Obesity has become a major health concern among the public, and menu labeling was mandated in many countries several years ago as an intervention to reduce obesity. Although the pursuit of healthy foods is apparent, research indicates that majority of restaurant customers do not use nutritional information for menu selection. The present study investigated customer attitudes and behaviors regarding menu labeling; specifically, the relationships among customer motivation, attitudes, menu label use, and healthy menu selection. Data were collected from a survey of 509 restaurant customers in South Korea. The findings indicated a positive effect of motivation on attitudes, menu label use, and healthy menu selection, respectively. Attitudes also positively influenced menu label use and healthy menu selection. Regarding the relationships among the variables in the proposed model, the strongest relationship was found between menu label use and healthy menu selection. In addition, attitudes serve as a mediator in the relationships between motivation and menu label use, and between motivation and healthy menu selection. Menu labeling use also mediates between attitudes and healthy menu selection. These findings can help governments or industries improve customer use of menu labels and therefore help reduce public obesity. This study is valuable in that it investigates restaurant customer use of menu labels since the menu labeling initiatives were mandated several years ago. It is academically important in that it examines various customer attitudinal and behavioral variables together regarding menu labeling.

Design innovation is acquiring greater importance as consumers’ emotional needs grow ever greater and the cycle of technological innovation grows ever faster. Apple in particular led and strengthened this trend, achieving incomparable business success in the technology-driven electronics industry. However, although the importance of design innovation has increased, very little research has been done to explain the influence of design innovation on business success. This study aims to investigate the influence of design innovation attributes on perceptions, attitudes, and purchase intentions among designers and consumers. 408 designers and 464 consumers participated in an online survey that presented as stimuli four different smart watches. Design innovation attributes were evaluated based on the criteria of features, aesthetics, and ergonomics; consumer-perceived values were categorized as emotional, social, and functional. Regarding consumers attitudes, attitude toward product and attitude toward brand were measured separately. Overall results indicate that purchase intention among designers and consumers alike is influenced by their attitude toward product as well as brand. However, in the case of designers, these attitudes are most influenced by emotional value, while consumers are influenced by emotional as well as social values. Moreover, all three innovation attributes - namely, features, aesthetics, and ergonomics - affect designers’ perception of emotional value, but only aesthetics and ergonomics affect consumers’ emotional and social value. The study demonstrates three significant differences in the responses of designers and consumers. First, there is correlation of aesthetics and ergonomics to functional (price) value among designers, but not consumers. Second, there is correlation of functional (quality) value to attitudes toward product and brand for consumers, but much less or none at all for designers. Third, the influence of features on perception of emotional value is more pronounced among designers as compared to consumers. In conclusion, aesthetics and ergonomics are important design innovation attributes for consumers as well as designers, but the latter also attach significance to features. While perception of emotional as well as social value is important to consumers, designers consider only emotional value. It is anticipated that the relative importance of design innovation attributes will vary according to product categories and price ranges; therefore, further comparative studies will be meaningful in investigation of design innovation.

In today’s Internet society, consumers value the opinion of other consumers, and regularly seek feedback on products and services prior to making purchase decisions. This consumer-to-consumer communication (C2C) commonly occurs online, and is referred to as electronic word-of-mouth (eWOM). One popular source of eWOM is online product reviews. The current research investigates the determinants of consumers’ attitudes toward online product reviews. Results indicate that perceived value and credibility of online product reviews positively impact consumer attitudes towards online product reviews. More specifically, consumers’ attitudes toward online product reviews positively influence their reliance on said reviews prior to product purchase. Additionally consumers’ attitudes toward online product reviews are positively determined by their perceptions of the credibility of online product reviews and the value of those reviews. However, the perceived value of online product reviews have a greater impact on online review attitudes than does perceived credibility of online product reviews. Further, men and women exhibit differences in their attitudes and reliance regarding online product reviews.

