The Relationship between Shopping Value and Shopping Orientation on Purchase Intention at International Shopping Spot

Purpose - This study examines the relationship between the global consumer s shopping value and the intent to purchase in many of today s emerging international malls. furthermore, the orientation of shopping will be examined to see if there is a significant mediating effect between the value of shopping and willingness to purchase in international shopping malls. Design/methodology - This study conducted a survey of Chinese travelers who had experience in visiting a shopping mall during their visit to Korea through an online panel research agency and received a total of 230 responses. To confirm the relationship with constructs, the structural equation model (SEM) was used to test hypothesis in this research. Findings - The study was to examine the relationship of the international consumers’ shopping value to the purchase intention in shopping mall when they visit to other countries, and to find if there was any effect on the relationship between the shopping value of the shopping orientation and the willingness of the international shopping mall. Originality/value - By confirming the relationship between international consumers shopping value and shopping orientation, this study proposed the theoretical implications for global consumers shopping behavior. In addition, this result can affect the development of service programs for foreign consumers.