Analysis of Duty-Free Shopping Attributes and Shopping Satisfaction of Chinese Tourists : Focusing on duty free shops in Busan

중국인 관광객의 면세점 선택속성과 쇼핑 만족도 분석 : 부산지역 면세점을 중심으로

  • Hwang, Seong-Jun (Dept. of Business Administration, Pusan National University) ;
  • Kim, Dong-Il (Dept. of Business Administration, Pusan National University)
  • Received : 2017.10.11
  • Accepted : 2017.12.20
  • Published : 2017.12.28


The purpose of this study is to suggest the measures to measure the shopping satisfaction and to increase the shopping satisfaction. We conducted surveys and conducted empirical analysis on Chinese tourists visiting duty free shops in Busan using direct survey method. The results of this study are as follows. First, factor analysis for subdividing the duty - free choice attribute was analyzed as store attribute, product attribute, and service attribute. Second, based on this analysis, the effect of each attribute on shopping satisfaction showed statistically significant positive results. Third, the analysis of the relative size of the effects of analytic attributes on satisfaction showed that store attributes were the highest. That is, the quality of duty-free shops, services, and products increases overall shopping satisfaction. Therefore, it can be said that the strategy implementation that improves the quality of the attributes affecting the satisfaction is expected to contribute to the improvement of the management performance, and suggests the management implications for the activation of the operation of the duty - free shop. Future studies will be more meaningful if more variety of shopping places are studied.


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