학술논문
在韩中国留学⽣免税商品购买意愿影响因素研究 - 基于SEM的分析
Research of Factors Determining the Willingness of Chinese Students Studying in South Korea to Purchase Duty-free Products - Based on SEM
Research of Factors Determining the Willingness of Chinese Students Studying in South Korea to Purchase Duty-free Products - Based on SEM
Document Type
Article
Text
Text
Author
Source
동중앙아시아연구(구 한몽경상연구), 08/31/2018, Vol. 29, Issue 2, p. 35-46
Subject
Language
중국어(CHI)
ISSN
2288-2219
Abstract
以在韩中国留学⽣为研究对象，主要研究影响其购买韩国免税商品的动机和意愿的因素。采用问卷 调查的方式获取数据，应用SPSS20.0对数据进⾏描述性分析和探索性分析，并应用AMOS22.0对数据进 ⾏验证性因⼦分析和建⽴SEM结构方程模型，最终得出价格感知度、当地免税政策知晓度、群体影响对 购买动机有显著性影响，购买动机对购买意愿有显著影响，⽽品牌认知度对购买动机没有显著影响。
This paper takes Chinese students studying in South Korea as the objective and mainly focuses on certain factors that determine their motive and willingness to purchase South Korea duty-free products. Research data was obtained through questionnaires and was used for descriptive analysis and explorative analysis based on SPSS20.0, as well as confirmatory factor analysis and structural equation model (SEM) based on AMOS22.0. At last, we have reached a conclusion that sensitivity to prices, knowledge of local duty-free policies, and group influence has a significant influence over students' motive in purchasing, which in turn has a significant influence over their willingness to purchase products, while brand awareness has no significant influence over their motive.
This paper takes Chinese students studying in South Korea as the objective and mainly focuses on certain factors that determine their motive and willingness to purchase South Korea duty-free products. Research data was obtained through questionnaires and was used for descriptive analysis and explorative analysis based on SPSS20.0, as well as confirmatory factor analysis and structural equation model (SEM) based on AMOS22.0. At last, we have reached a conclusion that sensitivity to prices, knowledge of local duty-free policies, and group influence has a significant influence over students' motive in purchasing, which in turn has a significant influence over their willingness to purchase products, while brand awareness has no significant influence over their motive.