본문 바로가기
KERD
논문KCI 등재

관광쇼핑가치 척도개발과 타당화

Scale Development and Validation of Tourist Shopping Value

추호정|허희진
한국소비자학회 (Korean Society Of Consumer Studies)|2019.04|소비자학연구 (Journal of Consumer Studies)|제30권 제2호|pp. 85-116|DOI http://dx.doi.org/10.35736/JCS.30.2.5

0

조회

0

다운로드

11

인용

0

참고문헌

키워드

척도 개발scale development관광쇼핑가치쇼핑가치shopping value관광쇼핑tourism shoppingtourist shopping value관광쇼핑가치 척도tourist shopping value scale
주제분류경제학

초록

관광객들의 시간투자와 비용지출 측면에서 쇼핑은 관광에서 중요한 부분을 차지하며, 관광객들은 다양한 쇼핑가치를 지각한다. 관광쇼핑은 일상생활에서의 쇼핑과 다르며, 관광이라는 맥락의 효과로 인해 쇼핑경험으로부터 추구하는 가치도 다르다고 할 수 있다. 많은 선행 연구에서 관광쇼핑객들의 쇼핑가치를 측정하고 있으나, 기존의 일상에서의 쇼핑가치를 수정하여 사용하고 있다. 따라서 본 연구에서는 관광맥락에 보다 초점을 맞추어 관광지에서 쇼핑을 하는 여행객들이 지각하는 쇼핑가치를 포괄적으로 포함하는 관광쇼핑가치의 다차원적 요인구조를 확인하고, 이 러한 개념들이 반영된 관광쇼핑가치 척도를 개발하고자 하였다. 관광쇼핑, 쇼핑가치 등과 관련한 문헌 고찰을 통해 관광쇼핑가치 척도개발을 위한 이론적 틀을 규명하고 초기문항을 도출하였다. 이후 선행연구에서 간과된 부분과 최근 관광쇼핑 환경변화에 적용하기 위해 질적 연구를 실시하였고 측정문항 내용은 심층면담 내용을 바탕으로 수정 및 보완되었다. 관광쇼핑가치의 신뢰성과 타당성에 대한 통계적 검증을 위하여 총 2회의 온라인 설문조사를 실시하고 분석하였다. 각 과정에서 타당도와 신뢰도를 저해하는 문장을 제거함으로써 문항의 정제 과정을 거쳐 최종 여섯 가지 관광쇼핑가치 척도 24문항을 도출하였다. 관광쇼핑가치는 관광쇼핑에 대한 관심이 증가하고 있는 현시점에서 관광쇼핑객들의 행동을 이해하고 예측하는데 중요한 요소이다. 또한 관광만족도에 영향을 미치는 중요한 요소로서 관광객들이 쇼핑을 통해 진정으로 원하고 중요하게 생각하는 것이 무엇인가를 나타내는 관광쇼핑가치를 측정하는 것은 매우 중요하다. 관광객들이 쇼핑을 통해 추구하는 가치는 일상의 쇼핑환경에서 추구하는 가치와 다를 수 있으며 관광맥락을 반영한 쇼핑가치를 포괄적으로 포함하는 관광쇼핑가치의 개념적 구조를 규명하고, 타당한 측정도구를 제안하기 위해 질적/양적 연구방법을 통하여 신뢰성과 타당성이 확보된 척도를 제안한다는데 의의가 있다. 본 연구에서 개발된 관광쇼핑가치 척도가 관광쇼핑분야에 대한 이해의 폭을 넓히고, 실증연구 수행을 위한 유용한 도구로 사용되기를 기대한다.

