Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Chinese Tourists' Perceived Experiential Value on Product and Store Satisfaction

중국 관광객의 지각된 쇼핑 경험 가치가 제품 및 점포 만족도에 미치는 영향

  • Lee, Ha Kyung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Kim, Jimin (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Kim, Eung Tae (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Choo, Ho Jung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 이하경 (서울대학교 의류학과) ;
  • 김지민 (서울대학교 의류학과) ;
  • 김응태 (서울대학교 의류학과) ;
  • 추호정 (서울대학교 의류학과/서울대학교 생활과학 연구소)
  • Received : 2015.04.28
  • Accepted : 2015.07.25
  • Published : 2015.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

The influence of tourists on the retail market in Korea continues to grow, and China has become the largest outbound-spending nation in the world. Korea's retail industry must comprehend the sophisticated consumption behavior of Chinese tourists. Hence, we explored how the experiential value of shopping in Korea affected Chinese tourists' satisfaction levels regarding stores and products. Findings from this study suggest entertainment and escapism mediate the effect of experiential value on consumer attitudes toward products and stores. This research was conducted with Chinese female tourists who shopped in Korea during their latest visit to this country. CFA and SEM were implemented using AMOS 20.0. The analysis of survey data produced interesting results. Visual appeal, crowding, and service excellence had positive impacts on entertainment, and they had a positive influence on both store satisfaction and product satisfaction. Regarding escapism, crowding and economic benefits had positive impacts, whereas visual appeal and service excellence had no effects. Results showed that escapism had a negative influence on attitudes toward both products and stores. To be clear, escapism refers to the status of absorption by which consumers are highly occupied with pleasant feelings, therefore, shopping when the motive of escapism is high is likely to be less rational and more impulsive. In this study, the diverse roles of different emotions associated with entertainment and escapism in the context of tourism shopping were identified. The findings provide practical implications for developing retail strategies and highlight the importance of the experiential values of shopping for tourists.

Keywords

References

  1. Ahn, K. H., & Lee, H. N. (2011). The effect of perceived shopping value dimensions on attitude toward store, emotional response to store shopping, and store loyalty. Asia Marketing Journal, 12(4), 137-164.
  2. Alford, B. L., & Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers' price perception and behavioral intention. Journal of Business Research, 55(9), 775-783. doi:10.1016/S0148-2963(00)00214-9
  3. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. https://doi.org/10.1086/209376
  4. Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339. doi:10.1177/0092070394224002
  5. Bellenger, D. N., & Korgaonkar, P. K. (1980). Profiling the recreational shopper. Journal of Retailing, 56(3), 77-92.
  6. Byun, S. E., & Mann, M. (2011). The influence of others: The impact of perceived human crowding on perceived competition, emotions, and hedonic shopping value. Clothing and Textiles Research Journal, 29(4), 284-297. doi:10.1177/0887302X11422820
  7. Chandon, J. L., Leo, P. Y., & Philippe, J. (1997). Service encounter dimensions - A dyadic perspective: Measuring the dimensions of service encounters as perceived by customers and personnel. International Journal of Service Industry Management, 8(1), 65-86. doi:10.1108/09564239710161088
  8. Chebat, J. C., & Michon, R. (2003). Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories. Journal of Business Research, 56(7), 529-539. doi:10.1016/S0148-2963(01)00247-8
  9. Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e?commerce: A preliminary investigation. Psychology & Marketing, 20(4), 323-347. doi:10.1002/mar.10076
  10. 'Chinese tourists preferring a tour of Japan'. (2015, June 9). Cheonji Ilbo. Retrieved June 11, 2015, from http://www.newscj.com
  11. 'Chinese tourists spend money freely on the products in duty free shops last year, but don't want to visit again'. (2015, June 8). Seoul Newspaper. Retrieved June 11, 2015, from http://www.seoul.co.kr
  12. Choi, S. S., & Kwon, Y. J. (2012) A study on the influences of the consumption experiences at brand coffee stores on the consumption emotion and the revisit intention. Journal of Tourism Research, 26(4), 277-292.
