The Study on Repeat Purchasing Behavior on Cross-Border Electronic Commerce of Travel Souvenirs

2018 Fiscal Year Final Research Report

• Project/Area Number: 16K02095
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Tourism Studies
• Research Institution: Momoyama Gakuin University
• Principal Investigator: TSUJIMOTO NORIKO 桃山学院大学, 経営学部, 教授 (80633958)
• Project Period (FY): 2016-04-01 – 2019-03-31
• Keywords: 観光土産 / 地域活性化 / インバウンド観光 / 越境EC / 消費者購買行動 / 中国人旅行者

Outline of Final Research Achievements

This study proposes a new viewpoint on the travel souvenir purchasing behavior of Chinese tourists in Japan. The purchase of a travel souvenir is typically a one-time purchase by a tourist during a visit to a location. To increase the sales of travel souvenirs, it is important to promote repeat purchases.
The study noted the following. First, visits by Chinese middle-class tourists　increased in 2016. Second, as for the person with multiple visit-to-Japan experiences, repeat purchases of travel souvenirs may increase. Third, Hokkaido has succeeded in improving Chinese tourist awareness of specialty products, Chinese tourists have a strong intention to purchase on-line after returning home, and the purchase intention for seasonal agricultural products is particularly strong. Fourth, a recipient who visited Japan tends to buy the same souvenir received after he/she received it. Fifth, a recipient who visited Japan tends to have brand awareness of receiving souvenirs.

Free Research Field

マーケティング論、消費者行動研究

Academic Significance and Societal Importance of the Research Achievements

本研究の学術的意義は、まず、今までの観光研究ではほとんど論じられていない越境ECによる観光土産のリピート購買について焦点をあてたこと、次に、これまで伝統的なマーケティング論においては買い手と売り手の関係が主に論じられてきたが、売り手と買い手に加えて受け手に焦点をあてたことである。
社会的意義は、まず、越境ECによる販路のグローバル化を実現に寄与することで、季節変動が大きい観光産業の閑散期における商品の需要を高め経済的安定が期待できること、次に、インバウンド観光に対応した観光土産の商品開発の知見が得られることである。