【摘要】 体验经济时代，旅游购物服务场景成为开发规划和市场营销实践中热点话题。文章以网络点评文本为资料来源，基于扎根理论的方法探索了旅游购物服务场景的多维特征和作用机理。研究发现，旅游购物服务场景的框架体系由4个主范畴（旅游购物服务场景、购物体验、不确定性规避及行为意愿）和11个范畴构成。服务场景对旅游者的影响机理遵循S-O-R理论的基本原理，在主体因素、中介因素和调节因素的共同作用下逐渐形成，对旅游者行为意愿存在显著的复杂影响。旅游购物服务场景具有多维度特征，主要包括品牌声誉、便利设施、购物环境、店铺设计、商品价值和员工服务6个维度。旅游购物服务场景的探索性研究为旅游者行为研究提供了新的视角和内容，为购物服务和场所管理提供了理论参考。更多还原

【Abstract】 In the era of the experience economy, tourism shopping servicescapes have become a prominent topic in development planning and marketing practices. This study uses online review texts as data sources and employs grounded theory methodology to explore the multidimensional characteristics and influence mechanisms of tourism shopping servicescapes. The research finds that the framework of tourism shopping servicescapes consists of four main categories—tourism shopping servicescapes, shopping experience, uncertainty avoidance, and behavioral intentions—and includes a total of eleven subcategories. The influence mechanism of servicescapes on tourists follows the fundamental principles of the Stimulus-Organism-Response(S–O–R) theory, gradually forming under the combined effects of subject factors, mediator factors, and moderator factors, resulting in a significant and complex impact on tourists’ behavioral intentions. Tourism shopping servicescapes exhibit multidimensional features, primarily comprising six dimensions: brand reputation, convenience facilities, shopping environment, store design, product value, and staff service. This exploratory study of tourism shopping servicescapes offers new perspectives and content for research on tourist behavior and provides theoretical references for shopping service and venue management.更多还原