Examining Tourists’ Information Searching and Purchase Intention

- A Case Study of Chinese Tourists in Japan -

Abstract

The study investigated the influence of consumer ‘s involvement and knowledge on information searching behavior. Specially, the study examined how Chinese tourists search and use information according to the different level of “nvolvement /knowledge” in fashion purchasing of the stay in Japan, and seek marketing and communication strategies for destination. The results confirmed that “involvement /knowledge” positively affected information searching behavior. Self-evaluated knowledge and involvement on fashion has a strong impact on the tourist purchase behavior at the destination. The higher the involvement and knowledge of fashion, the more likely they are to purchase gifts for their ownselves (self-gifts) and gifts for others (other-gifts) too.