Brand placements, by providing endorsement opportunities for the placed brands, are becoming instrumental in influencing the buying behaviour of ad-savvy consumers. As this marketing tool gains momentum, with the regulatory barriers against the placement beginning to obliterate globally, product placement strategies such as TV placements have become an important choice for practitioners (PQ media 2012). Brand placements are unique in their capacity to include brands as verbal, visual or both, often, as a part of the plotline-the latter has been acknowledged as important factor in influencing placement effectiveness (Russell, 2002; Waiguny, Nelson and Marko, 2013). Within TV shows and movies, plot modality entails pairing of the brands with desirable characters (Karrh 1998) and embedding them in an emotive story. Emotions have been known to play an important role in the consumer information processing (Lau-Gesk and Meyers-Levy 2009). Studies exploring the memory effects largely rely on measures such as recognition or recall. However, if brand placements operate less consciously, explicit measures may be inadequate and implicit measures for memory become desirous (Yang, Roskos-Ewoldsen, Dinu and Arpan, 2006). This study examines the impact of positive emotions (Happiness, Interest) and degree of plot modality (character-brand integration) on consumers' implicit attitudes towards placed brands. In the experiments conducted, it was observed that participants exposed to placement sequences evoking positive emotions were more likely to form favourable implicit attitudes towards the placed brands, especially when the character interaction with the placed brand was low. The findings underscore the need to better understand the interplay of positive emotions and character-brands integration within placements to augment their effectiveness.

Prior research in the U.S. documents the interaction between societal changes, money meanings, and family dynamics in the U.S. (Commuri & Gentry, 2005; Rose & Orr, 2007) and India (Merchant, Rose, & Gour, 2015). The present study extends this line of inquiry by examining and contrasting the money attitudes of couples, money meanings, and dynamics of money management within families of two horizontal collectivist nations (Triandis & Gelfand, 1998): India and South Korea. Twelve and six married couples were interviewed in India and Korea respectively. Both nations are horizontal collectivist nations that place a high value on the perceptions and respect of others. Thus, respondents from both nations emphasize the importance of consuming to convey status and keeping up with their neighbors. Indians frequently discuss religious and mythological texts related to money, doing one’s duty, and prosperity’s fickle nature. In contrast, Koreans are less apt to explicitly discuss religious and mythological texts. They appear to be somewhat more present oriented regarding their attitudes toward money and spending. Findings reveal that Koreans focus on security, respect money’s positive utility and necessity, and greed’s potential pitfalls. Koreans seem less concerned about on saving and focus more on enjoying life. Indians link saving to dharma (doing their duty) and supporting their children. Koreans also place a high value on family and supporting their children, but they appear less concerned about the success of future generations than Indians. These differences appear consistent with cultural values and reflect differences in economic development. For example, the homemaker is highly revered in the Hindu religion and Indian culture (Bharat, 2012) where the role is tied to doing one’s dharmatic duty. Korean and other cultures also revere nurturance within the family, but this reverence tends to be expressed within the culture’s specific economic and historical circumstances. Compared to Korea, Indian culture seems less egalitarian and more conservative in attitudes toward woman.

The expertise, trustworthiness and attractiveness of the information source all positively influence information recipients’ eWOM (Electronic Word-of-Mouth), acceptance of CSR messages, as well as their attitudes to the company.

In 2015, the size of China’s cross-border shopping market was 97.3 billion dollars. The market increased by 63% during the last 5 years (Mun, 2016), and is expected to rise to 220 billion dollars by the year 2020. According to the e-commerce export trends of the Korea customs administration, in August 2015, the largest exporter was China (42%) and the largest export was clothing (52%) (Song, 2016). Accordingly, Korean corporations and brands are focusing on Haitao (海淘族, who enjoy cross-border online shopping) and proceeding to build customized websites and mobile platforms. Even though China's cross-border shopping is consistently growing, insufficient information is available to Chinese consumers. Hence, this research study is based on the theory of planned behavior (TPB) and analyzes the factors that influence the behavior of Chinese consumers in cross-border shopping the theory of planned behavior (TPB). The objective of this research is to identify how shopping values, subjective norms, attitudes, and perceived behavior controls influence the behavioral intention of Chinese consumers toward cross-border shopping. The respondents of this study were 20 to 30-year-old Chinese who live in first and second-tier cities in China, and have experienced cross-border shopping. Samples were collected through an online survey website, Sojump (问卷星), and 205 valid questionnaire responses were received. Reliability analysis, factor analysis and SEM (Structural Equation Modeling) were used to validate the measurement model and test the hypotheses with SPSS 21.0 and AMOS 18.0. The findings reveal that the utilitarian values and perceived behavioral controls of Chinese consumers have a positive effect on their attitudes toward cross-border shopping. Furthermore, their behavioral intentions were affected by their attitudes, and their perceived behavioral controls in cross-border shopping excluded subjective norms. The results of the study have implications for Korean fashion retailers who plan to exploit Chinese markets and for the formation of a theoretical basis for cross-border shopping.

