Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of Tourist Shopping Value on Product Types and Satisfaction - The Moderating Role of Escaping-Seeking Motivation -

관광쇼핑가치가 쇼핑제품 유형 및 만족도에 미치는 영향 - 탈출-추구동기의 조절효과를 중심으로 -

  • Hur, Hee Jin (Dept. of Fashion Design & Business, Daejeon University) ;
  • Suh, Young-Gu (Business School of Sookmyung Women's University)
  • 허희진 (대전대학교 패션디자인.비즈니스학과) ;
  • 서용구 (숙명여자대학교 경영전문대학원)
  • Received : 2020.10.05
  • Accepted : 2020.12.04
  • Published : 2020.12.31
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Abstract

This study analyzes the type of preferred shopping items based on tourism shopping value pursued by tourists through shopping at travel destinations as well as verifies their impact on satisfaction. A survey on 310 adult men and women aged 20 to 69 collected data samples representing tourism shoppers in Korea. Based on the collected data, a factor analysis and a structural model equation analysis were performed using SPSS 25.0 and AMOS. Tourism shopping value was divided into functional value, emotional value, exploratory value, and shared value. In addition, shopping items were categorized as physical materials and experience materials to identify the difference in preferred item types according to the value that tourists perceive. It also confirmed the adjustment effect of tourism motivation that affects tourism shopping behavior. According to the analysis results, the more tourists perceive functional and emotional values when shopping, the more physical material they prefer, and the more they perceive exploratory values, the higher the preference for experience goods. However, the shared value affected both physical materials and experience materials. Based on escape-seeking motivation, the adjustment effect of tourism motivation (a major variable to understand the behavior of tourists) on tourism shopping behavior was confirmed. Based on the academic and practical implications of this study, we hope to broaden our understanding of tourism shopping and revitalize research on tourism shopping.

Keywords

References

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