Journal of Retailing and Consumer Services 22 (2015) 231243

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Journal of Retailing and Consumer Services

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A theoretical model of the impact of a bundle of determinants

on tourists visiting and shopping intentions: A case of mainland
Chinese tourists
Ada Lo a,n, Hailin Qu b,c,1
a
School of Hotel & Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong
b
School of Hotel and Restaurant Administration, Oklahoma State University, Stillwater, OK 74078, USA
c
School of Business, Sun Yat-Sen University, Guangzhou, China

art ic l e i nf o a b s t r a c t

Available online 27 August 2014 The theory of reasoned action (TRA) and its antecedents were adopted to explain the impact of a bundle
Keywords: of determinants on the visiting and shopping behavioral intentions of tourists. 778 questionnaires were
Theory of reasoned action collected from mainland Chinese tourists to Hong Kong. Product quality dimension was found to have a
Tourism shopping direct inuence on behavioral intention and the staff dimension was found to have a direct inuence on
Chinese overall satisfaction. Hedonic value had a stronger inuence than utilitarian value on overall satisfaction
and subjective norm. Overall satisfaction had a positive inuence on attitude and subjective norm.
Finally, the subjective norm exerted a stronger impact on the behavioral intention than attitude. The
results of this study will be valuable for the Hong Kong Tourism Board in developing sustainable
strategies to enhance Hong Kong's image as a shopping paradise.
& 2014 Elsevier Ltd. All rights reserved.

1. Introduction Reasoned Action (TRA), which was introduced in the mid-1960s

Enhancing the shopping experience is not only important to
attract and retain domestic shoppers, but also to appeal to tourists,
who are now becoming an important market for retailers in tourist
destinations. Tourism destinations create value for tourists by
developing and enhancing their sustainable competitive advantage
in their ability to deliver quality shopping experience. It is a long-
term strategy to enable tourism destinations to distinguish them-
selves from their rivals (Barney, 1991; Coyne, 1986; Delmonte, 2003;
Peteraf, 1993; Tasci and Denizci, 2010). For destinations with
reputation of being shopping paradise, strategies to enhance the
shopping experience of tourists is of utmost importance in creating
competitive advantages to compete more effectively with rival
destinations. It is important to understand what aspects of the
shopping experience will enhance the satisfaction of tourists and
their perceptions of the quality of shopping, thus leading to positive
word-of-mouth comments; the willingness to pay more for the
quality of the products, services, and experiences that they receive;
and continued returns to the destination.
Attitude theories have been used by many researchers to explain
human behavior. The most commonly used of these is the Theory of
n
Corresponding author. Tel.: 852 3400 2237; fax: 852 2362 9362.
E-mail addresses: hmada@polyu.edu.hk (A. Lo), h.qu@okstate.edu (H. Qu).
1
Tel.: 405 744 6711; fax: 405 744 6229.
(Fishbein and Ajzen, 1975). An individual's intention to behave is a
function of the attitude toward the behavior (attitude toward
behavior) and the social pressures to perform the behavior in
question to which the person is subject (subjective norm). However,
the TRA has been criticized that a person's behavior may also be
caused by that person's attitude toward the entities to which the
behavior is directed (Eagly and Chaiken, 1993, p. 192). Product
attributes are judged by consumers based on their own evaluative
criteria, which results in the formation of an attitude toward the
attributes of a product that ultimately inuences consumer inten-
tion and purchase behavior (Ajzen and Fishbein, 1980, p. 150).
Service quality (e.g. Brady and Cronin, 2001; Fullerton, 2004; Ha
and Jang, 2010; Parasuraman et al., 1985), customer satisfaction
(Bitner and Hubber, 1994; Johnson et al., 1995; McCollough et al.,
2000; Oliver, 1980, 1981; Parasuraman et al., 1994), and perceived
value (Babin et al., 1994; Babin and Babin, 2001; Babin et al., 1994;
Carpenter et al., 2005; Fisher and Arnold, 1990; Holbrook and
Hirschman, 1982; Michon and Chebat, 2004; Sherry, 1990) are
frequently used by customers to evaluate service and products. A
number of researchers have found that service quality contributes to
customer satisfaction, and that customer satisfaction is highly related
to and inuences the behavioral intention and behavior of customers
(Baggozzi et al., 1992; Bou-Llusar et al., 2001; Gotlieb et al., 1994;
Tian-Cole et al., 2002). Perceived value has been identied as an
important indicator of repurchase intentions (Parasuraman and
Grewal, 2000) in the services marketing context, and represents