Social media was originally based on the ideological and technological foundations of Web 2.0 and is described as “user-generated content” (Kaplan & Haenlein, 2010). Although initially used for communication among internet users for privacy, it has become one of the most powerful online networking tools, and in the last few years has been widely practiced in the real world to enhance relationships between businesses and customers. Virtual tourist communities are not a new concept; they have been used for more than 10 years by tourists to exchange opinions and experiences of certain travel destinations. In tourism, internet based social communities have greatly expanded recently as a result of Web 2.0 technologies’ development. Tourists use the Internet to obtain information on trips, and share experiences related to their trip before, during and after their vacation (Parra-Lopez et al., 2011). Therefore, behaviors such as sharing photos and videos, writing travel experiences in blogs and microblogs, ranking travel destinations and posting opinions on social forums (for example, TripAdvisor) are becoming generalized (Chung & Buhalis, 2008) into what has been called Travel 2.0 (Adam, et al., 2007). The purpose and importance of this study is to explore how tourists perceive the value of social media as practiced in the tourism industry. We also investigate travel agencies’ social media marketing activities, and how tourists’ perceived value of social media affects their intention to use social media for organizing their vacation. Conceptual foundations Perceived value of using social media in tourism Perceived value is treated as a major element in a number of tourism research papers (for example, Parasuraman & Grewal, 2000; Sweeny & Soutar, 2001; Jin et al. 2015). As Parra-Lopez et al. (2011, pp.641) said, “the identification of the types of customer value perceived by travelers using social media for trip planning purposes is very essential, because it can provide significant guidelines on how to design the information sources, the structure and the functionality of social media in order to enhance their web traffic, usage and competiveness”. Realizing the essential role of social media in the tourist industry, and clarifying how to measure the perceived value of using social media is required. Because perceived value is defined as ‘cognitive-affective evaluation’ in this study, we employ both cognitive and affective variables to measure the perceived value of using social mediato organize vacations. This study applies four dimensions – ‘functional’, ‘social’, ‘altruism’ and ‘trust’ from Parra-Lopez et al.’s (2011) study - to measure the value that travelers perceive from using social media to organize their vacations. Because both cognitive and affective value are used to evaluate a product or service during the purchasing process (Bajs, 2015), it seems reasonable to assume that ‘function’, ‘social’, ‘altruism’, and ‘trust’ are regarded as essential when measuring the perceived value of using social media to organize vacations. Such propositions and findings provide valuable insights that enable us to introduce our Hypothesis 1. H1: ‘Functional’, ‘Social’, ‘Altruism’ and ‘Trust’ are the dominant dimensions in the perceived value of using social media in organizing vacations. The inter-relationship of attitudes towards social media marketing activities and the perceived value and intention of using social media to organize vacations Social media is seen as one of the most powerful communication tools, and social media marketing (referred to henceforth as ‘SMM’) is used by business companies to build and maintain relationships with their customers in various fields (Kim & Ko, 2012). In previous studies, such as Kim and Ko (2012) as well as Teo and Tan (2002), it has been claimed that customers’ attitudes towards SMM activities affect brand equity. This conclusion is also supported by Chan and Guillet’s (2011) study, which shows the important role of SMM in the hospitality industry. Nowadays, most travel agencies in Japan have created their social communities aiming to enhance their relationship with customers and promote their travel products. Aker and Topcu (2011) suggest that attitude greatly affects people’s purchase intention and behavior. Moreover, the wide acceptance of SMM also means that a positive attitude towards SMM affects the perceived value of social media. It has been clarified that perceived value is positive when the benefits are greater than the sacrifices (Zeithaml, 1988). As more and more tourists rely on social media to enhance their vacations, this suggests that the perceived benefit of social media is greater than the sacrifice, and therefore its perceived value positively affects the behavior intention of tourists who use social media to organize vacations. This academic background leads us to Hypothesis 2. H2: Both direct effect (i.e. attitude towards SMM activities→Intention) and indirect effect (i.e. attitude towards SMM activities→ Perceived value→Intention) will provide a good explanation of tourists’ intention of using social media to organize vacations. Methodology Proposed conceptual model Based on the theoretical background, this study proposes a conceptual model (see Figure 1) to show the inter-relationship of ‘attitudes towards SMM activities’, ‘perceived value’ and ‘behavior intention’. Figure 1: Conceptual Model Measurement This study involves items which have been used in past research. All items were developed based on the 7-point Likert-type scale ranging from ‘strongly agree’ to ‘strongly disagree’ (see Table 1).Data collection The empirical data for this study was collected by an online survey conducted by one of the biggest research companies in Japan from March 13th to March 16th, 2015. A screening test was conducted to select suitable respondents with experience of using social media to organize their vacation and had accessed or used travel agencies’ social media, such as Facebook, Blog, and Twitter. Finally, due to the limited research budget, 622 valid samples were collected to be used in analysing the conceptual model. Data analysis results As all items presented in this study are cited from past research, we employed second-order confirmatory factor analysis (CFA) directly to explore the dominant dimensions of the perceived value of using social media to organize vacations (H1), and covariance structure analysis to investigate the inter-relationship among attitudes towards SMM activities, perceived value and behavior intention (H2). The results of data analysis are shown below (see Figure 2&3). Conclusions and managerial implications Based on the results reported in the present study, ‘functional’, ‘social’, ‘altruism’ and ‘trust’ are shown as dominant dimensions of perceived value in social media literature, thus supporting hypothesis 1. However, these four dimensions play different roles in perceived value. Compared with other dimensions, ‘altruism’ appears to be more essential. This result can be explained by the usage of social media. Tourists tend to share their experiences, opinions, photos and videos about certain travel destinations in what is called ‘altruism dimensions’. These tourists’ behavior is not for the benefit of others but for self-satisfaction (Baym, 2010) and is believed to be the most important incentive for using social media. Concerning the inter-relationship of attitudes towards SMM, perceived value and the intention of using social media to organize a vacation, contrary to our hypothesis, tourists’ attitudes towards SMM activities conducted by travel agencies do not seem to affect their behavior intention of using social media to organize their vacation (.05). The perceived value of social media seems to play a significant mediating role between attitudes towards SMM and behavior intention. In other words, the indirect influence (.585) through perceived value is greater than the direct influence (.05) of attitudes toward SMM on behavior intention. This result implies that travel agency managers should know how to increase the perceived value of social media, instead of only attempting to enhance SMM activities. Limitations Social media’s commodification in Japan is still a new concept, and for Japanese tourists, the practice of social media in the tourist industry is relatively novel. In other words, social media’s commodification has not been developed enough in Japan. Thus, the results gained from the empirical study should be compared in the countries where social media is more developed.