Abstract

Shopping is an important part of tourism, and tourists perceive diverse shopping values during their travel. The values pursued through shopping experiences during traveling also differ because of the contextual effect of tourism. The shopping values of tourists were measured in many previous researches, but they were largely modified versions of daily shopping values. Comparatively, by focusing on the tourist context, the present study identifies the multi- dimensional structure of tourist shopping values as how they are perceived by individuals who shop in tourist destinations, the aim of which is to develop a tourist shopping value scale that reflect such concepts. The study also restructures and conducts literature review and in-depth interviews in accordance with the scale development paradigm of Churchill (1979) and the procedures proposed by Hinkin (1995) and Tian et al. (2001), respectively. The literature on tourist shopping and related values was examined to clarify the theoretical framework for the development of a tourist shopping value scale. On the basis of previous research, shopping values was classified into four categories, namely, functional, emotional, social, and epistemic values. Then, on the basis of the sub-dimensions, the initial questions for the tourist shopping value scale were derived, also by referring to previous research. Frequently asked questions in existing work were selected to measure consumption and shopping values, after which questions consistent with the meanings of values intended for the measurement of the present study were clarified. Subsequently, the initial scale pool with the questions was composed. Qualitative research was thereafter conducted to include items that were neglected in previous research, and those missing items were applied in accordance with recent changes in tourist shopping environments. In-depth interviews with participants regarding their tourist shopping experiences were carried out, and the sub-factors of tourist shopping values were derived by categorizing the collected data through a coding process. Furthermore, the content of the questions used to measure each value was modified by supplementing additional questions on the basis of the in-depth interviews. Two-tiered online surveys were performed to statistically verify the credibility and validity of tourist shopping values. To revise and complement the tourist shopping value scale adopted from literature and derived by qualitative research, a primary survey was conducted. The primary research identified six values, namely, the five previously presented emotional, social, conditional, functional, and epistemic values, and the social values that was sub-divided into two factors. Factors corresponding to consciousness of others’ views were derived from social values, whereas shared values, or the intent to share experiences related to other stories, were derived from other values. The proposed six values drawn from the primary survey were confirmed through a secondary survey. Consequently, 6 tourist shopping values and 24 scales were identified. To evaluate the conceptual validity of the measured questions, the convergent and discriminant validity criteria were reviewed and verified through statistical methods. The result showed that all six tourist shopping values were statistically correlated with the degrees of shopping and tourist satisfaction. A scale of 24 questions was proposed, and the scale was determined reliable and valid based on the multi-dimensional models composed of the six factors of tourist shopping values examined by this study. As the importance of tourist shopping increases and the need for shopping-related research to reflect changes in the tourist environment becomes apparent, a reliable and valid scale using scientific and objective methods should be developed to examine the conceptual structure of tourist shopping values. Consequently, a valid measurement tool is necessitated. Consumers who shop in tourist destinations may pursue values differently from others with the same nationality in ordinary shopping environments. The results of this study may contribute to the recognition of such differences by retailers who can actively reflect on the factors considered by tourist shoppers as important, thereby helping the retailers establish their marketing strategies.

참고문헌 (72)

