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http://dx.doi.org/10.5805/SFTI.2021.23.5.576

The Effects of Tourist Shopping Value on Fashion Brand Attitude and Shopping Satisfaction -The Moderating Role of Cosmopolitanism -  

Hur, Hee Jin (Dept. of Fashion Design & Business, Daejeon University)
Publication Information
Fashion & Textile Research Journal / v.23, no.5, 2021 , pp. 576-585 More about this Journal
Abstract
This study sought to identify the types of fashion brands preferred by tourists based on the shopping values that they pursue through purchases at tourist destinations and to verify the effects of these values on their satisfaction. To obtain a representative sample of South Korea's tourist shoppers, a survey was conducted among 300 subjects involving adult men and women in their twenties to sixties. Structural equation modeling analyses were performed on the collected data using SPSS and AMOS. The effects of tourist shopping values on brand attitudes were verified by dividing tourist shopping values into social, epistemic, and functional values and dividing brand attitudes into attitudes toward fashion global and local brands. Additionally, this work intended to ascertain the moderating effect of cosmopolitanism on tourist shopping behaviors. The analysis results reveal that a high level of epistemic value as perceived by tourists during shopping resulted in a corresponding high level of preference for local fashion brands. Furthermore, a high level of social value as perceived by tourists led to a high level of preference toward global fashion brands. Contrastingly, functional value influenced both local and global brands. As a result of the moderating effect, in the group with high cosmopolitanism tendency, the effect of epistemic value was not significant, but the low group significantly affected brand attitude based on the social and epistemic value. Given its academic and practical implications, the present study is likely to broaden the understanding of tourist shopping and facilitate future research on that phenomenon.
Keywords
tourist shopping value; tourist shopping; cosmopolitanism; local fashion brand; global fashion brand;
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