- 规划与建设
- 文章编号：1009-6000(2025)07-0119-06
- 中图分类号：F590 文献标识码：A
- Doi：10.3969/j.issn.1009-6000.2025.07.018
- 项目基金：国家社科基金项目“中国康养产业高质量发展的统计测度与政策优化研究”（22BT J068）；全国餐饮行指委年度课题“近代上海番菜馆的发展与演变研究” （CYHZW-YB2025064）。
- 作者简介：马红涛，上海旅游高等专科学校/上海师范大学旅游学院讲师，博士，研究方向为旅游者行为和旅游购物；
王敏，通信作者，上海师范大学旅游学院讲师，博士，研究方向为旅游公共治理；
楼嘉军，华东师范大学经济与管理学院教授，博士，博士生导师，研究方向为城市休闲；李振环，宁波财经学院人文学院讲师，博士，研究方向为文化和旅游产业融合。
- 旅游购物服务场景结构维度及对行为意愿的作用机理——基于扎根理论的探索性研究
- The Structural Dimensions of Tourism Shopping Servicescapes and Its Mechanisms of Influence on Behavioral Intentions: An Exploratory Study Based on Grounded Theory
- 马红涛 王敏 楼嘉军 李振环
- MA Hongtao WANG Min LOU Jiajun LI Zhenhuan
- 摘要：
体验经济时代，旅游购物服务场景成为开发规划和市场营销实践中热点话题。文章以网络点评文本为资料来源，基于扎根理论的方法探索了旅游购物服务场景的多维特征和作用机理。研究发现，旅游购物服务场景的框架体系由 4 个主范畴（旅游购物服务场景、购物体验、不确定性规避及行为意愿）和 11 个范畴构成。服务场景对旅游者的影响机理遵循 S-O-R 理论的基本原理，在主体因素、中介因素和调节因素的共同作用下逐渐形成，对旅游者行为意愿存在显著的复杂影响。旅游购物服务场景具有多维度特征，主要包括品牌声誉、便利设施、购物环境、店铺设计、商品价值和员工服务 6 个维度。旅游购物服务场景的探索性研究为旅游者行为研究提供了新的视角和内容，为购物服务和场所管理提供了理论参考。 - 关键词：
旅游购物；服务场景；结构维度；扎根理论；探索性研究 - Abstract: In the era of the experience economy, tourism shopping servicescapes have become a prominent topic in development planning and marketing practices. This study uses online review texts as data sources and employs grounded theory methodology to explore the multidimensional characteristics and influence mechanisms of tourism shopping servicescapes. The research finds that the framework of tourism shopping servicescapes consists of four main categories—tourism shopping servicescapes, shopping experience, uncertainty avoidance, and behavioral intentions—and includes a total of eleven subcategories. The influence mechanism of servicescapes on tourists follows the fundamental principles of the Stimulus-Organism-Response (S–O–R) theory, gradually forming under the combined effects of subject factors, mediator factors, and moderator factors, resulting in a significant and complex impact on tourists’ behavioral intentions. Tourism shopping servicescapes exhibit multidimensional features, primarily comprising six dimensions: brand reputation, convenience facilities, shopping environment, store design, product value, and staff service. This exploratory study of tourism shopping servicescapes offers new perspectives and content for research on tourist behavior and provides theoretical references for shopping service and venue management.
- Key words: tourism shopping; servicescapes; structural dimension; Grounded theory; explorative research