  1. 고동우, "프레임에 따른 일상과 관광의 소비지출행동 비교", 관광학연구, 35(4), pp.259~277 (2011), 한국관광학회
  2. 구명진, "소비가치 측정을 위한 척도개발 연구", 소비자학연구, 26(6), pp.235~266 (2015), 한국소비자학회
  3. KIM YUNHI, "관광객 무계획 공간행동의 영향요인에 관한 탐색적 연구", 관광학연구, 33(1), pp.381~399 (2009), 한국관광학회
  4. 김은영, "일본인 관광객의 쇼핑관광 구매행동에 관한 연구", 석사, 호텔관광경영학, pp.2003
  5. 2016 외래관광객 실태조사, "문화체육관광부", ~ (2017)
  6. 배무안, "소비자행동론" (2002), 두남
  7. 정수연, "온라인쇼핑가치가 사이트속성중요도와 쇼핑의도에 미치는 영향에 관한 국제비교연구", 박사, 디지털경영학, pp.2009
  8. 최영석, "공간구문론에 의한 관광지 시설물의 공간위상학적 특성과 방문객 공간인지와의 관계분석", 관광레저연구, 24(4), pp.379~400 (2012), (사)한국관광레저학회[DOI]
  9. 2016년 12월 외래객입국․국민해외여행객 및 관광수입․지출 동향, "한국관광공사", 국제관광전략팀, ~ (2017)
  10. Alegre, Joaquín, "Tourist Characteristics that Influence Shopping Participation and Expenditures", International Journal of Culture, Tourism and Hospitality Research, 6(3), pp.223~237 (2012)
  11. Anderson, Luella F, "Souvenir-Purchase Behavior of Women Tourist", Annals of Tourism Research, 22(3), pp.328~348 (1995)
  12. Arnold, Mark J, "Hedonic Shopping Motivations", Journal of Retailing, 79(2), pp.77~95 (2003)
  13. Babin, Barry J, "Work and", or Fun : Measuring Hedonic and Utilitarian Shopping Value, 1994, pp.20(4), 644~656
  14. Baker, Stacey Menzel, "On the Symbolic Meaning of Souvenirs for Children", Research in Consumer Behavior, 10, pp.213~252 (2006)
  15. Bhattacharjee, Amit, "Happiness from Ordinary and Extraordinary Experiences", Journal of Consumer Research, 41(1), pp.1~17 (2014)
  16. Belk, Russell W, "Place Attachment. Human Behavior and Environment" (1992), Springer
  17. Bello, Daniel C, "The Role of Novelty in the Pleasure Travel Experience", Journal of Travel Research, 24(1), pp.20~26 (1985)
  18. Brown, G, "Choice and demand in tourism" (1992), Mansell
  19. Choi, Mi Ju, "Developing a Typology of Chinese Shopping Tourists : An Application of the Schwartz model of Universal Human Values", Journal of Travel & Tourism Marketing, 33(2), pp.1~21 (2016)
  20. Churchill. Gilbert A. Jr, "A Paradigm for Developing Better Measures of Marketing Constructs", Journal of Marketing Research, 16(1), pp.64~73 (1979)
  21. Crompton, John L, "Motivations for Pleasure Vacation", Annals of Tourism Research, 6(4), pp.408~424 (1979)
  22. Tourism Geographies : Practices and Geographical Knowledge, "Leisure", pp.1999, Crouch, David
  23. Davis, Lizhu, "Consumer Shopping Value : An Investigation of Shopping Trip Value, In-Store Shopping Value and Retail Format", Journal of Retailing and Consumer Services, 19(2), pp.229~239 (2012)
  24. Elo, Satu, "The Qualitative Content Analysis Process", Journal of Advanced Nursing, 62(1), pp.107~115 (2008)
  25. Fischer, Eileen, "More than a Labor of Love : Gender Roles and Christmas Gift Shopping", Journal of Consumer Research, 17(3), pp.333~345 (1990)
  26. Fodness, Dale, "Measuring Tourist Motivation", Annals of Tourism Research, 21(3), pp.555~581 (1994)
  27. Fornell, Claes, "Structural Equation Model with Unobservable Variables and Measurement Error : Algebra and Statistics", Journal of Marketing Research, 18(3), pp.382~388 (1981)
  28. Gallarza, Martina G, "Value Dimensions, Perceived Value, Satisfaction and Loyalty : An Investigation of University Students’ Travel Behavior", Tourism Management, 27(3), pp.437~452 (2006)
  29. Gallarza, Martina G, "The Value of Value : Further Excursions on the Meaning and Role of Customer Value", Journal of Consumer Behavior, 10(4), pp.179~191 (2011)
  30. Geuens, Maggie, "Developing a Typology of Airport Shoppers", Tourism Management, 25(5), pp.615~622 (2004)
  31. Hinkin, Timothy R, "A Review of Scale Development Practices in the Study of Organizations", Journal of Management, 21(5), pp.967~988 (1995)
  32. Hinkin, Timothy R, "Scale Construction : Developing Reliable and Valid Measurement Instruments", Journal of Hospitality & Tourism Research, 21(1), pp.100~120 (1997)
  33. Elizabeth C. Hirschman, "Hedonic Consumption : Emerging Concepts, Methods and Propositions", Journal of Marketing, 46(3), pp.92~101 (1982)
  34. Holbrook, Morris B, "Quality and Value in the Consumption Experience : Phaedrus Rides Again", Perceived Quality, 31(2), pp.31~57 (1985)
  35. Hu, Bo, "Segmentation by Craft Selection Criteria and Shopping Involvement", Tourism Management, 28(4), pp.1079~1092 (2007)
  36. Iso-Ahola, Seppo E, "Toward a Social Psychological Theory of Tourism Motivation : A Rejoinder", Annals of Tourism Research, 9(2), pp.256~262 (1982)
  37. Jansen-Verbeke, Myriam, "Leisure Shopping:A Magic Concept for the Tourism Industry?", Tourism Management, 12(1), pp.9~14 (1991)
  38. Jin, Haipeng, "Making Sense of Tourist Shopping Research : A Critical Review", Tourism Management, 62, pp.120~134 (2017)
  39. Jones, Michael A, "Entertaining Shopping Experiences : An Exploratory Investigation", Journal of Retailing and Consumer Services, 6(3), pp.129~139 (1999)
  40. Josiam, Bharath M, "Involvement and the Tourist Shopper : Using the Involvement Construct to Segment the American Tourist Shopper at the Mall", Journal of Vacation Marketing, 11(2), pp.135~154 (2005)
