Department of Tourism Management Mokpo National University
THE SHOPPING VALUES OF CHINESE TOURISTS: AN INVESTIGATION OF SHOPPING ATTRIBUTES AND SATISFACTION
The purpose of this study is to investigate the differences between pre- and post-shopping values, and examine the relationships between shopping values, shopping attributes, and shopping tourists’ satisfaction. The results of this study indicated that pre-shopping value was significantly higher than post-shopping value. Shopping attributes significantly impact on shoppers’ post-shopping values, except for two factors of shopping attributes (i.e., shopping risks and shopping convenience). Findings of the study showed a positive and a significant effect of post-shopping value on tourists’ satisfaction. Theoretical and practical implications are discussed.
Keywords: Shopping value, shopping attributes, tourist satisfaction
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