Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effects of Tourist Shopping Value on Fashion Brand Attitude and Shopping Satisfaction -The Moderating Role of Cosmopolitanism -

관광쇼핑객이 추구하는 가치가 패션브랜드 태도와 쇼핑만족도에 미치는 영향 -코스모폴리타니즘의 조절효과를 중심으로-

  • Hur, Hee Jin (Dept. of Fashion Design & Business, Daejeon University)
  • 허희진 (대전대학교 패션디자인.비즈니스학과)
  • Received : 2021.08.07
  • Accepted : 2021.09.30
  • Published : 2021.10.31
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Abstract

This study sought to identify the types of fashion brands preferred by tourists based on the shopping values that they pursue through purchases at tourist destinations and to verify the effects of these values on their satisfaction. To obtain a representative sample of South Korea's tourist shoppers, a survey was conducted among 300 subjects involving adult men and women in their twenties to sixties. Structural equation modeling analyses were performed on the collected data using SPSS and AMOS. The effects of tourist shopping values on brand attitudes were verified by dividing tourist shopping values into social, epistemic, and functional values and dividing brand attitudes into attitudes toward fashion global and local brands. Additionally, this work intended to ascertain the moderating effect of cosmopolitanism on tourist shopping behaviors. The analysis results reveal that a high level of epistemic value as perceived by tourists during shopping resulted in a corresponding high level of preference for local fashion brands. Furthermore, a high level of social value as perceived by tourists led to a high level of preference toward global fashion brands. Contrastingly, functional value influenced both local and global brands. As a result of the moderating effect, in the group with high cosmopolitanism tendency, the effect of epistemic value was not significant, but the low group significantly affected brand attitude based on the social and epistemic value. Given its academic and practical implications, the present study is likely to broaden the understanding of tourist shopping and facilitate future research on that phenomenon.

Keywords

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