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KCI 등재
쇼핑품질과 쇼핑위험이 만족 및 쇼핑행동의도에 미치는 영향
Effects of Shopping Quality and Shopping Risk on Satisfaction and Shopping Behavioral Intention
윤유식 ( Yoo Shik Yoon ) , 손해경 ( Hae Kyung Sohn ) , 한송희 ( Song Hee Han )
관광학연구 37권 1호 191-213(23pages)
UCI I410-ECN-0102-2014-300-001588967
* 발행 기관의 요청으로 이용이 불가한 자료입니다.

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.

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