중국관광객의 쇼핑관광 가치가 만족에 미치는 영향 ：쇼핑관광 동기의 조절효과

Abstract

This study first aims to analyze the relationship between shopping value, satisfaction, and shopping motivation for Chinese tourists who visited Korea for shopping tourism. Second, I would like to confirm the shopping tourism value factor structure proposed by Heo Hee-jin(2019) for Chinese tourists. Third, it is intended to understand which shopping tourism value affects satisfaction. Fourth, I would like to analyze whether shopping tourism motivation has a moderating effect on the effect of shopping value on satisfaction. To achieve the analysis results, an online survey was conducted for 30 days from July 25 to August 25, 2021 targeting Chinese tourist who experienced Korean shopping tourism. According to the analysis results First, it was found that there was postive effect on satisfaction in order of functional value, emotional value, epistemic value. And social value, conditional value, shared value was found to have on significant effect on satisfaction. Second, it was was found that there was positive effect on motivation has a moderating effect on satisfaction with shopping tourism value. In order to revitalize shopping tourism of Korea, This paper wants to improve the satisfaction of tourists from functional value, emotional value, epistemic value.