Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Cross-Cultural Study of Tourism Shopping Behavior Based on Escaping-Seeking Theory - Focused on Korean, Chinese, and Japanese fashion consumers -

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

  • Hee Jin Hur (Dept. of Fashion Design & Business, Daejeon University)
  • 허희진 (대전대학교 패션디자인.비즈니스학과)
  • Received : 2022.11.01
  • Accepted : 2022.12.29
  • Published : 2022.12.31
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Abstract

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.

Keywords

Acknowledgement

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

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