| Summary: | 碩士 === 國立東華大學 === 管理學院高階經營管理碩士在職專班 === 100 === With the reform and opening up of mainland politics, the economy took off by leaps and bounds; people began to accumulation of wealth rapidly. To people from the mainland, because of political considerations, Taiwan has unbreakable barriers. when this barriers disappear with the opening up of cross-strait tourism policy, mainland residents fought to come to Taiwan, to find out the land of legend.
With its rapid improvement of living standards, people from the mainland while touring in Taiwan, often will show a number of specific consumption patterns. This study is to observe the consumption spindle, from different aspects and angles such as immersion experience, perceived value and materialism. To analyze and explore this special consumer behavior, research materials, questionnaires, and statistical tools are used to analyze and explain results.
The results showed that: (1) immersion experience, clear goals and self-control have significant positive correlation between conspicuous consumption. (2) immersion experience and self-consciousness have negative correlation with the conspicuous consumption. From the above two findings, that conspicuous consumption is driven by strong subjective awareness, motivation and behavior. (3) materialism and conspicuous consumption have significant positive correlation.
Based on these results, the following are recommendations: (1) regular professional training in their own learning can strengthen tourism practitioners. (2) Government should improve the moral constraints and cohesion within the tourism industry, and create safety of tourist consumption environment. (3) to improve product value and competitiveness.
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