Departmental Bulletin Paper 訪日観光客における観光土産のオンライン・リピート購買の研究 : 中国人観光客を対象に
Perceived Risk of Online Repeat Purchases of Travel Souvenirs: The Case of Chinese Tourists in Japan (Special Issue Dedicated to Professor IMAKI Hidekazu,Professor CHUN Jae-Moon)

辻本, 法子

Japan has experienced an increase in foreign tourism, and this number stood at 13.4 million in 2014. Inbound tourists in the fiscal 2014 increased by 43.1% on a year-on-year basis, with travel consumption valued at \2.28 trillion. This increase in travel consumption is attributable to tourists from China. A travel souvenir is a one-time purchase for a foreign tourist visiting Japan. To improve the sales of travel souvenirs, it is important that tourists make repeat purchases. I believe it is possible to promote repeat purchases through an online shop. Considering consumer behavior, perceived risks are the primary aspects of online purchasing. Prior research has shown that a reduction in the perceived risks can lead to an increase in sales. There are five primary perceived risks as follows: (1) Product performance risk, (2) Financial risk, (3) Psycho- logical risk, (4) Time/ convenience loss risk, (5) Benefit loss risk. Through research on the Internet, I investigate the repeat purchase behavior of online consumers of travel souvenirs of Chinese tourists visiting Japan. I examine the following three purchase patterns and compare the perceived risk: (1) Purchasing souvenirs from an online Japanese store, operated directly by a company, (2) Purchasing from an online Japanese store managed by a retailer, 3) Purchasing from an online mall in China, such as Tmall. The results indicate that the product performance risk is lowest when souvenirs are purchased from an online Japanese store operated directly by a company.

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