Research findings show that money attitude dimensions variedly affect compulsive buying. We surveyed 750 Generation Y South Africans to examine whether gender and family resources received during childhood is influencing the varied impact of money attitude dimensions on compulsive buying. Depending on whether low or high family resources were received during childhood, we found gender differences and a similarity on how money attitude dimensions affect compulsive buying. In terms of similarity, we found that high provision of both tangible and intangible family resources during childhood promotes the development of budget money attitude, which negatively affects the development of compulsive buying behavior.

In 2010, Gwanmaedo was selected by the National Park Service as the brand village to develop tourism. The purpose of this research was to identify the factors influencing the island’s residents’ understanding of, and attitudes toward, emerging socioeconomic and environmental changes in relation to creating the brand village and to define the most influential and significant factor. This study used the SPSS 21.0 program to perform frequency, reliability, factor, and principal component regression analysis. An adequate 18 of the total 23 variables were used to conduct the factor analysis. As a result, a total of five factors were extracted, and these factors can determine 73.35 % of the total variances. To predict the most influential factor affected the residents’ attitudes toward tourism development, a multiple regression analysis was carried out; the analysis of four elements that relate to the social factor, such as increased crime rate, gambling, moral disorder, and loss of local traditions, indicate that the development of tourism and designation of Gwanmaedo as the brand village have not had negative effects in the area. Compared with previous studies, the results of this research show that the residents’ attitudes have positively changed toward the brand village. The findings also emphasize that enabling, supporting, and motivating the locals’ involvement in the planning and implementation processes of a project can be important for its successful development.

