The influence of international tourists’ self-image congruity with a shopping place on their shopping experiences

Heesup Han, Hyoungeun Moon, Wansoo Kim

Research output: Journal article publicationJournal articleAcademic researchpeer-review

8 Citations (Scopus)


To extend the existing knowledge about international tourists' shopping behaviors, this study examined the formation of their retention by considering the effect of self-image congruity, shopping value, emotional experiences, satisfaction, and ambient atmospherics of shopping places in tourist sites located in South Korea. A field survey was conducted. The collected data was analyzed using structural equation modeling and a test for metric invariance. Our empirical result showed that international tourists’ self-image congruity with a shopping place significantly enhances its subsequent constructs. Shopping value, emotional experiences and satisfaction with shopping experiences were also significant contributors to increasing shopper retention toward the same shopping place, playing a significant mediating role. Moreover, ambient atmospherics had a significant moderating impact on forming shopper retention. Furthermore, shopper satisfaction included the greatest influence on retention. Overall, the proposed theoretical framework sufficiently accounted for retention.

Original languageEnglish
Pages (from-to)101-109
Number of pages9
JournalJournal of Hospitality and Tourism Management
Publication statusPublished - Dec 2019
Externally publishedYes


  • Ambient atmospherics
  • Emotions
  • International tourists
  • Self-image congruity
  • Shopper retention
  • Shopper satisfaction
  • Shopping value

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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