| Summary: | 碩士 === 臺北市立體育學院 === 休閒運動管理學系碩士班 === 100 === The study focused on the Chinese tourists in Taiwan and attempted to discuss the relationships among characteristics, purchase motivation, and customer satisfaction rate of Chinese tourists in Taiwan. There were 303 Chinese tourists in Taiwan who had actual purchase behaviors purposively surveyed from April to May, 2012. The main findings of this study were as follows:
1. Most of the study subjects were from age 40 to 49, married, had children, and involved in business and service industries. Most of them came for the purpose of sightseeing and indicated it was their first trip in Taiwan. Their travel companians were majorly co-workers, and information for Taiwanese commodities and itinerary were both collected from travel agencies.
2. The major purchase motivation of Chinese tourists in Taiwan was to purchase products that were unavailable in China and the price was not a determinant for their purchases.
3. The main factor of shopping satisfaction of Chinese tourists in Taiwan was the efficacy of salespersons while the influences of shopping time in the store was not determinant.
4. The purchase motivation would significantly predict the price dimension in the shopping satisfaction; the stringer purchase motivation, the higher shopping satisfaction in term of price.
Around 1.18 million Chinese tourists visited Taiwan in 2010 and the number had increased by 100,000 in 2011, which suggested their consuming ability should not be overlooked. To understand the purchase behavior of Chinese tourists in Taiwan could assist the government in developing relevant policies to advance their purchase behaviors other than promoting the tourism in Taiwan. The shopping time and diversity of products should also be improved by commercial practitioners.
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