Factor in Regulation Model to Investigate Chinese Tourists’ Purchasing Intentions When Visiting Taiwan

• Main Authors: YUAN-YU-RU, 袁鈺茹
• Other Authors: Hsu-Chien-Lung
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/42423217607085772692

碩士 === 德明財經科技大學 === 行銷管理系 === 101 === In 2011 the government established a policy called ‘FREE TOUR FOR CHINESE TOURISTS’ to stimulate the Taiwanese restaurant business as well as travel, transportation, hotel, and airline businesses. It also benefited other economically related industries in Taiwan as the number of Chinese tourists in Taiwan increased to over 6.08 million. As a result, this strong purchasing ability has influenced the growth of overall consumption in the Taiwanese market. Per the current trend of customer service, the needs of customers have become the foundation and priority of an enterprise wanting to distinguish its market identity and develop its strategies. It’s even more critical for retailers. The purpose of this research is to discuss whether Chinese tourists are influenced to increase their purchasing intention by promotional strategies, story-board marketing, experience marketing, and service quality while walking in the shops. The target of this research is Chinese tourists to Taiwan. There were 500 questionnaires released and collected, 456 of which were usable. As a result, the reliability was 91%. This research used statistical software to build the database and analysis. According to the results of this research, perceived value had a great impact on customers’ purchase intention, and promotional strategy and service quality had regulated effects on perceived value and purchase intention; however, it ended up that there was no regulation effect for story-board marketing and experience marketing. I inferred from this, that the Chinese tourists couldn’t listen to all of the product introductions due to limited time, or even try out the products themselves. In conclusion, the results of this research were not only for a shop’s reference but also for the shopkeepers, who can use this information to reference marketing plans that arouse tourists’ interests in souvenirs during their short stays and increase their purchasing intentions.