중국 소비자의 한국제품 만족도가 구매의도 및 관광의도에 미치는 영향: 체면인식의 조절된 매개 효과 분석

This study aims to investigate the role of antecedents that may affect the Chinese people’s intention to visit South Korea. The study examined the relationship between satisfaction, purchase intention, and tourism intention in the process of decision-making as a consumer. Specifically, the mediated effect of purchase intentions whereby satisfaction can affect tourism intentions was tested. It was confirmed whether the positive satisfaction with cosmetics, a representative field of the Korean Wave, can lead to domestic tourism intentions through purchase intentions. Moreover, the study explored whether the perceived face as a cultural variable could show a moderated effect and a moderated mediated effect in the decision-making process of Chinese consumers in the Confucian culture. To this end, the study conducted a Web survey with convenience samples(N=426) collected from China. Results revealed that product satisfaction had a positive effect on the intentions to purchase and visit, respectively. It was also found that product satisfaction tends to positively affect the intention to visit through the purchase intention. The perceived face of the Chinese tends to show a moderating effect on the relationship between satisfaction and purchase intentions. In addition, the face is found to affect the moderating effect on the mediating process of satisfaction, purchase intentions, and visit intentions. The study suggests academic and practical implications for tourism and shopping areas to attract Chinese tourists.