  13. Clore, G. L., Norbert, S., & Michael, C. (1994). Affective causes and consquences of social information precessing. Handook of Social Congnition, In Rober Wyer, Thoman Srull, and Alice Isen(Eds.), Hillsdale, Lawrence Erlbaum, 323-417.
  14. Coye, R. W. (2004). Managing customer expectations in the service encounter. International Journal of Service Industry Management, 15(1), 54-71. doi:10.1108/09564230410523330
  15. Dawson, S., Bloch, P. H., & Ridgway, N. M. (1990). Shopping motives, emotional states, and retail outcomes. Journal of Retailing, 66(4), 408-428.
  16. Deighton, J., & Grayson, K. (1995). Marketing and seduction: Building exchange relationships by managing social consensus. Journal of Consumer Research, 21(4), 660-676. https://doi.org/10.1086/209426
  17. Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: an environmental psychology approach and utilitarian source of consumer attitudes. Journal of Retailing, 58(Spring), 34-57.
  18. Eroglu, S. A., Machleit, K., & Barr, T. F. (2005). Perceived retail crowding and shopping satisfaction: The role of shopping values. Journal of Business Research, 58(8), 1146-1153. doi:10.1016/j.jbusres.2004.01.005
  19. Fischer, E., & Arnold, S. J. (1990). More than a labor of love: Gender roles and Christmas gift shopping. Journal of Consumer Research, 17(12), 333-345. https://doi.org/10.1086/208561
  20. Gronroos, C. (1984). A service quality model and its marketing implication. European Journal of Marketing, 18(4), 36-44. doi: 10.1108/EUM0000000004784
  21. Han, S. S., & Choi, C. J. (2013). Causal role of emotional satisfaction in explaining relationships between service provider's characteristics and relationship formation with customers in apparel services setting of department store. Korea Research Academy of Distribution and Management Review, 16(3), 89-103.
  22. Holbrook, M. B. (1994). The nature of customer value: An axiology of services in the consumption experience. Service Quality: New Directions in Theory and Practice, 21, 21-71.
  23. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantisies, feeling, and fun. Journal of Consumer Research, 9(9), 132-140. https://doi.org/10.1086/208906
  24. Holbrook, M. B., & Kim, P. C. (1985). Quality and value in the consumption experience: Phaedrus rides again. Perceived quality, 31(2), 31-57.
  25. Izard, C. E. (1977). Human emotions. New York: Plenum.
  26. Joreskog, K. G. (1971). Simultaneous factor analysis in several populations. Psychometrika, 36(4), 409-426. doi:10.1007/BF02291366
  27. Karande, K., & Ganesh, J. (2000). Who shops at factory outlets and why?: An exploratory study. Journal of marketing Theory and Practice, 8(4), 29-42. https://doi.org/10.1080/10696679.2000.11501878
  28. Kang, E. M., & Park, E. J. (2003). Impact factors on consumer satisfaction in apparel buying behavior. Journal of the Korean Society of Clothing and Textiles, 27(1), 29-39.
  29. Kim, B. C. (2008). Hedonic shopping motivations, store choice, and buying behaviors. Unpublished master's thesis, Korea University, Seoul.
  30. Kim, J. Y., & Rhee, E. Y. (2004). The influence of service quality, product quality, price on store patronage for apparel stores. Journal of the Korean Society of Clothing and Textiles, 28(1), 12-21.
  31. Kim, Y. G., & Cho, C. B. (2009). A study on the sources of price searching according to the demographic variables. Journal of Hotel & Resort, 8(1), 91-104.
  32. Koh, M. Y. (2010). A study on shopping motivation and satisfaction of Chinese tourists in Jeju island. Northeast Asia Tourism Research, 6(1), 99-117.
