earticle

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This study was designed to report the scales for each construct were obtained through a review of existing literature in tourism, marketing, and psychology field. This study examines the effects of Chinese tourists' emotions attributes on Duty-Free Shop brand equity. A detailed description of the items forming each construct is also discussed below including Duty-Free Shop brand association, Duty-Free Shop brand loyalty, Duty- Free Shop brand awareness, Duty-Free Shop brand image, time available, money available, enjoy shopping, enjoy tourism, positive emotion, negative emotion, urge to purchase, planned buying behavior which in this case refers to the antecedents and consequences of Duty- Free shopping emotions of Chinese tourist in Korea. The results showed that Chinese tourists with positive emotion have a positive impact on urging to purchase and has an adverse impact on planned buying behavior. On the contrary, Chinese tourists with negative emotion have a negative impact on forcing to buy and has a positive impact on planned buying behavior, towards South Korea' Duty-Free Shops as the travel destination.