This study was executed to deduce the factors affecting eco-friendly behaviors and attitudes, to analyse the difference of eco-friendly behaviors and attitudes between countries, and to draw the variables affecting clothing recycling behavior. The sample comprised people from the UK, China, South Korea. The results were as follows. The four factors related to eco-friendly behaviors and the five factors related to eco-friendly attitudes were derived from the results of factor analysis. In the case of eco-friendly behaviors, four eco-friendly behavior factors showed a significant difference all according to gender and country. In the case of eco-friendly attitudes, saving of natural resources for eco-friendly life, recycling for eco-friendly life, and individual preference for eco-friendly life showed a significant according to gender, also recycling for eco-friendly life, individual preference for eco-friendly life, social awareness for eco-friendly life, and company’s awareness for eco-friendly life showed a significant difference according to country. All of the variables related to clothing recycling behaviors showed the significant difference according to gender and countries. It was verified that the stronger the behaviors or attitudes for waste recycling and environmental protection, individual preference for eco-friendly life, saving of natural resources, buying eco-friendly products, and separate collection for recycling, the more positive the action to clothing recycling. The results of this study will be helpful to establish a marketing strategy for each country and to deduce a plan to attract clothing recycling form people.

This study investigated the effects of using comic strips and context on the vocabulary learning of Korean high school students. Ninety high school students participated in the study and they were divided into three groups: a control group and two experimental groups using comic strips and using context, respectively. In addition, questionnaires were used to investigate students’ attitudes toward English vocabulary learning. The results of the study revealed that there were statistically significant differences in productive vocabulary retention among three groups in terms of short-term memory. In particular, the experimental groups showed high short-term memory rate compared with the control group, which may mean that the use of comic strips and context in English vocabulary learning is effective in improving learners’ productive vocabulary retention. Also there was a statistically significant difference in productive vocabulary retention among three groups in terms of long-term memory. The experimental groups showed a high long-term memory rate compared with the control group. The results of the questionnaire revealed that the two experimental groups showed more positive attitudes towards English vocabulary learning. This may suggest that teaching vocabulary with comic strips and context could be effective for students in English classes, and it is very helpful to develop various activities using comic strips and context.

The Indonesian population is estimated at 250 million and ranked as the world's fourth-largest. It is also one of the world's largest Muslim nations. Seventy percent of the population of Indonesia is young consumers in their 20s and 30s. In additions, Indonesian consumers have recently developed a great interest in fashion in general and Korean fashion in particular. This paper addresses issues related to young Indonesian consumers' clothing behavior in terms of clothing image, clothing style, body image, clothing and attitudes toward Korean fashion brands. The survey method was used as a primary research instrument. All measurements were adapted from the existing scales from previous studies. A total of 172 questionnaires were used for the final statistical analysis. Empirical results showed that Indonesian consumers' preferences regarding clothing image were new, casual, humorous, futuristic, soft, interesting and active. In terms of style, Indonesian consumers scored high in their preferences of casual and classic styles. With regard to body image, Indonesian consumers have significant concern for their appearance and body, but at the same time they are more satisfied with their body shape. More than half of the respondents had experience in purchasing Korean fashion products. Indonesian consumers recognized the clothing image of Korean fashion brands as new, futuristic, and hi-tech. Furthermore, they perceive the clothing style of Korean fashion brands as casual, feminine, and sexy. Korean fashion brand purchase intension was significantly influenced by recognition and preference of Korean fashion brand.

