한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제24권6호
  • /
  • Pages.744-755
  • /
  • 2022
  • /
  • 1229-2060(pISSN)
  • /
  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
권호 표지
DOI QR코드

DOI QR Code

탈출-추구이론을 중심으로 본 관광쇼핑행동에 대한 비교문화연구 - 한국, 중국, 일본 소비자의 패션쇼핑을 중심으로 -

Cross-Cultural Study of Tourism Shopping Behavior Based on Escaping-Seeking Theory - Focused on Korean, Chinese, and Japanese fashion consumers -

  • 허희진 (대전대학교 패션디자인.비즈니스학과)
  • Hee Jin Hur (Dept. of Fashion Design & Business, Daejeon University)
  • 투고 : 2022.11.01
  • 심사 : 2022.12.29
  • 발행 : 2022.12.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study sought to verify the shopping values that tourists pursue by purchasing at travel destinations based on tourists' motivation and identify the effects of these values on the types of fashion items preferred by tourists. Furthermore, this study verified the tourist shopping behavior of three Asian countries-Korea, China, and Japan-from a cross-cultural perspective. To obtain a sample that represents tourist shoppers in each country, a survey was conducted on adult men and women in their 20s to 60s, and 986 subjects were collected: 300 Koreans, 385 Chinese, and 301 Japanese. Factor analysis, structural equation modeling, and multigroup SEM were performed on the collected data using SPSS Statistics and AMOS. Based on escaping-seeking theory, tourist intentions were divided into escaping and seeking motivations, and tourist shopping values were divided into functional, emotional, and social. The shopping items were divided into materials and experiential goods to understand the difference between the types preferred by tourists according to the perceived value. In addition, differences in tourist shopping behaviors according to the three nationalities were identified. The findings illustrate that the escaping motive affects emotional and social values, whereas the seeking motive affects all three. Moreover, it was confirmed that functional and emotional values affect preference for material and experiential goods, but social value only affects preference for material goods. For the cross-cultural study, differences in tourist shopping behavior according to nationality were identified.

키워드

과제정보

이 논문은 2018년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2018S1A5B5A01036416).

