THE EFFECTS OF PLANNED vs. UNPLANNED ON CHINESE TOURISTS' EMOTIONS AND ATTITUDES TOWARD FASHION PRODUCTS
저자
Dongseob Kim,Kiyong Kwon,Ha Kyung Lee,Joo Young Lee,Ju Yeun Jang,Ho Jung Choo
발행기관
학술지명
권호사항
발행연도
2015
작성언어
English
주제어
KDC
325
자료형태
학술저널
수록면
168-169(2쪽)
제공처
With the sweeping popularity of Korean Wave across Asia, the number of Chinese tourists to Korea has rapidly been increasing over the last decade. Korea Tourism Organization estimates that the number of Chinese visitors exceeded 6 million in 2014, and Korea Institute for Industrial Economics and Trade estimates that their spending in Korea surpassed KRW 7.67 trillion in 2013 alone. In particular, Chinese tourists spend most of their money in Korea on shopping. Since Chinese have become the major customers of the Korean market, it is critical to understand their consumption patterns and behavior. Previous studies looked into tourist destinations and shops that Chinese people frequently visited, and also researched on product selection criteria regarding their preference on fashion products. However, this study focuses on how Chinese tourists feel while they are shopping in Korea and how such emotions affect their evaluation on the purchased products.
Planned purchase refers to the situation where the buying intention of a consumer has already been formed prior to entering the store based on the perception of purchase necessity. An unplanned purchase is not anticipated or planned before the customer enters the store, and products are bought without planning similar to impulsive buying. Oliver (1980) suggested that emotions are an important factor when consumers evaluate a product. Therefore, this study focuses mainly on the emotion created during the shopping. We conceptualized product attitudes based on the expected consumer satisfaction paradigms of Oliver and Desarbo (1988). This study also explores the product usage satisfaction of tourists as a post-purchase attitude.
According to statistics, majority of Chinese tourists who buy fashion products are women. The survey is conducted on 550 women in the age group between 20 and 60 years who have visited Seoul before, using an online panel of respondents sampled by an international survey firm. 530 questionnaires are analyzed, with the remaining responses determined to be incomplete. For the demographic characteristics of the sample group, the average age is 33.5 years old, with 201 in their 20s (37.9%), 190 in their 30s (35.8%), 107 in their 40s (20.2%), and 32 in or over their 50s (6.0%). As for the average household income, RMB 10,000 to 20,000 is the most frequent (210 or 39.6%). For residential areas, Hua Dong (East China) is the most frequent (207 or 39.1%). Data are analyzed using structural equation modeling by AMOS 20.0.
Respondents were asked to recall most impressive fashion product that they bought in Korea during their visit, and to answer whether it was planned or unplanned purchase.This study also attempts to measure the emotions they had during the purchase in order to understand differences in attitude toward the purchased products. Although emotions cannot persist over time, previous studies have measured emotions during consumption to evaluate the situation. The study categorizes respondents according to their purchasing power into heavy and light buyers to determine the moderating effects of purchase amount. In the literature, purchasing power is described in terms of the number of purchase and purchase amount. Based on previous studies on purchasing power, consumers can be categorized as heavy or light buyers. This study focuses on purchase amount in the context of tourism shopping.
The results find that planned purchases tend to deliver positive emotions, which in turn enhances product satisfaction. Unplanned purchases, positive shopping emotions have positive impact on their attitude toward purchased products. Interestingly, unplanned purchases have negative direct impact on the product attitude without the mediating role of positive shopping emotions, showing the importance of positive emotions that consumers feel while shopping
When it comes to the impact of purchasing power, the effect of unplanned purchases of light buyers on shopping emotions or product attitude was not significant. Only planned purchases trigger positive emotions, many of which induced positive impact on product satisfaction. For heavy buyers, on the other hand, even unplanned purchases have positive impact on their product satisfaction when positive shopping emotions are developed. This study is differentiated from previous studies in that it deals with how purchase types (planned vs. unplanned) affect shopping emotions and post-purchase product attitude of Chinese tourists who account for the significant share of the Korean tour industry. It is also notable that this study groups tourists by their purchasing power and identifies the impact of their purchasing power, considering the fact that tourists are increasingly influencing the domestic consumption market. The Korean government and companies may tap into the results of this study to provide better environments to trigger positive shopping emotions to tourists. However, it should be considered that the subject of this study is limited to Chinese female tourists, which should be complemented by future studies.
