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탈출-추구이론을 중심으로 본 관광쇼핑행동에 대한 비교문화연구-한국, 중국, 일본 소비자의 패션쇼핑을 중심으로-

Cross-Cultural Study of Tourism Shopping Behavior Based on Escaping-Seeking Theory - Focused on Korean, Chinese, and Japanese fashion consumers -

허희진
한국의류산업학회 (The Society of Fashion and Textile Industry)|2022.12|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제24권 제6호|pp. 744-755

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참고문헌

키워드

비교문화관광쇼핑가치cross-culture관광쇼핑탈출-추구동기관광쇼핑행동tourism shoppingescaping-seeking motivationtourist shopping valuetourism shopping behavior
주제분류생활과학

초록

This study sought to verify the shopping values that tourists pursue by purchasing at travel destinations basedon tourists' motivation and identify the effects of these values on the types of fashion items preferred by tourists. Furthermore,this study verified the tourist shopping behavior of three Asian countries–Korea, China, and Japan–from across-cultural perspective. To obtain a sample that represents tourist shoppers in each country, a survey was conductedon adult men and women in their 20s to 60s, and 986 subjects were collected: 300 Koreans, 385 Chinese, and 301 Japanese. Factor analysis, structural equation modeling, and multigroup SEM were performed on the collected data usingSPSS Statistics and AMOS. Based on escaping-seeking theory, tourist intentions were divided into escaping and seekingmotivations, and tourist shopping values were divided into functional, emotional, and social. The shopping items weredivided into materials and experiential goods to understand the difference between the types preferred by tourists accordingto the perceived value. In addition, differences in tourist shopping behaviors according to the three nationalities wereidentified. The findings illustrate that the escaping motive affects emotional and social values, whereas the seeking motiveaffects all three. Moreover, it was confirmed that functional and emotional values affect preference for material and experientialgoods, but social value only affects preference for material goods. For the cross-cultural study, differences in touristshopping behavior according to nationality were identified.

Abstract

This study sought to verify the shopping values that tourists pursue by purchasing at travel destinations basedon tourists' motivation and identify the effects of these values on the types of fashion items preferred by tourists. Furthermore,this study verified the tourist shopping behavior of three Asian countries–Korea, China, and Japan–from across-cultural perspective. To obtain a sample that represents tourist shoppers in each country, a survey was conductedon adult men and women in their 20s to 60s, and 986 subjects were collected: 300 Koreans, 385 Chinese, and 301 Japanese. Factor analysis, structural equation modeling, and multigroup SEM were performed on the collected data usingSPSS Statistics and AMOS. Based on escaping-seeking theory, tourist intentions were divided into escaping and seekingmotivations, and tourist shopping values were divided into functional, emotional, and social. The shopping items weredivided into materials and experiential goods to understand the difference between the types preferred by tourists accordingto the perceived value. In addition, differences in tourist shopping behaviors according to the three nationalities wereidentified. The findings illustrate that the escaping motive affects emotional and social values, whereas the seeking motiveaffects all three. Moreover, it was confirmed that functional and emotional values affect preference for material and experientialgoods, but social value only affects preference for material goods. For the cross-cultural study, differences in touristshopping behavior according to nationality were identified.

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