The Study On Differences Of The Involvement And Involvement Antecedents Among The Folk Festival Visitors With Different Personality

Involvement and involvement antecedents are important aspects of consumer behaviorresearch, directly affecting the consumer’s purchasing decisions. Currently the study ofInvolvement and involvement antecedents are also mainly on physical products, but with thedevelopment of the tertiary industry, in recent years, the theory has been introduced to theresearch of leisure products.Revewing all previous related literatures found that though the research on our tourismInvolvement and involvement antecedents are still in a preliminary stage, but have attractedthe attention of experts and scholars. For existing literature po int of view on touristsinvolvement, involvement antecedents’reaserch are mainly characterized by two features:First, the object of study is based on tourist attractions tourists mainly, rarely coming to folkfestivals tourists. Therefore, it is necessary to investigate the applicability of involvementtheory to the the folk festival visitors; Second, the research of involvement antecedents aregenerally focusing on entertainment, social visibility, risk probability, risk consequences andproduct importance, personal interests, product knowledge, lifestyle, etc., ignoring theaffection of the tourists personality traits. Based on this, the study is divided into two parts:the first part of the validation involvement antecedents theory of general consumers or touristsin the past is also suitable for the festival visitors; the second part trying to select a veryimportant character in the personality traits personality, is to explore the impact ofpersonality on the involvement and involvement antecedents of the festival visitors andfurther explore and improve the factors that affect the festival visitors Involvement.Through the way of questionnaire survey，the study conducts a sample survey to thevisitors who participated in2012needlework culture festival in Guangzhou, and analyze theresulting samples using statistical analysis including the descriptive statistics, reliabilityanalysis, factor analysis, regression analysis, to exp lore the factors which impact the folkfestival visitors,involvement. At the same time, the study take visitors into a different type inaccordance with character as the standard, to explore that if visitors have different personalitytypes, theirs festivals involvement as well as involvement prior is difference. The result showsthat: First, Product entertainment/importance, social visibility, risk possibility/consequences,personal interests and production knowledge have a positive correlation with folk festivalstourists involvement; Second, character of the folk festival visitors has a significant impact oninvolvement; Third, Character of the folk festival visitors has a significant impact on production knowledge and personal interest; The fourth, it is different degree of influencebye each involvement antecedents on involvement to different personality types folk festivalvisitors.