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중국 관광객의 지각된 쇼핑 경험 가치가 제품 및 점포 만족도에 미치는 영향

The Effects of Chinese Tourists' Perceived Experiential Value on Product and Store Satisfaction

김지민|추호정|이하경|김응태
한국의류산업학회 (The Society of Fashion and Textile Industry)|2015.08|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제17권 제4호|pp. 561-573

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참고문헌

키워드

entertainment즐거움경험적 가치중국 관광객experiential value일탈감chinese touristsescapism
주제분류생활과학

초록

The influence of tourists on the retail market in Korea continues to grow, and China has become the largest outbound-spending nation in the world. Korea’s retail industry must comprehend the sophisticated consumption behavior of Chinese tourists. Hence, we explored how the experiential value of shopping in Korea affected Chinese tourists’ satisfaction levels regarding stores and products. Findings from this study suggest entertainment and escapism mediate the effect of experiential value on consumer attitudes toward products and stores. This research was conducted with Chinese female tourists who shopped in Korea during their latest visit to this country. CFA and SEM were implemented using AMOS 20.0. The analysis of survey data produced interesting results. Visual appeal, crowding, and service excellence had positive impacts on entertainment, and they had a positive influence on both store satisfaction and product satisfaction. Regarding escapism, crowding and economic benefits had positive impacts, whereas visual appeal and service excellence had no effects. Results showed that escapism had a negative influence on attitudes toward both products and stores. To be clear, escapism refers to the status of absorption by which consumers are highly occupied with pleasant feelings, therefore, shopping when the motive of escapism is high is likely to be less rational and more impulsive. In this study, the diverse roles of different emotions associated with entertainment and escapism in the context of tourism shopping were identified. The findings provide practical implications for developing retail strategies and highlight the importance of the experiential values of shopping for tourists.

Abstract

The influence of tourists on the retail market in Korea continues to grow, and China has become the largest outbound-spending nation in the world. Korea’s retail industry must comprehend the sophisticated consumption behavior of Chinese tourists. Hence, we explored how the experiential value of shopping in Korea affected Chinese tourists’ satisfaction levels regarding stores and products. Findings from this study suggest entertainment and escapism mediate the effect of experiential value on consumer attitudes toward products and stores. This research was conducted with Chinese female tourists who shopped in Korea during their latest visit to this country. CFA and SEM were implemented using AMOS 20.0. The analysis of survey data produced interesting results. Visual appeal, crowding, and service excellence had positive impacts on entertainment, and they had a positive influence on both store satisfaction and product satisfaction. Regarding escapism, crowding and economic benefits had positive impacts, whereas visual appeal and service excellence had no effects. Results showed that escapism had a negative influence on attitudes toward both products and stores. To be clear, escapism refers to the status of absorption by which consumers are highly occupied with pleasant feelings, therefore, shopping when the motive of escapism is high is likely to be less rational and more impulsive. In this study, the diverse roles of different emotions associated with entertainment and escapism in the context of tourism shopping were identified. The findings provide practical implications for developing retail strategies and highlight the importance of the experiential values of shopping for tourists.

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