以黄山市国内旅游购物者为例,根据旅游购物者的商品属性偏好和购物介入的不同,采用因子分析和分层聚类法等数学方法,将旅游购物者划分为追求实际的购物爱好者,追求消闲的购物热衷者,追求文化享受的购物冷漠者3类,并对比分析了不同类型旅游购物者的具体购物行为特征。
Tourism shoppers’preferences, involvement and segmentation were investigated based on the results of a questionnaire survey in Huangshan. Some mathematic methods, including principal component analysis and cluster analysis, were used in the research. The tourism shoppers were segmented into three distinctive types of "shopping enthusiast pursuing practical items", "shopping lover pursuing relaxation" and "indifferent shopper enjoying culture feature" according to their preferences for commodity characters and involvement levels. Furthermore, different features of shopping behavior were compared among these groups. And a Chi-square analysis was conducted to make sure that whether there are significant discrepancies among the three types in their demographic characters.
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