CAJ | 학술논문

文章以苏州游客和居民为研究对象，采用抽样调查获得基础数据，以受访者的休闲购物涉入为切入点，分析案例地居民和游客的休闲购物行为，进而探究休闲购物的总体特征，以期为国内休闲购物的良性发展及相关部门合理规划和布局休闲购物空间提供理论指导。研究发现：休闲购物存在多种情境中，与消费者的个人特质、动机、旅行的社会背景和目的地的特征显著相关；休闲购物涉入与满意度显著相关，是影响休闲购物满意度的重要因素；休闲购物是一种多面性多层次的消费活动，消费者在同一个或者不同场合休闲购物可能包含多个消费活动的方式；感知购物环境影响居民和游客的休闲购物行为和满意度。
문장이소주유객화거민위연구대상，채용추양조사획득기출수거，이수방자적휴한구물섭입위절입점，분석안례지거민화유객적휴한구물행위，진이탐구휴한구물적총체특정，이기위국내휴한구물적량성발전급상관부문합리규화화포국휴한구물공간제공이론지도。연구발현：휴한구물존재다충정경중，여소비자적개인특질、동궤、여행적사회배경화목적지적특정현저상관；휴한구물섭입여만의도현저상관，시영향휴한구물만의도적중요인소；휴한구물시일충다면성다층차적소비활동，소비자재동일개혹자불동장합휴한구물가능포함다개소비활동적방식；감지구물배경영향거민화유객적휴한구물행위화만의도。
This paper,based on tourists and residents in Suzhou city as the study object and gaining the basic data from the survey, takes participants’ leisure shopping involvement as the breakthrough point to analyze leisure shopping behavior of residents and visitors in Suzhou city. Furthermore,it carries out an analysis on the general characteristics of leisure shopping. The paper aims to provide theoretical guidelines for the healthy development of domestic leisure shopping and for the relevant departments to make reasonable planning and layout of leisure shopping space. The results show that：Leisure shopping exists in a variety of circumstances,which are dependent on individual characteristics,motivations,the social setting of trip and the features of the destination. Leisure shopping involvement is significantly associated with the degree of satisfaction,which has an important impact on the degree of satisfaction. Leisure shopping is a multi-faceted and multi-level consumption,consumers in the same or different shopping may contain multiple consumption activities. The perception of shopping environment has an impact on behavior and satisfaction of residents and visitors.