본 연구는 학교급식위생에 중요한 역할을 하는 조리종사자의 위생관리수행도에 도움이 될 수 있는 기초위생자료 제공을 위해 급식소의 일반사항, 위생교육에 대한 조리종사자의 태도, 그리고 위생관리수행수준의 관계를 규명하였다. 경남지역에 소재하고 있는 초ㆍ중ㆍ고등학교급식소 23곳의 조리종사자 185명을 대상으로 데이터를 수집하고 분석한 결과, 급식운영형태에서는 직영보다 위탁이 위생관리 수행수준이 더 높게 나타났으며, 하루제공 끼니수 에서는 1식이 2식, 3식을 하는 집단보다 위생관리 수행수준이 더 높은 것을 알 수 있었다. 조리종사자의 위생교육 태도에 따른 위생관리 수행수준 차이를 살펴본 결과,위생교육에 대한 태도가 좋을수록 위생관리 수행도가 높아짐을 알 수 있었다. 본 연구의 결과로부터 급식소의 일반사항과 학교 조리종사자의 위생교육에 대한 태도는 위생관리 수행수준을 결정하는 중요한 요인임이 밝혀졌다.

The purpose of the study is to explore the relationship between user satisfaction of mobile social network game and user preference of co-marketing brand with the game. We propose revised UTAUT model(i.e., mobile game effect model) and explore the influence of user habit with game in the model. Total 129 Korean mobile game users were surveyed. The data were analyzed using structural equation model(SEM). The result show that perceived usefulness and hedonic value influence user satisfaction for mobile social network game. Next, user satisfaction has a positive influence on users' brand preference placed on the game. We also identified the moderating effect of the habit on the relationship between user satisfaction and brand preference. This study provide a deeper understanding of Korean consumers' mobile game behavior and trend.

The goal of this study is to better understand the attitudes of students towards pronunciation in order to better evaluate the current university curriculum, as well as to make recommendations on how to improve the quality of education for students of English in South Korea. A total of fifty-five students were given both a questionnaire and a short interview which were utilized for the present study. The results demonstrate that the students agree pronunciation is important in English, and they wish to sound like a native speaker. It was also found that students are slightly worried about their own English accent, however they have not had much instruction on pronunciation. In addition, the participants of the study appeared to be more concerned with their accents, rather than comprehensibility or intelligibility. The most widely preferred accent by the participants was American accent followed by British accent. Although the participants acknowledged the importance of pronunciation or accent in English, they were reluctant to receive a class focusing on pronunciation. Based on the findings we suggest that there should be more collaboration between native and non-native speakers of English in Korea. Furthermore, we recommend that Korean students be exposed to more varieties of World Englishes through the integration of students from other countries into the classroom as well as conducted a class on World Englishes.

본 논문에서는 새만금 개발사업이 해양환경에 미치는 영향에 대한 국민들의 인식을 분석하였다. 이를 위해 새만금 인근지역인 전북 군산시, 김제시, 부안군 400가구 및 새만금 인근지역 외 전국 600가구 등 총 1,000가구를 대상으로 설문조사를 수행하여 얻은 결과를 분석하였다. 또한 새만금 개발사업의 경제적 효과 및 해양환경 영향을 동시에 고려할 때 새만금 개발사업에 대해 판단하는 공공의 태도에 영향을 미치는 요인을 분석하기 위해 서열프로빗 모형을 적용한 통계적 분석을 수행하였다. 인식조사 결과, 새만금 개발사업의 경제적 효과와 해양환경 영향을 동시에 고려할 때, 새만금 인근지역조사 및 전국조사 응답자의 70 % 이상이 새만금 개발사업을 반대하였다. 또한 설문조사 응답자의 90 % 이상이 새만금 방조제 외해역의 해양환경관리가 필요하다고 인식하고 있었다. 따라서 새만금 방조제 외해역 환경관리를 위한 적절한 대책이 마련되어야 할 것이다.

