관광쇼핑행동 영향요인에 관한 연구

The Factors of Tourists' Shopping Behavior: Focusing on Novelty, Sensation Seeking Tendency and Hedonic Shopping Tendency

This study was conducted to understand tourists' shopping behavior from the perspective of novelty, sensation seeking tendency, and hedonic shopping tendency. Data were collected from 299 outbound travellers at Incheon International Airport. Results indicated that high novelty and sensation seeking group had higher preference in shopping than low novelty and sensation seeking group. Also, hedonic shopping tendency had positive influence on shopping behavior. Furthermore, novelty and sensation seeking tendency had positive influence on hedonic shopping tendency. Finally, tourist shopping satisfaction appeared to be positively related to behavioral intentions(re-visit, recommendation).