중국소비자의 쇼핑관광행동

• 영문명: Chinese Consumers' Shopping Tourism Behavior: Mediating Effect of Korean Fashion Brand Attitude
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 김은영(Eun Young Kim)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제20권 제1호, 121~133쪽, 전체 13쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2016.06.30

영문 초록

This study estimates a structural model for predicting Chinese shopping tourism behavior in Korea. Based on the literature, a self-administered questionnaire mainly included product assortment, K-pop star attachment, Korean fashion brand attitude, and shopping tourism behavior. A total of 226 responses were obtained from Chinese females who were residents of China. Data were analyzed by using descriptive statistics, confirmatory factor analysis, and structural equation model. Estimated model indicated that product assortment and star attachment had positive effect on Korean fashion brand attitude. Also, the Korean fashion brand attitude significantly influenced shopping tourism behavior. Thus, full mediation model of Korean fashion brand attitude was accepted. This study discussed a theoretical contribution to tourism shopping model and provided a managerial implication into star marketing from a global perspective.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법

Ⅳ. 연구결과 및 논의

Ⅴ. 결론 및 제언

참고문헌

키워드

Shopping tourism Star attachment Korean brand attitude Chinese consumer