government was opening from 3000 to 4000, even increased to 5000 Mainland tourists per day that shows government will soon reach the target of opening 10000 Mainland tourists per day. In previous study of Mainland tourist’s consumption patterns, we can find the expenditure of Mainland tourist’s shopping is much higher than food, accommodation and travel. Therefore, the revenue of shopping store will be important income in foreign exchange earnings of tourism. Such a huge business opportunity, be sure to attract more enterprises to invest in shopping store. So that will be important issues how to make and improve business concept and strategy for Taiwan’s shopping store in the future.
The study aims to investigate the relationships among store image, product attributes, purchase intention and purchase behavior for Mainland tourists in Taiwan’s shopping store. Issued a total of 300 samples in 1000 Mainland tourists (35 groups) were recovered a total of 259 valid questionnaires were 86% recovery rate and recovery of the questionnaire after the establishment of structural equation model to conduct empirical analysis, empirical results show that: shopping store image will positive affect Mainland tourist’s purchase intention; product attributes will positive affect Mainland tourist’s purchase behavior; purchase intention will positive affect purchase behavior for Mainland tourist; in addition, there is an interact relationship between store image and product attributes. In the study, we get many information of consumption behavior of Mainland tourist in Taiwan’s shopping stores and we firmly believe that the study can provide a lot of useful suggests as references for Taiwan’s group travel shopping store.
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