Backed by the rapidly-growing economy, China sends the most tourists to Korea. Accordingly, growing consumption of Chinese tourists is strongly drawing attention of the Korean retail industry. Academia has conducted more relevant researches, such as effective branding of Korean Wave, and services to attract tourists. Despite a series of efforts, including specialized tour products and language services, there have been an increasing number of Chinese visitors complaining about their experience in Korea and Chinese tourists are urgently demanding improvements. Hence, comprehending sophisticated consumption behavior of Chinese tourists is becoming more important than ever before. Also, it needs to explore how shopping experiential value that they experience while purchasing fashion goods in Korea affects their satisfaction of the store and product. Previous literature has shown that perceived shopping value has a positive effect on customer satisfaction and behavioral intention (Mathwick et al., 2001). Previous domestic studies that targeted Chinese tourists have focused on investigating the shopping motivation and satisfaction (Ko, 2011) and market segmentation of Chinese tourist shoppers (Oh, 2014). Previous studies have approached this problem mainly from its cognitive aspect and few studies have focused on the emotional aspect during shopping. This study suggests that emotional behavior mediates the relationship between shopping experiential value and consumer attitude toward products and stores. According to the Korea Tourism Organization, the ratio of male to female Chinese tourists visiting Korea changed from 69:31 in 1995 to 59:41 in 2005. In 2013, female Chinese tourists outnumbered males at a ratio of 41:59. The number of Chinese female tourists continues to increase. Females are known to be more involved in fashion consumption. Hence, this study is conducted on 550 Chinese female tourists who have shopping experiences during their visit to Korea. The ages of the respondents range from 20 to over 50 years old, with a mean age of 33.5 years. Their shopping experiential value is measured by visual appeal, crowding, economic benefits, and service excellence, and is expected to trigger emotions of entertainment and escapism. Variables including entertainment and escapism are measured using the Experiential Value Scale developed by Mathwick et al. (2001). This study finds that three experiential values (visual appeal, crowding, and service excellence) have positive influences on entertainment. For example, customers feel greater entertainment when visual appeal, service excellence and/or the number of customers in the store is greater. The emotion of entertainment turns out to have positive impacts on both store satisfaction and product satisfaction. According to the examination of how shopping experiential values affect escapism, crowding and economic benefits have a positive impact, whereas visual appeal and service excellence have a negative impact on escapism. Previous studies define escapism as an emotion of which customers are absorbed by entertaining activities and satisfied with shopping. This study assumes that all the shopping experiential values may have a positive impact on escapism. Escapism is a status where customers are deeply occupied with shopping without thinking of anything as if they were in another world, and a much stronger emotion of entertainment than usual pleasure from shopping. This study finds that the higher visual appeal and service excellence tends to generate the lower the escapism. This may be attributable to the fact that the survey was examined only on Chinese tourists. The respondents were asked to recall the most memorable item among the fashion products that they purchased during their visit to Korea. Their shopping experiences varied widely from well-organized malls, like department stores and duty free shops, to crowded environments, like Dongdaemun, traditional markets and subway stores. As a result, different experiential values have different impacts on escapism. Economic benefits and crowding which are experienced during shopping help to absorb in shopping, and these are likely to have positive impacts on escapism. On the other hand, visual appeal and service excellence may have different influences on escapism according to the shopping environment that Chinese consumers experienced. For example, Dongdaemun or subway stores are less visually appealing than department stores or duty free shops, but trigger stronger sense of escapism. Because survey questions to measure service excellence include Chinese (language) proficiency of sales staff, it is expected that higher language proficiency level of sales staff tends to generate lower degree of escapism, the sense of feeling that one is indeed in foreign country like Korea, for customers. Escapism has negative impacts on both product and store attitudes. Escapism is a status of absorption in which customers are emotionally occupied with pleasant feelings, and purchases along with a high escapism are likely to be less rational and more impulsive. In particular, this study examines tourist shoppers, and the respondents evaluate products they purchased in another country after they return home, and this may have caused the negative attitude toward products and shops. In fact, some previous studies found that overly positive emotions have negative impacts on purchase behavior (Liljander &Standvik, 1997; Andrade, 2005). This study confirms that the shopping experiential values perceived by Chinese tourists affect their product and store attitudes through the emotions of entertainment and escapism. It is particularly notable that this study verifies diverse roles of different emotions such as entertainment and escapism in the context of tourist shopping. This study employs empirical analysis on tourists, and provides practical implications including the importance of shopping experiential values for developing retail strategies.

This research examines the effect of luxury brand's logo on disparity between explicit and implicit attitudes. Using implicit association test, the results show that there is no correlation between implicit attitude and explicit attitude towrd a luxury product when luxury brand's logo is present (i.e., Prada). In contrast, implicit attitude and explicit attitude are negatively correlated when luxury logo is absent (i.e., Bottega Veneta).