Korea Trade Review (무역학회지)

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Determinants of BAOMAI of Chinese Customer in Duty-Free Shop: Analytical Framework and Empirical Analysis

중국관광객의 면세점 바오마이 결정요인에 대한 실증연구

  • Sung-Hoon Lim (Department of International Trade, Konkuk University) ;
  • Song Gao (Department of International Trade, Konkuk University) ;
  • Jia-Ying Chen (Department of International Trade, Konkuk University (Xinhua Township Bank))
  • 임성훈 (건국대학교 국제무역학과) ;
  • 고숭 (건국대학교 국제무역학과) ;
  • 진가영 (건국대학교 국제무역학과 (신화 타운쉽 뱅크))
  • Received : 2020.10.04
  • Accepted : 2020.10.29
  • Published : 2020.10.31
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Abstract

This paper examines that determinants of BAOMAI, (i.e., behavior of Chinese tourist bulk purchase in duty free shop) with analytical framework and empirical tests. The results of applying the structural equation modeling to 196 samples suggest that Chinese tourist consumption orientations (conspicuous/compulsive/unplanned consumption) have a positive effect on BAOMAI decision value chain (perceived value and loyalty). The marketing mix of duty free shop as control variables in research framework also have a positive effect on BAOMAI perceived values (functional/social/emotional value). This paper has a contribution to prior literatures: the first empirical analysis on BAOMAI determinants with exploring scholarly definition.

Keywords

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