화장품 쇼핑가치가 쇼핑행동에 미치는 영향 연구: 중국인 관광객을 중심으로
- Resource Type
- Article
- Authors
- 이효비(Li, Xiaofei); 김정아(Kim, Chung-Ah)
- Source
- 관광연구 31. 2 (2016): 243-262.
- Subject
- 한류
화장품쇼핑
쇼핑관광
쇼핑가치
쇼핑행동
shopping tourism
shopping value
Korea Wave
cosmetics
shopping behavior
- Language
- Korean
- ISSN
- 12262501
The purpose of this research was to analyze the effects of shopping value on the shopping behavior and the moderating effect of KoreanWave. The results were as follows: (1) Shopping values of Chinese tourists had significant effects on the cosmetic shopping behavior. Beauty value hedonic value and practical value were found to have positive effects on the cosmetic shopping behavior. (2) Korean wave contents and Korean wave advertisement were found to have significant moderating effects on the relationship between the shopping value and the shopping behavior. Specifically, the interaction of beauty value and Korean wave advertisement had a negative moderating effect; the interaction of hedonic value and Korean wave contents had a negative moderating effect; the interaction of visible value and Korean wave contents had a positive moderating effect.