earticle

영어

The purpose of this study is to investigate and analyze the relationship between shopping value, shopping satisfaction, and behavioral intention for Vietnamese tourists visiting Korea. The survey was conducted for 30 days from August 15 to September 14, 2023, and an empirical analysis was conducted using 268 valid samples. Statistical processing of the data collected in this survey was analyzed using the SPSS 26.0 statistical package program. First, as a result of regression analysis on the effect of shopping value on shopping satisfaction, functional, emotional, exploratory, and situational factors were found to have a positive (+) effect on shopping satisfaction, so was partially adopted. Second, shopping satisfaction factor has a positive (+) effect on behavioral intention, and was adopted. Third, exploratory and situational factors were found to have a positive (+) effect on the behavioral intention, and was partially adopted. Through this study, we intend to provide practical implications for tourism institutions and practitioners in securing not only Vietnamese tourists but also other foreign tourists.