The Effects of Korean Wave and Heuristic on Shopping Behavioral Intention of Chinese Consumers

Purpose - This study aims to analyze the effects of preference for Korean Wave and heuristic on shopping satisfaction and switching barriers of Chinese people visiting Korea, and also their positive effects on consumers behavioral intention with these variables as mediating variables by using the structural equation model. Research design, data, and Methodology – For this study, we collected 264 questionnaires of Chinese consumers who have experienced tourism and shopping in Korea after excluding questionnaires that were not proper to be analyzed. The residence of Chinese visiter was Shandong Province, Beijing, Shanghai, Shenyang. The data of this study was analyzed using SPSS 23 statistics to verify the reliability and discriminant validity. Structural equation method was used to test the hypotheses in this study. Results - The effects of heuristic variable on shopping satisfaction and the switching barriers variable were statistically significant. The effects variables of Korean Wave effect variable were statistically significant only on the switching barriers variable. However, the Korean Wave effect variable did not have a statistically significant effect on the shopping satisfaction. Conclusions - The shopping satisfaction and Korean Wave effect variables had statistically significant effects on the behavioral intention variable. In the result of indirect analysis, only the heuristic effect had indirect effects on consumers’ behavior intention.