Identifying Chinese Tourists’ Shopping Values and Their Consequences in the Context of a Duty-Free Shop: The Moderating Role of Country Image

The objective of this study is to identify the role Chinese tourists’ shopping values in formation their outcome variables. This more specifically proposes that two dimensions values, which include utilitarian and hedonic positively affect brand prestige. In addition, it was hypothesized prestige helps regard enhancing well-being perceptions preference. It also proposed preference have a positive influence on word-of-mouth. moderating country image model. survey responses were collected from 634 duty-free tourists. data analysis results showed both significantly Moreover, found be significant determinant perceptions, Brand critical factor affecting Lastly, played relationship between