Exploring the Determinants of Chinese Tourists' Shopping Behavior During Shopping Tourism in Korea.

IF 2.5 3区心理学 Q2 PSYCHOLOGY, MULTIDISCIPLINARY Behavioral Sciences Pub Date : 2024-10-20 DOI:10.3390/bs14100971

Qizhen Dong, Shuai Ling, Can Zheng, Yan Hu, Feng Lin, Seul Ki Lee

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Abstract

This study aimed to examine the factors influencing Chinese tourists' shopping behavior during shopping tourism in Korea using a theoretical framework based on the modified theory of planned behavior (TPB). A quantitative research method was used; the questionnaire for this study was posted on Wenjuanxing for data collection and 269 valid questionnaires were analyzed in September 2024 using partial least-squares structural equation modeling (PLS-SEM). The results of analyzing the 269 questionnaires showed that attitude, conformity, perceived behavioral control, and perceived quality of goods influenced shopping intention. However, face consciousness did not affect shopping intentions. Additionally, Chinese tourists' shopping intentions influenced their shopping behavior during shopping tourism in Korea. The results of this study reveal the potential mechanisms of the influence of shopping intentions with conformity (a factor of Chinese-subjective norms) and the perceived quality of goods (a new factor) in shopping behavior, and they provide theoretical guidance and appropriate marketing strategies for companies in the Korean tourism field.

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探索中国游客在韩国购物旅游期间购物行为的决定因素。

本研究旨在利用基于修正的计划行为理论（TPB）的理论框架，研究中国游客在韩国购物旅游期间购物行为的影响因素。本研究采用定量研究方法，在文娟星上发布问卷进行数据收集，并于 2024 年 9 月使用偏最小二乘结构方程模型（PLS-SEM）对 269 份有效问卷进行了分析。对 269 份问卷的分析结果显示，态度、顺应性、感知行为控制和感知商品质量影响购物意向。然而，面子意识并不影响购物意向。此外，中国游客的购物意向还影响了他们在韩国购物旅游期间的购物行为。本研究结果揭示了购物意向与顺应性（中国人主观规范因素）和商品感知质量（新因素）在购物行为中的潜在影响机制，为韩国旅游领域的企业提供了理论指导和适当的营销策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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