  33. Park, M. S., Lee, D. H., Park, J. H. & Gu, J. K. (2014). 방한 중국인 관광객 증가에 따른 경제적 파급효과 분석 및 시사점 [Increase of Chinese tourist economic effect analyze and implication analysis and economic effect caused by in crease of Chinese tourist], Korea Institute for Industrial Economics & Trade. Seoul
  34. Korea Research Institute for Fashion Industry Consortium. (2014). 2014 패션시장규모조사 상반기 보고서 [2014 Korea fashion market research report]. Seoul
  35. Kwon, S. Y. (2006). Qualitative research on customer experience in fashion store. Unpublished master's thesis, Bukyung University, Busan.
  36. Lavie, T., & Tractinsky, N. (2004). Assessing dimensions of perceived visual aesthetics of web sites. International Journal of Human-Computer Studies, 60(3), 269-298. doi:10.1016/j.ijhcs.2003.09.002
  37. Lazarus, R.S. (1991), Emotion and adaptation, Oxford University Press, New York, NY.
  38. Lee, H. J., & Suh, J. Y. (2012). The effect of experience in coffee shop on brand attitude, brand attachment and brand loyalty. Journal of Food Service Management, 15(4), 105-128.
  39. Lee, H. S., & Lim, S. J. (2000). The effect of price and brand on the perceived quality, value and purchase of clothing. Journal of the Korean Society of Clothing and Textiles, 24(4), 498-509.
  40. Lee, Y. S., & Jeon, J. H. (2001). A study on the relationship between service quality of apparel stores and related variables. Journal of the Korean Society of Clothing and Textiles, 25(6), 1057-1068.
  41. Lesser, J. A., & Hughes, M. A. (1986). Towards a typology of shoppers. Business Horizons, 29(6), 56-62. doi:10.1016/0007-6813(86)90038-8
  42. Lesser, J. A., & Kamal, P. (1991). An inductively derived model of the motivation to shop. Psychology and Marketing, 8(3), 177-196. doi: 10.1002/mar.4220080304
  43. Lunardo, R., & Mbengue, A. (2009). Perceived control and shopping behavior: The moderating role of the level of utilitarian motivational orientation. Journal of Retailing and Consumer Behavior, 16(6), 434-441. doi:10.1016/j.jretconser.2009.06.004
  44. Machleit, K. A., Kellaris, J. J., & Eroglu, S. A. (1994). Human versus spatial dimensions of crowding perceptions in retail environments: A note on their measurement and effect on shopper satisfaction. Marketing Letters, 5(2), 183-194. doi:10.1007/BF00994108
  45. Machleit, K., Eroglu, S., & Mantel, S. (2000). Perceived retail crowding and shopping satisfaction: What modifies this relationship?. Journal of Consumer Psychology, 9(1), 29-42. doi:10.1207/s15327663jcp0901_3
  46. Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466. https://doi.org/10.1086/209361
  47. Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77(1), 39-56. doi:10.1016/S0022-4359(00)00045-2
  48. McGuire, M. C. (1974). Group size, group homogeneity, and the aggregate provisions of a pure public good under cournot behavior. Public Choice, 18(1), 107-126. doi:10.1007/BF01718500
  49. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, MA, US: The MIT Press.
  50. Ministry of Culture, Sports and Tourism. (2014). International Visitor Survey. Seoul
  51. Oh, S. H., Hong, S. B., & Jo, J. I. (2014). A study on market segmentation of Chinese tourist shoppers : Based on shopping value of Chinese tourist in Jeju. Journal of Tourism and Leisure Research, 26(9), 309-326.
  52. Oliver, R. L. (1980). A cognitive model of antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. doi:10.2307/3150499
  53. Oliver, R. L., & Westbrook, R. A. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91. https://doi.org/10.1086/209243
  54. Park, H. H., & Jeon, J. O. (2008). The situation analysis of fashion retail store according to attributes of visual store environment in Korean traditional market. Family and Environment Research, 46(6), 1-11.