  41. Kinley, Tammy R, "Why and Where Tourists Shop : Motivations of Tourist-Shopper and Their Preferred Shopping Center Attribute", Journal of Shopping Center Research, 10(1), pp.7~28 (2003)
  42. Kim, Yeong Gug, "Building a Model of Local Food Consumption on Trips and Holidays : A Grounded Theory Approach", International Journal of Hospitality Management, 28(3), pp.423~431 (2009)
  43. LaBarbera, Priscilla A, "The Nouveaux Riches : Conspicuous Consumption and the Issue of Self-Fulfillment", Research in Consumer Behavior, 3, pp.179~210 (1988)
  44. Lin, Yi-Hsin, "Passengers’Shopping Motivations and Commercial Activities at Airports: The Moderating Effects of Time Pressure and Impulse Buying Tendency", Tourism Management, 36, pp.426~434 (2013)
  45. Oh, Joanne Yoon-Jung, "Predictors of Tourists’ Shopping Behaviour : Examination of Socio-demographic Characteristics and Trip Typologies", Journal of Vacation Marketing, 10(4), pp.308~319 (2004)
  46. Pizam, Abraham, "Customer Satisfaction and its Measurement in Hospitality Enterprises", International Journal of Contemporary Hospitality Management, 11(7), pp.326~339 (1999)
  47. Rokeach, Milton, "The Nature of Human Values" (1973), Free Press
  48. LeHew, Melody L.A, "Tourist Shoppers’ Satisfaction with Regional Shopping Mall Experiences", International Journal of Culture, Tourism and Hospitality Research, 1(1), pp.82~96 (2007)
  49. Li, Mimi, "The Effects of Personal Values on Travel Motivation and Behavioral Intention", Journal of Travel Research, 51(4), pp.473~487 (2012)
  50. Littrell, Mary Ann, "What Makes a Craft Souvenir Authentic?", Annals of Tourism Research, 20(1), pp.197~215 (1993)
  51. Lloyd, Alison E, "An Examination of the Differences in Retail Service Evaluation Between Domestic and Tourist Shoppers in Hong Kong", Tourism Management, 32(3), pp.520~533 (2011)
  52. Mathwick, Charla, "Experiential Value : Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment", Journal of Retailing, 77(1), pp.39~56 (2001)
  53. Menzly, Lior, "Market Segmentation and Cross-predictability of Return", The Journal of Finance, 65(4), pp.1555~1580 (2010)
  54. Michalkó, Gábor, "Croatian Shopping Tourism in Hungary : The Case Study of Barcs", Tourism, 52(4), pp.351~359 (2004)
  55. Moscardo, Gianna, "Shopping as a Destination Attraction : An Empirical Examination of the Role of Shopping in Tourists’ Destination Choice and Experience", Journal of Vacation Marketing, 10(4), pp.294~307 (2004)
  56. Murphy, Laurie, "Evaluating Tourist Satisfaction with the Retail Experience in a Typical Tourist Shopping Village", Journal of Retailing and Consumer Services, 18(4), pp.302~310 (2011)
  57. Rintamäki, Timo, "Decomposing the Value of Department Store Shopping into Utilitarian, Hedonic and Social Dimensions : Evidence from Finland", International Journal of Retail & Distribution Management, 34(1), pp.6~24 (2006)
  58. Sheth, Jagdish N, "Why We Buy What We Buy : A Theory of Consumption Values", Journal of Business Research, 22(2), pp.159~170 (1991)
  59. Strauss, Anselm, "Grounded Theory in Practice" (1997), Sage Publications
  60. Sweeney, Jillian C, "Consumer Perceived Value : The Development of a Multiple Item Scale", Journal of Retailing, 77(2), pp.203~220 (2001)
  61. Tian, Kelly Tepper, "Consumers’ Need for Uniqueness : Scale Development and Validation", Journal of Consumer Research, 28(1), pp.50~66 (2001)
  62. Timothy, Dallen J, "Shopping Tourism, Retailing and Leisure" (2005), Channel View
  63. Timothy, Dallen J, "Cross-border Shopping : A North American Perspective", Annals of Tourism Research, 22(1), pp.16~34 (1995)
  64. Tosun, Cevt, "Tourist Shopping Experiences and Satisfaction", International Journal of Tourism Research, 9(2), pp.87~102 (2007)
  65. Turner, Lindsay W, "Shopping Satisfaction for Domestic Tourists", Journal of Retailing and Consumer Services, 8(1), pp.15~27 (2001)
  66. Vinson, Donald E, "The Role of Personal Values in Marketing and Consumer Behavior", Journal of Marketing, 41(2), pp.44~50 (1977)
  67. Williams, Paul, "Value, Satisfaction and Behavioral Intentions in an Adventure Tourism Consumers", Annals of Tourism Research, 36(3), pp.413~438 (2009)
  68. Weiler, Betty, "Special Interest Tourism" (1992), Belhaven Press
  69. Wong, James, "Difference in Shopping Satisfaction Levels : A Study of Tourists in Hong Kong", Tourism Management, 24(4), pp.401~410 (2003)
  70. Wong, IpKin Anthony, "A Systematic Approach to Scale Development in Tourist Shopping Satisfaction : Linking Destination Attributes and Shopping Experience", Journal of Travel Research, 52(1), pp.29~41 (2013)
  71. Yu, Hong, "Product and Process Orientations to Tourism Shopping", Journal of Travel Research, 42(2), pp.140~150 (2003)
  72. Yüksel, Atila, "Shopping Experience Evaluation : A Case of Domestic and International Visitors", Tourism Management, 25(4), pp.751~759 (2004)

