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

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

  • Lee, Ha Kyung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Kim, Jimin (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Kim, Eung Tae (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Choo, Ho Jung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 이하경 (서울대학교 의류학과) ;
  • 김지민 (서울대학교 의류학과) ;
  • 김응태 (서울대학교 의류학과) ;
  • 추호정 (서울대학교 의류학과/서울대학교 생활과학 연구소)
  • Received : 2015.04.28
  • Accepted : 2015.07.25
  • Published : 2015.08.31


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.


Chinese tourists;experiential value;entertainment;escapism


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