쇼핑품질에 따른 방한 중국인 20~30대 개별관광객의 시장세분화

Abstract

Currently, the number of Chinese FITs visiting Korea for shopping is increasing. However, there is limited research on their shopping behavior. This study attempted to segment Chinese FITs in 20~30s based on shopping quality and to identify the characteristics of market segments. Data were collected from a sample of 250 Chinese FITs. A factor analysis delineated four dimensions of shopping quality (salesperson, product, shop, and accessibility). The cluster analysis based on four shopping quality dimensions yielded three clusters (multi-purpose, accessibility, and indifference seekers). Significant differences in occupation, monthly income, the number of visits to Korea, source of shopping information, and preferred duty-free shops were found among three clusters. This study discussed the implications of the results and future research.