면세점 이용에 관한 소비자 의식 연구

Recognitions of consumers using duty free shop - Focused on the local duty free shop of Jeju Tourism Organization

The main purpose of this study was to identify consumers perceptions on domestic duty free shop, and three hypotheses were formulated as follows: 1) There are differences on satisfactions regarding shopping attributes according to demographic profiles of visitors to a domestic duty free shop; 2) There are differences on satisfactions regarding shopping attributes according to shopping characteristics of visitors to a domestic duty free shop; and 3) Satisfactions regarding shopping attributes will influence intentions of behaviors. For an empirical study, the valid 230 samples were collected from the domestic duty free shop operated by Jeju Tourism Organization in Jungmun tourist complex, Seogwipo city, Jeju, Korea. The results of the study were summarized as follows: 1) The majority of visitors were women and companions were commonly friends. Major buying items were cosmetics, perfumes, fashion miscellaneous goods and accessories; 2) Satisfactions regarding shopping attributes significantly influenced intentions of behaviors; 3) The differences were indicated on factors regarding product, service, physical environment, and sales person according to age and gender; and finally 4) There were different satisfaction levels according to shopping items, prices, and times. The practical implications were provided based on these results of the study.