참고문헌

  1. Arnold, M. J. & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95. doi:10.1016/S0022-4359(03)00007-1
  2. Caprariello, P. A., & Reis, H. T. (2013). To do, to have, or to share? Valuing experiences over material possessions depends on the involvement of others. Journal of Personality and Social Psychology, 104(2), 199-215. doi:10.1037/a0030953
  3. Carter, T. J., & Gilovich, T. (2010). The relative relativity of experiential and material purchases. Journal of Personality and Social Psychology, 98(1), 146-159. doi:10.1037/a0017145
  4. Carter, T. J., & Gilovich, T. (2012). I am what I do, not what I have - The centrality of experiential purchases to the self. Journal of Personality and Social Psychology, 102(6), 1304-1317. doi:10.1037/a0027407
  5. Choi, B. R., & Jun, J. K. (2021). The effects of LOHAS tourism motivation on LOHAS value, tourism value and satisfaction. Journal of The Korean Data Analysis Society, 23(6), 2949-2964. doi:10.37727/jkdas.2021.23.6.2949
  6. Choi, S., & Han, S. (2021). Effect of motivations on the use of OTT services and consumption value on consumers' satisfaction and intentions for continued use. Consumer Policy and Education Review, 17(2), 61-88. doi:10.15790/cope.2021.17.2.061
  7. Choi, J. H., & Lee, D. H. (2019). A study on effect of DMZ tourism motivation on perceived value, commitment, satisfaction, and behavioral intention. International Journal of Tourism and Hospitality Research, 33(2), 77-94. doi:10.21298/IJTHR.2019.2.33.2.77
  8. Crompton, J. L. (1979). Motivation of pleasure vacation. Annals of Tourism Research, 6(4), 408-424. doi: 10.1016/0160-7383(79)90004-5
  9. Crompton, J. L., & McKay, S. L. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24(2), 425-439. doi:10.1016/S0160-7383(97)80010-2
  10. Dann, G. M. S.(1981). Tourist motivation: An appraisal. Annals of Tourism Research, 8(2), 408-423. doi:10.1016/0160-7383(81)90082-7
  11. Devesa, M., Laguna, M., & Palacios, A. (2010). The role of motivation in visitor satisfaction - Empirical evidence in rural tourism. Tourism Management, 31(4), 547-552. doi:10.1016/j.tourman.2009.06.006
  12. Dunn Ross, E. L., & Iso-Ahola, S. E. (1991). Sightseeing tourists' motivation and satisfaction. Annals of Tourism Research, 18(2), 226-237. doi:10.1016/0160-7383(91)90006-W
  13. Durand, V. M., Crimmins, D. B., & Caulfield, M., & Taylor, J. (1989). Reinforcer assessment: Using problem behavior to select reinforcers. Journal of the Association for Persons with Severe Handicaps, 14, 113-126. doi: 10.1177/154079698901400203
  14. Fornell, C., & Larcker D. F. (1981). Structural equation model with unobservable variables and measurement error - Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. doi:10.1177/002224378101800313
  15. Garcia-Milon, A., Olarte-Pascua, C., & Juaneda-Ayensa, E. (2021). Assessing the moderating effect of COVID-19 on intention to use smartphones on the tourist shopping journey. Tourism Management, 87, 104361. doi:10.1016/j.tourman.2021.104361
  16. Goeldner, C. R., & Ritchie, J. R. B. (2003). Tourism: principles, practices, philosophies (9th ed.). NJ: John Wiley & Sons.
  17. Han, S. Y. (2006). The experience realms of heritage tourism: from the perspective of utilitarian and hedonic value. Journal of Tourism Sciences, 30(3), 11-28.
  18. Hofstede, G. H. (2001). Culture's consequences: comparing values, behaviors, institutions and organizations across nations. Thousand Oaks, CA: Sage Publications.
  19. Holbrook, M. B, & Hirschman, E. C. (1982). The experiential aspects of consumption - Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9, 132-140. doi:10.1177/1540796989014002
  20. Howell, R. T., & Hill, G. (2009). The mediators of experiential purchases - Determining the impact of psychological needs satisfaction and social comparison. The Journal of Positive Psychology, 4(6), 511-522. doi:10.1080/17439760903270993
  21. Howell, R. T., Pchelin, P., & Iyer, R. (2012). The preference for experiences over possessions: Measurement and construct validation of the experiential buying scale. Journal of Positive Psychology, 7(1), 57-71. doi:10.1080/17439760.2011.626791
  22. Hur, H. J. (2021). The effects of tourist shopping value on fashion brand attitude and shopping satisfaction -The moderating role of cosmopolitanism. Fashion & Textile Research Journal, 23(5), 576-585. doi:10.5805/SFTI.2021.23.5.576
  23. Hur, H. J., & Choo, H. J. (2016). Comforting or rewarding myself - Choices for self-gifting. Journal of Global Fashion Marketing, 7(4), 238-251. doi:10.1080/20932685.2016.1198239
  24. Hur, H. J., & Choo, H. J. (2019). Scale development and validation of tourist shopping value, Journal of Consumer Studies, 30(2), 85-116. doi:10.35736/JCS.30.2.5
  25. Hur, H. J., & Suh, Y. G. (2020). The effect of tourist shopping value on product types and satisfaction - The moderating role of escaping-seeking motivation. Fashion & Textile Research Journal, 22(6), 752-761. doi:10.5805/SFTI.2020.22.6.752
  26. Iso-Ahola, S. E. (1982). Toward a social psychological theory of tourism motivation: A rejoinder. Annals of Tourism Research, 9, 256-62. doi:10.1016/S0160-7383(97)80010-2
  27. Iso-Ahola, S. E. (1990). Motivation for leisure. in understanding leisure and recreation - Mapping the past, charting the future, edited by E. L. Jackson and T. L Burton. State College, PA: Venture Publishing, pp. 247-79.
  28. Jandt, F. E. (1998). Intercultural communication: an introduction (2nd ed). Thousand Oaks, Calif: Sage Publications.
