고객 감정과 구매 행동에 대한 연구: 한국 면세점에 대한 중국인 관광객을 중심으로

Abstract

The duty-free industry has become a significant tourism infrastructure in Korea. With respect to the sudden changes in political relationship between Korea and China, this study investigated the antecedents and consequences of emotions toward the duty-free store brand, using the sample of Chinese duty-free shoppers to Korea. Brand equity, situational factors, and enjoyment were used as antecedents of the positive and negative emotions toward the store; and urge to purchase and planned purchase were used as consequences. PLS-SEM analysis showed that both positive and negative emotions toward the store positively affect urge to purchase while the positive emotions were influenced by brand equity and enjoyment. This study provides useful insights into the duty-free industry, which is preparing for the post-pandemic return of the travelers.