The Effect of Expectancy Confirmation and Expectancy Disconfirmation on Chinese Tourist's Shopping Satisfaction on Korean cosmetics and Brand Attitude: Moderating Effect of Consumer Conformity

Chinese tourists that visits Korea are increasing every year. In 2014, more than 6 million Chinese tourists visited Korea. Even with the negative effect brought by MERS disease, in 2015, more than 5 million tourists visited Korea. It was researched that when Chinese tourists visit Korea, more than 84% of them spend their money on shopping cosmetics. This number is almost the double the percentage of how much the Chinese tourists spend their money on clothing shopping. Especially, the authentic Korean cosmetic brands, such as Han-bang cosmetics and Sulhwasoo etc, dethroned the global cosmetic brands as the number one brand shopped by the Chinese tourists. Shockingly, Etude house(51.2% of the respondents favored this brand), the Korean cosmetic brand which aimed for the teenagers, were found to be the most favorable brand for the Chinese tourists who shop for cosmetics. The brands such as Sulhwasoo(47.3%), Innisfree(41.5%), Ohui(38.6%) and Laneige(33.8%) were also among the favorite. Even the low priced cosmetic brand, Misha, was found to have a high favorable figure(21.3%), so it was found that the price didn't matter for the Chinese tourists' choice on cosmetic brands. More than 37 percent of Chinese tourists found to be spending more than 300,000 Korean won to 500,000 Korean won when they visit Korea. Also, more than 15 percent of Chinese tourists were found to be spending more than 1 million Korean won for shopping in Korea(Bank of Korea - Jeju Branch, 2015).