  29. Jun, J. W. (2010). Cultural differences between the Chinese and the Koreans and relationships with consumer culture. Korean Journal of Communication Studies, 18(2), 105-125.
  30. Jung, H. Y. (2006). Trust in organization - Focused on the concepts of trust and interpersonal trust in East Asia. Korean Journal of Public Administration, 44(1), 55-90.
  31. Kim, K. (2015). Consumption value of Korean and Japanese college students, Journal of Consumption Culture, 18(4), 221-240. doi: 10.17053/jcc.2015.18.4.009
  32. Ko, M., & Park, Y. (2022). A study on future tourism in the post-COVID-19 era using text mining based on big data: focused on LAN cable tours. International Journal of Tourism and Hospitality Research, 36(5), 79-92. doi:10.21298/IJTHR.2022.5.36.5.79
  33. Lee, C. K., Ko, S. K., & Kim, J. O. (2014). Examining structural relationships among horseback riding motivation, value, satisfaction, and behavioral intention. International Journal of Tourism Management and Sciences, 28(6), 203-226.
  34. Lee, H. (2015). The influence of face and luxury consumption values on luxury consumption among Korean, Chinese, and Japanese consumers. Unpublished doctoral dissertation, Seoul National University, Seoul.
  35. Lee, N. M. (2005). Theory and practice in cross-culture studies. Journal of the Humanities, 36, 367-394.
  36. Lehto, X. Y., Cai, L. A., O'Leary, J. T., & Huan, T. C. (2004). Tourist shopping preferences and expenditure behaviours - The case of the Taiwanese outbound market. Journal of Vacation Marketing, 10(4), 320-332. doi:10.1177/135676670401000404
  37. Lyubomirsky, S., & Ross, L. (1999). Changes in attractiveness of elected, rejected, and precluded alternatives: A comparison of happy and unhappy individuals. Journal of Personality and Social Psychology, 76(6), 988-1007. https://doi.org/10.1037/0022-3514.76.6.988
  38. Ministry of Culture, Sports and Tourism (2020). 2019 International Visitor Survey. Seoul: Government Printing Office.
  39. Mitchell, T. R., Thompson, L., Peterson, E., & Cronk, R. (1997). Temporal adjustments in the evaluation of events - The "rosy view". Journal of Experimental Social Psychology, 33(4), 421-448. doi:10.1006/jesp.1997.1333
  40. Nicolao, L., Irwin, J. R., & Goodman, J. K. (2009). Happiness for sale: Do experiential purchases make consumers happier than material purchases? Journal of Consumer Research, 36(2), 188-198. doi:10.1086/597049
  41. Oh, S. H., Ko, M. Y., Kang, S. I., & Yang, P. S. (2008). A comparative study on shopping behavior characteristics of Korean, Japanese, and Chinese tourists in Jeju - Focused on shopping motivation, value, and satisfaction. Korean Journal of Tourism Research, 23(3), 139-156.
  42. Park, B. J., & Kim, S. W. (2006). A study on the consumption value, brand identification, consumer-brand relationship of KoreanJapanese university consumers: Focused on the famous brand. Journal of Consumer Studies, 17(4), 113-143.
  43. Park, S. K., Ryu, M. O., & Jun, J. K. (2019). The effect of Hanbok experience marketing on customer satisfaction and revisit intention. Journal of The Korean Data Analysis Society, 21(3), 1425-1437. doi:10.37727/jkdas.2019.21.3.1425
  44. Shim, S. M. (2022, December 5). Chinese tourists, who are big shoppers, are flocking. Hankyung. Retrieved December 5, 2022, from https://www.hankyung.com/finance/article/2022120543456
  45. Shim, C. S., & Shim, W. S. (2016). An empirical study on preference for urban tourism - Focused on American residents. Journal of Tourism Studies, 28(1), 3-24.
  46. Shim, W. S., & Kim, J. Y. (2011). A comparative study on participation motivation and experience satisfaction on templestay among Koreans and foreigners. Tourism Research, 35(7), 343-366.
  47. Snepenger, D., King, J., Marshall, E., & Uysal, M. (2006). Modeling Iso-Ahola's motivation theory in the tourism context. Journal of Travel Research, 45(2), 140-149. doi:10.1177/0047287506291592
  48. Suhartanto, D., Chen, B. T., Mohi, Z., & Sosianika, A. (2018). Exploring loyalty to specialty foods among tourists and residents. British Food Journal, 120(5), 1120-1131. doi:10.1108/BFJ-09-2017-0485
  49. Timothy, D. J. (2005). Shopping tourism, retailing and leisure. Clevedon: Channel View. 
  50. Timothy, D. J., & Butler, R. W. (1995). Cross-border shopping - A North American perspective. Annals of Tourism Research, 22(1), 16-34. doi:10.1016/0160-7383(94)00052-T
  51. Tosun, C. Temizkan, S. P., Timothy, D. J., & Fyall, A. (2007). Tourist shopping experiences and satisfaction. International Journal of Tourism Research, 9(2), 87-102. doi:10.1002/jtr.595
  52. Turner, L. W., & Reisinger, Y. (2001). Shopping satisfaction for domestic tourists. Journal of Retailing and Consumer Services, 8(1), 15-27. doi:10.1016/S0969-6989(00)00005-9
  53. Van Boven, L., & Gilovich, T. (2003). To do or to have? That is the question. Journal of Personality and Social Psychology, 85(6), 1193-1202. doi:10.1037/0022-3514.85.6.1193
  54. Williams, A. P., & Soutar, G. N. (2009). Customer value, satisfaction and behavioral intentions - An investigation of adventure tourism consumers. Annals of Tourism Research, 36(3), 413-438. doi:10.1016/j.annals.2009.02.002
  55. Wong, J., & Law, R. (2003). Difference in shopping satisfaction levelsA study of tourists in Hong Kong. Tourism Management, 24, 401-410. doi:10.1016/S0261-5177(02)00114-0
  56. Yu, H., & Littrell, M. A. (2003). Product and process orientations to tourism shopping. Journal of Travel Research, 42(2), 140-150. doi:10.1177/0047287503257493