관련 논문AI추천

관광쇼핑가치가 쇼핑제품 유형 및 만족도에 미치는 영향- 탈출-추구동기의 조절효과를 중심으로 -서용구, 허희진한국의류산업학회 · 한국의류산업학회지2020 · 제22권 제6호쇼핑가치가 만족에 미치는 영향과 쇼핑동기의 조절효과 - 중국인 관광객을 중심으로 -김학선, 란원원, 전재균산업개발연구소 · 산업혁신연구2022 · 제38권 제2호방한중국관광객의 관광쇼핑가치가 만족과 행동의도에 미치는 영향: 방문경험의 조절효과서민정, 양영순한국마이스관광학회 · MICE관광연구2022 · 제22권 제3호외래관광객 쇼핑만족속성이 전반적 쇼핑만족과 구전 및 관광만족에 미치는 영향 연구강숙영, 강정임한국관광산업학회 · Tourism Research2020 · 제45권 제2호여행상품의 지각된 가치에 대한 탐색적 요인 분석김판영, 윤보영관광경영학회 · 관광경영연구2008 · 제12권 제1호Comparative Study on Shopping Behavior of Korean OverseasTourist Groups Based on Travel Motivation전양진한국의상디자인학회 · 한국의상디자인학회지2015 · 제17권 제1호

이 간행물의 다른 논문 (8건)

제품 원산지가 유통기한 민감도에 미치는 영향: 온라인 타임 커머스 판매량을 중심으로김민성, 최강준, 김건우, 이재영pp. 1-19머신러닝을 통한 가계의 재무스트레스 영향요인 예측 및 분석: XGBoost의 활용한지형, 고대균, 최현자pp. 21-43재무·금융교육 효과에 관한 메타분석주소현, 고은희pp. 45-65소비자의 금융소외에 관한 연구: 금융상품과 거래채널을 중심으로서가연, 최현자pp. 67-84정치적 소비의 개념화와 척도개발 연구박미혜pp. 117-146
원문 보기