中文摘要：

随着中国出境旅游的高速发展,购物成为中国消费者海外旅游过程中必不可少的一个环节,受群体影响的跟风购买又是其突出表现形式。本文通过2×2×2组间因子实验法,分析了参照群体（亲友vs.旅行社）、品牌来源国形象（高vs.低）和产品销量（高vs.低）对中国消费者海外旅游购物趋同行为的影响,同时考察了三者之间可能出现的交互作用。实验结果表明：1参照群体与产品销量对中国消费者海外旅游购物趋同行为均有显著影响;2参照群体与品牌来源国形象对中国消费者海外旅游购物意愿均有显著影响;3参照群体与品牌来源国之间交互效应因产品属性的不同而不同,享乐型产品交互效应显著,功能型产品交互效应不显著;4参照群体与产品销量的交互效应在不同属性的产品之间均不显著。上述结论说明,中国消费者海外旅游购物过程中易受参照群体的影响,而这种影响重点在品牌来源国维度上发生,且不同参照群体、品牌来源国形成的购物趋同因产品属性的不同而存在差异。最后,本文对结论中出现的不一致结果进行了讨论,并指出了进一步研究的方向。

英文摘要：

With the rapid development of Chinese outbound tourism, shopping has become an indispensable part during the process of Chinese consumers＇ overseas travelling, whose typical manifestation is that consumers are influenced by the shopping behavior of the group and blindly follow the group＇s way of shopping. To study the conformity behavior of Chinese tourists＇ overseas-shopping, based on a 2 × 2× 2 multiple-factor experiment, we explored the effect of three independent variables on overseas-shopping conformity behavior of Chinese tourists： reference group （friends vs. travel agency） ; image of brand-originating countries （high vs. low） and sales volume （high vs. low）. We investigated interactions between these three factors and found that both reference groups and sales volume influence the conformity behavior of Chinese tourists＇ overseas-shopping. Reference group and the image of brand-originating countries influence the purchase intention of Chinese tourists＇ overseas-shopping. The interaction between reference groups and the image of brand-originating countries varies depending on product attributes： the interactive effect of hedonic product is significant, and the utilitarian product is not. The interaction between reference groups and sales volume do not influence hedonic products and utilitarian products. Chinese tourists are influenced by reference groups, particularly on the dimension of brand-originating countries when Chinese tourists go shopping abroad. There are differences between conformity behaviors resulting from reference groups and brand-originating countries due to various product attributes. In terms of theory, reference group theory is applied to the research of behavior of Chinese tourists＇ overseas-shopping, which offers a localized analysis perspective to obtain a better understanding of conformity behavior of Chinese tourists＇ overseas-shopping. In terms of practice, it is of particular significance for managers of tourism enterprises to establish appropriat