| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 92 === It is claimed that Taiwanese’ unique shopping behaviors are hard to predict than other Asian people. According to the official tourism report from China, Taiwan tourists’ expenditures on tourism shopping are ranked the number one spender with respect to the inbound tourism. The purpose of this study is to investigate the relationship among tourism shopping motives, salesperson selling behaviors, and shopping satisfaction.
This research adopts a convenient sampling method and survey area is CKS International Airport. The data is collected by 540 questionnaires of Taiwanese outbound tourists who have visited Mainland China in one year recently. Among them, 428 completed questionnaires were returned and valid (79% response rate).
By means of using the statistic methods of Correlation and Hieratical Regression Analysis, the results indicate that the relationship between the shopping motives and shopping satisfaction is positive. When the motives are strong, tourists are likely to have very positive satisfaction. Service- or Sales-oriented selling behaviors have negative moderating effect between the shopping motives and shopping satisfaction in terms of attractive prices. Service-oriented selling behaviors produce the positive moderating effect on varieties of goods, quality of goods, and shoppers’ preference. Sales-oriented selling behaviors, on the contrary, have negative moderating effect on quality of goods, Unique/attractive good, and not unavailable in his/her own countries. However, there is no significant moderating effect on fashion/novelty satisfaction under any selling behaviors.
In summary, this research suggests that Taiwan travel operators should wisely choose the shopping stores that know the habitual behaviors of Taiwanese tourists very well. The stores must be qualified for reputable credibility and ongoing sales and services training in an attempt to establish a solid and long-term cooperation with Taiwan travel operators.
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