Exploring the Relationships among Shopping Motivation, Shopping Behavior, and Post- Purchasing Behavior of Mainland Tourists toward Taipei Night Markets
The consumption capability of people in China has
been a big issue to tourism business. Due to the increasing of China
tourists, Taiwan-s government rescinded the category of people in
China and opened up the non-stopped airline from China to Taiwan.
The “one-day traveling style between China and Taiwan" has formed,
hoping to bring business to Taiwan. Night market, which shows
foreigners the very local character of Taiwan, contains various
merchandise for consumers to purchase. With the increasing numbers
of non-stopped airline, visiting Taiwan-s night markets has also been
one of major activities to China-s tourists. The purpose of the present
study is to understand the consumer behavior of China tourists in
tourist night markets in Taipei and analyze that if their shopping
motives cause the different shopping behaviors and post-purchase
satisfaction and revisiting intention. The results reveled that for the
China tourists, the motives of significant influence to the shopping
behaviors. Also, the shopping behaviors significant influence to the
whole satisfaction and the whole satisfaction significant influence to
post-purchase behavior.
[1] Kent, W. E., Shock , P. J., and Snow, R. E , "Shopping: tourism's
unsung hero, " Journal of Travel Research, vol. 21,pp. 2-4,1983.
[2] Schiffman, L. G.,and Kanuk ,L. L, Consumer Behavior,9th
ed,NJ:Prentice Hall,Inc,2000.
[3] Wong, J. and Law, R, " Difference in shopping satisfaction levels: A
study of tourists in Hong Kong , " Tourism Management, vol.24,pp.401-
410,2003.
[4] Shiang, L. P. "Personal Characteristics and Purchase Motivation for
Preschool Education Merchandise in Urban China ," Unpublished
Master-s Thesis. Changhua:Da-Yeh University, 2004.
[5] Gordon, B, "The souvenir: Messenger of the extraordinary," Journal of
Popular Culture, vol.20, pp.135-146,1986.
[6] Engel, J. F., Blackwell, R. D., and Miniard, P. W, Consumer
behavior,5th ed, New York:Plenum Press,1986.
[7] Day, R. L, "Extending the concept of consumer satisfaction,"Atlanta
Association for Consumer research, pp.149-154,1977.
[8] Fornell,C, "A national customer satisfaction barometer: The swedish
experience, "Journal of Marketing ,pp.122,1992.
[9] Loudon, D. L., and Della Britta, A. J, Consumer Behavior-Concepts and
Applications,2nd ed , New York: Mc-Graw Hill,1984.
[10] Nunnally, J. C, Psychometrics Methods. NY: McGraw-Hill Company,
1978.
[11] Belk, R. W, "The role of possession in constructing and maintaining a
sense of past, " Advances in Consumer Research, pp.669-676,1990.
[12] Littrell, M. A, "Symbolic significance of textile crafts for tourists,"
Annals of Tourism Research, pp.228-245,1990.
[1] Kent, W. E., Shock , P. J., and Snow, R. E , "Shopping: tourism's
unsung hero, " Journal of Travel Research, vol. 21,pp. 2-4,1983.
[2] Schiffman, L. G.,and Kanuk ,L. L, Consumer Behavior,9th
ed,NJ:Prentice Hall,Inc,2000.
[3] Wong, J. and Law, R, " Difference in shopping satisfaction levels: A
study of tourists in Hong Kong , " Tourism Management, vol.24,pp.401-
410,2003.
[4] Shiang, L. P. "Personal Characteristics and Purchase Motivation for
Preschool Education Merchandise in Urban China ," Unpublished
Master-s Thesis. Changhua:Da-Yeh University, 2004.
[5] Gordon, B, "The souvenir: Messenger of the extraordinary," Journal of
Popular Culture, vol.20, pp.135-146,1986.
[6] Engel, J. F., Blackwell, R. D., and Miniard, P. W, Consumer
behavior,5th ed, New York:Plenum Press,1986.
[7] Day, R. L, "Extending the concept of consumer satisfaction,"Atlanta
Association for Consumer research, pp.149-154,1977.
[8] Fornell,C, "A national customer satisfaction barometer: The swedish
experience, "Journal of Marketing ,pp.122,1992.
[9] Loudon, D. L., and Della Britta, A. J, Consumer Behavior-Concepts and
Applications,2nd ed , New York: Mc-Graw Hill,1984.
[10] Nunnally, J. C, Psychometrics Methods. NY: McGraw-Hill Company,
1978.
[11] Belk, R. W, "The role of possession in constructing and maintaining a
sense of past, " Advances in Consumer Research, pp.669-676,1990.
[12] Littrell, M. A, "Symbolic significance of textile crafts for tourists,"
Annals of Tourism Research, pp.228-245,1990.
@article{"International Journal of Business, Human and Social Sciences:61346", author = "Ren-Hua Kung and Jen-Chieh Liu and Chih-Teng Chang and Pei-Ti Chen", title = "Exploring the Relationships among Shopping Motivation, Shopping Behavior, and Post- Purchasing Behavior of Mainland Tourists toward Taipei Night Markets", abstract = "The consumption capability of people in China has
been a big issue to tourism business. Due to the increasing of China
tourists, Taiwan-s government rescinded the category of people in
China and opened up the non-stopped airline from China to Taiwan.
The “one-day traveling style between China and Taiwan" has formed,
hoping to bring business to Taiwan. Night market, which shows
foreigners the very local character of Taiwan, contains various
merchandise for consumers to purchase. With the increasing numbers
of non-stopped airline, visiting Taiwan-s night markets has also been
one of major activities to China-s tourists. The purpose of the present
study is to understand the consumer behavior of China tourists in
tourist night markets in Taipei and analyze that if their shopping
motives cause the different shopping behaviors and post-purchase
satisfaction and revisiting intention. The results reveled that for the
China tourists, the motives of significant influence to the shopping
behaviors. Also, the shopping behaviors significant influence to the
whole satisfaction and the whole satisfaction significant influence to
post-purchase behavior.", keywords = "Shopping Motivation, Shopping Behavior,
Satisfaction, Post-Purchase Behavior", volume = "6", number = "8", pages = "2292-6", }