A Study On Infulenced Factors Of Consumers Purchasing Behavior In Comprehensive Commercial Street Of Tourist City

Entering the21st century, comprehensive commercial street in the large and medium-sized cities have developed rapidly, not only to bring good economic benefit to the city, but also promote the urban brand, strengthen the urban competitiveness and attractive, so local government attaches great importance to the construction of the comprehensive commercial street. It has become the urban economy and tourism economic development important carrier and it is an important window to show the image of the city.The general domestic and foreign scholars on city comprehensive commercial street research have mainly focused on comprehensive commercial street design and planning, construction, etc. While the domestic scholars focus on the introduction of foreign commercial street examples, learning and commercial street design, modification, etc. from consumer angle study was underpowered. Therefore, this article will introduce consumer perception theory, combined with the example of Hang Zhou tourist city, the tourist city comprehensive business street of the elements of the customers’ purchasing behavior and the influence degree of the different types of consumers on the elements of the perception difference, to give some construction for government and provide reference for comprehensive commercial street reconstruction.Firstly the paper determine the research train of thought by background researching and literature reviewing, and from the theoretical level to define the tourist city and comprehensive commercial concept. based on this, the author proposes the influence consumers in the comprehensive business street purchasing behavior perception conceptual model. Secondly, take the comprehensive commercial street Hang Zhou as an empirical case. Through the questionnaire survey and the application of statistical software SPSS16.0to description analysis, factor analysis, analysis of variance, correlation analysis, multiple regression analysis and so on, sums up the influence consumers in the comprehensive business street purchase behavior of six factors, namely "commercial street form","commercial","format space layout","commercial atmosphere","facilities","commodity type". Using single factor variance analysis different consumer individual attributes on six factors perception difference. Using the correlation analysis and regression analysis to clear the consumption characteristics of individual consumer furtherly. Again, with the help of empirical research, from the comprehensive business image, and format structure, supporting facilities, space layout, business atmosphere, commodity type aspects put forward strategies and recommendations for the government formulated to promote consumer purchase behavior countermeasures to provide references.