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Effects of Shopping Quality and Shopping Riskon Satisfaction and Shopping Behavioral Intention

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2013, 37(1), pp.191-213
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Yoon, Yoo shik 1 Associate Professor 1 한송희 2

1경희대학교
2농촌진흥청 국립농업과학원

Accredited

ABSTRACT

This paper was to investigate effects of shopping quality and shopping risk on future behavioral intention (satisfaction, repurchase behavioral intention, recommendation) in shopping tourism, based on theories of consumer behavior. Data were collected from tourists who visited shopping centers in special tourist zones designated by ministry of culture, sports and tourism. Total 1,759 questionnaires were analysed. Results of the study are as follow. Firstly, it was found that shop quality and accessibility were variables influencing on satisfaction, and accessibility was a variable on repurchase behavior. Salesperson factor and product factor had significant positive effects on satisfaction, repurchase behavior, and recommendation intention. Secondly, psychological/ performance factors of shopping risk decreased satisfaction, repurchase behavior, and recommendation intention. Thirdly, satisfaction had positive effects on repurchase behavior and recommendation intention. Fourthly, it was analyzed that satisfaction had mediated effects while shopping quality influencing on repurchase behavior and recommendation intention. The findings were discussed in the context of invigoration of shopping tourism.

Citation status

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