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.