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港人北上内地旅游的人数和消费金额逐年递增,但人均消费开支和购物所占比例却非常之少。情景实验结果表明:无论是搜索产品还是体验产品,香港居民都倾向于购买西方品牌而非中国品牌;如果搜索产品同为中国品牌,香港消费者更愿意购买低价而非高价产品;对于体验产品,香港居民在内地更愿意购买低价格的产品,当他们欲购买低价格的中国品牌产品时,也更愿意在内地购买而非在香港购买。
The number of people traveling to and from the Mainland to Hong Kong and the amount spent on spending on the Mainland have been increasing year by year, but the proportion of spending and shopping per head per capita has been very small. The results of the scenario experiment show that Hong Kong residents prefer to buy Western brands rather than Chinese brands whether they are searching for products or experiencing products. If the search products are both Chinese brands, Hong Kong consumers are more willing to buy low-priced products than high-priced products. Hong Kong residents are more willing to buy low-priced products in the Mainland. When they want to buy low-priced Chinese branded products, they are more willing to buy in the Mainland than in Hong Kong.