  55. Park, H. S., & Gwag, W. S. (2003). A study on consumers' perception of relations between price and quality. Korean Journal of Consumer and Advertising Psychology, 4(2), 1-21.
  56. Park, J. H. (2013). A study on asymmetric consumer behavior responding to high and low pricing. Journal of Consumer Studies, 24(4), 205-221.
  57. Park, S. Y., & Bae, H. K. (2006). Sensory experience effects on store attitude and Loyalty: the mediating role of emotion and satisfaction. Journal of Marketing Management Research, 11(3), 1-13.
  58. Pegler, M. M. (1991). Visual merchandise & display. New York: Fairchild Fashion & Merchandising Group.
  59. Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theater & every business a stage. Boston, MA: Harvard Business Press.
  60. Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24(2), 127-146. doi:10.1086/209499
  61. Ryu, K. S., & Jang, S. S. (2007). The effect of environmental perceptions on behavioral intentions through emotions: The case of upscale restaurants. Journal of Hospitality & Tourism Research, 31(1), 56-72. doi: 10.1177/1096348006295506
  62. Scarpi, D. (2006). Fashion stores between fun and usefulness. Journal of Fashion Marketing and Management, 10(1), 7-24. doi:10.1108/13612020610651097
  63. Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behavior: Mediating role of consumer emotions. Psychology and Marketing, 14(4), 361-378. https://doi.org/10.1002/(SICI)1520-6793(199707)14:4<361::AID-MAR4>3.0.CO;2-7
  64. Sherry, J. F. (1990). A sociocultural analysis of a midwestern American flea market. Journal of Consumer Research, 17(1), 13-30. https://doi.org/10.1086/208533
  65. Shim, N. (2006). Display Marketing. Seoul: Kukje.
  66. Stone, G. P. (1954). City and urban identification: Observations on the social psychology of city life. American Journal of Sociology, 60(1), 36-45. https://doi.org/10.1086/221483
  67. Swinyard, W. R. (1993). The effects of mood, involvement, and quality of store experience on shopping intention. Journal of Consumer Research, 20(2), 271-280. https://doi.org/10.1086/209348
  68. Szymanski, D. M., & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 16-35. doi:10.1177/009207030102900102
  69. Unger, L. S., & Kernan, J. B. (1983). On the meaning of leisure: An investigation of some determinants of the subjective experience. Journal of Consumer Research, 9(4), 381-392. https://doi.org/10.1086/208932
  70. Wakefield, K. L., & Baker, J. (1998). Excitement at the mall: Determinants and effects on shopping response. Journal of Retailing, 74(4), 515-539. doi:10.1016/S0022-4359(99)80106-7
  71. Wall, E. A., & Berry, L. L. (2007). The combined effects of the physical environment and employee behavior on customer perception of restaurant service quality. Cornell Hotel and Restaurant Administration Quarterly, 48(1), 59-69. doi:10.1177/0010880406297246
  72. Ward, J. C., & Barnes, J. W. (2001). Control and affect: the influence of feeling in control of the retail environment on affect, involvement, attitude, and behavior. Journal of Business Research, 54(2), 139-144. https://doi.org/10.1016/S0148-2963(99)00083-1
  73. Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91. https://doi.org/10.1086/209243
  74. Yoo, C. J. (1996). Experiential aspects of shopping : A research on the effect of emotion on store attitude and purchasing state of mind when shopping. Journal of Consumer Studies, 7(1), 51-73.
  75. Yoo, C. J., Park, J. H., & MacInnis, D. J. (1998). Effects of store characteristics and in-store emotional experiences on store attitude. Journal of Business Research, 42(3), 253-263. doi:10.1016/S0148-2963(97)00122-7
  76. Yoon, N. H., & Rhee, E. Y. (2009). Transactions : the qualitative study on consumers' price related response in clothing purchase decisionmaking process. Fashion & Textile Research Journal, 11(4), 537-548.