CAJ | 학술논문

从产品对消费者价值的视角入手，基于产品层次理论构建主题公园旅游纪念品重要性评价指标体系，运用因子分析法对评价指标提取公因子，得出主题公园旅游纪念品的核心产品、基本产品、期望产品及附加产品等各层次的具体指标。在此基础上对各产品层次及构成因子进行重要性排序，得出最重要的构成因子为基本产品，其次为附加产品、期望产品，核心价值处于最后位置，而各因子的测度项排名格局却与因子排名格局不一致等结论。
종산품대소비자개치적시각입수，기우산품층차이론구건주제공완여유기념품중요성평개지표체계，운용인자분석법대평개지표제취공인자，득출주제공완여유기념품적핵심산품、기본산품、기망산품급부가산품등각층차적구체지표。재차기출상대각산품층차급구성인자진행중요성배서，득출최중요적구성인자위기본산품，기차위부가산품、기망산품，핵심개치처우최후위치，이각인자적측도항배명격국각여인자배명격국불일치등결론。
From the Angle of product value for consumers,the importance evaluation index system of theme park tourist souvenirs is built based on the theory of product hierarchy. And by using the factor analy-sis method,the common factors which include the core product,basic product,expected product and addition-al product are obtained. The result shows that the most important factor for the tourist perception is the basic product,followed by additional product and expected product,and with the core value in the final position. But the ranking of measurement items are different from the ranking of factors.