중국소비자의 쇼핑관광행동

Chinese Consumers' Shopping Tourism Behavior: Mediating Effect of Korean Fashion Brand Attitude

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.