Identifying Chinese Tourists’ Shopping Values and Their Consequences in the Context of a Duty-Free Shop: The Moderating Role of Country Image

Abstract

The objective of this study is to identify the role of Chinese tourists’ shopping values in the formation of their outcome variables. This study more specifically proposes that two dimensions of shopping values, which include utilitarian and hedonic shopping values, positively affect brand prestige. In addition, it was hypothesized that brand prestige helps in regard to enhancing well-being perceptions and brand preference. It was also proposed that well-being perceptions and brand preference have a positive influence on word-of-mouth. This study also hypothesized the moderating role of country image in the proposed model. The survey responses were collected from 634 Chinese duty-free tourists. The data analysis results showed that both utilitarian and hedonic shopping values significantly affect brand prestige. Moreover, brand prestige was found to be a significant determinant of well-being perceptions, and well-being perceptions positively affect brand preference. Brand preference is a critical factor affecting word-of-mouth. Lastly, country image played a moderating role in the relationship between brand prestige and well-being perceptions and brand preference and word-of-mouth.

Enhancing sustainable passenger experience through duty-free shopping at King Fahd Airport: A multimodal perspective

“…In the realm of the second variable under scrutiny, the study's findings reveal an independent association between the perception of well-being and two crucial aspects: brand engagement and brand experience. This aligns with the consistent patterns observed in a body of existing literature, as highlighted by Hwang et al (2023), Joshi andGarg (2020), andThubert et al (2017). Delving into the multidimensional nature of brand engagement and brand experience, Abdel-Gayed et al (2023) posit that these concepts not only influence individual perceptions of well-being but are also reciprocally influenced by them.…”

“…While brand preference could be a possible reason as Hwang et al (2023) explained, further studies are recommend including qualitative designs to understand the reasons behind the variations in findings among Saudis.…”

“…In addition, specific brand selection and brand engagement in the travel and tourism industry can be profoundly influenced by the well-being of travelers. In a study by Hwang, Joo and Kim, brand reputation was shown to be a strong predictor of well-being perceptions, and well-being perceptions influenced the choice of brands favorably (Hwang et al, 2023). Another study conducted at an international airport in Saudi Arabia (Abdel-Gayed et al, 2023) found that travelers' wellbeing was significantly and independently predicted by the eco-design of the airport and brand engagement.…”

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“…Behavioral intention is referred to as a certain likelihood of performing a given behavior (Cham et al, 2016;Douglass, 1977;Hwang et al, 2023). It is considered as an antecedent to a workatoner's actual behavior (Leonard et al, 2004;Shin et al, 2023).…”

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“…Behavioral intention is defined as a certain likelihood of engaging in behavior [ 22 ]. It encompasses the intention to use, which is the extent to which the consumer formulates a will to perform a specific behavior.…”