Impacts of Tourists’ Shopping Destination Trust on Post-Visit Behaviors: A Loss Aversion Perspective

Abstract

ABSTRACT Despite tourism scholars’ growing interest in shopping tourism, little is known about whether a continuous improvement in shopping environments symmetrically improves shopping tourists’ post-visit behaviors. Based on the cognition – affect – behavior model and loss aversion perspective, this study proposed a theoretical framework examining the relationships between shopping destination trust (SDT), destination emotion (DE), place attachment (PA), risk perception (RP), tourist satisfaction (TS), and revisit intention (RI). A total of 786 valid questionnaires were collected from inbound foreign tourists in Taiwan. The structural equation modeling results suggest significant asymmetric positive effects of SDT on DE and PA. Furthermore, the results show that DE and PA mediate the relationship between SDT and RI. Moreover, RP moderates the relationship between SDT and PA, as well as PA and TS.