서지정보 내보내기(Export)
닫기소장기관 정보
닫기권호소장정보
닫기오류접수
닫기오류 접수 확인
닫기음성서비스 신청
닫기음성서비스 신청 확인
닫기이용약관
닫기학술연구정보서비스 이용약관 (2017년 1월 1일 ~ 현재 적용)
학술연구정보서비스(이하 RISS)는 정보주체의 자유와 권리 보호를 위해 「개인정보 보호법」 및 관계 법령이 정한 바를 준수하여, 적법하게 개인정보를 처리하고 안전하게 관리하고 있습니다. 이에 「개인정보 보호법」 제30조에 따라 정보주체에게 개인정보 처리에 관한 절차 및 기준을 안내하고, 이와 관련한 고충을 신속하고 원활하게 처리할 수 있도록 하기 위하여 다음과 같이 개인정보 처리방침을 수립·공개합니다.
주요 개인정보 처리 표시(라벨링)
목 차
3년
또는 회원탈퇴시까지5년
(「전자상거래 등에서의 소비자보호에 관한3년
(「전자상거래 등에서의 소비자보호에 관한2년
이상(개인정보보호위원회 : 개인정보의 안전성 확보조치 기준)개인정보파일의 명칭 | 운영근거 / 처리목적 | 개인정보파일에 기록되는 개인정보의 항목 | 보유기간 | |
---|---|---|---|---|
학술연구정보서비스 이용자 가입정보 파일 | 한국교육학술정보원법 | 필수 | ID, 비밀번호, 성명, 생년월일, 신분(직업구분), 이메일, 소속분야, 웹진메일 수신동의 여부 | 3년 또는 탈퇴시 |
선택 | 소속기관명, 소속도서관명, 학과/부서명, 학번/직원번호, 휴대전화, 주소 |
구분 | 담당자 | 연락처 |
---|---|---|
KERIS 개인정보 보호책임자 | 정보보호본부 김태우 | - 이메일 : lsy@keris.or.kr - 전화번호 : 053-714-0439 - 팩스번호 : 053-714-0195 |
KERIS 개인정보 보호담당자 | 개인정보보호부 이상엽 | |
RISS 개인정보 보호책임자 | 대학학술본부 장금연 | - 이메일 : giltizen@keris.or.kr - 전화번호 : 053-714-0149 - 팩스번호 : 053-714-0194 |
RISS 개인정보 보호담당자 | 학술진흥부 길원진 |
자동로그아웃 안내
닫기인증오류 안내
닫기귀하께서는 휴면계정 전환 후 1년동안 회원정보 수집 및 이용에 대한
재동의를 하지 않으신 관계로 개인정보가 삭제되었습니다.
(참조 : RISS 이용약관 및 개인정보처리방침)
신규회원으로 가입하여 이용 부탁 드리며, 추가 문의는 고객센터로 연락 바랍니다.
- 기존 아이디 재사용 불가
휴면계정 안내
RISS는 [표준개인정보 보호지침]에 따라 2년을 주기로 개인정보 수집·이용에 관하여 (재)동의를 받고 있으며, (재)동의를 하지 않을 경우, 휴면계정으로 전환됩니다.
(※ 휴면계정은 원문이용 및 복사/대출 서비스를 이용할 수 없습니다.)
휴면계정으로 전환된 후 1년간 회원정보 수집·이용에 대한 재동의를 하지 않을 경우, RISS에서 자동탈퇴 및 개인정보가 삭제처리 됩니다.
고객센터 1599-3122
ARS번호+1번(회원가입 및 정보수정)