http://dx.doi.org/10.1016/j.jretconser.2014.08.004
0969-6989/& 2014 Elsevier Ltd. All rights reserved.
232 A. Lo, H. Qu / Journal of Retailing and Consumer Services 22 (2015) 231243
the end goal or outcome that a customer desires after the purchase
or experience of the service. Zeithaml (1988) proposed that service
quality, product quality, and price are the elements that make up
perceived value, and that ultimately inuence purchase intention.
This suggests that service quality enhances perceived value and in
turn contributes to customer loyalty, which is an important form of
consumer behavior. It is believed that an improvement in quality and
satisfaction results in the retention of customers or tourists and an
increase in their patronage or usage, which ultimately enhances
protability (Baker and Crompton, 2000).
Although researches on human behavior and behavioral inten-
tions have been conducted in different contexts, attitudinal
researchers who advocate the TRA are inclined to predict behavior
and behavioral intention based on the attitude of the subject
toward the predicted behavior (Ajzen and Fishbein, 1980; Fishbein
and Ajzen, 1975; Young and Kent, 1985). Marketing researchers
often use customer attitudes toward the product or brand (e.g.,
perceived service quality, satisfaction, and value) as independent
variables to predict customer behavior or behavioral intention
(Eagly and Chaiken, 1993; Ogle et al., 2004). It seems that there is
no agreement between these two schools of researchers as to how
attitude toward the target is related to the variables that are
specied in the TRA, or how the two types of attitudes inuence
behavior and behavioral intentions. Hence, it is important to
theoretically test the relationships within the bundle of constructs
that is frequently used by attitudinal and marketing researchers.
A number of previous studies on tourism shopping have been
conducted (Choi et al., 2008; Heung and Cheng, 2000; Heung and
Qu, 1998; Hu and Yu, 2007; Ko, 1999; Law and Au, 2000; Lehto et al.,
2004; Mak et al., 1999; Mok and Iverson, 2000; Moscardo, 2004;
Murphy et al., 2011; Oh et al., 2004; Peng et al., 2010; Wong, 2013;
Wong and Law, 2003; Wong and Wan, 2013; Xu and McGehee,
2012; Yu and Littrell, 2003; Yuksel, 2004). They mainly focus on the
economic contributions of tourism shopping, tourist satisfaction
with various aspects of shopping, including perceived quality,
shopping preferences, shopping as a tourist activity and factor in
destination choice, shopping expenditure, types of products pur-
chased, and shopping motivation. However, these studies ignore the
possible correspondence between attitude toward behavior and the
behavior itself, and assume that any purchase intention or behavior
with respect to a given brand, product, or service can be predicted
by the attitude toward it. In the TRA, in contrast, brand, product,
and service attitudes are external variables that may not have any
systematic relationship with consumer intention or behavior (Fish-
bein and Ajzen, 1980). Fishbein and Ajzen (1980) suggested that
attitude toward a brand, product, or service is related to purchase
intention only when it is also related to attitude toward behavior or
the subjective norm, and that its effects on intention and behavior
are mediated by these two factors. This argument serves as the
theoretical backbone for this study, in which the external variables
of quality, value, and satisfaction are used together with attitude
and subjective norm to predict the tourists intention of visiting and
shopping in a destination again.
As there is a lack of agreement as to how the relevant
constructs predict behavioral intentions, this study intends to
bridge this theoretical gap by using a model that is based on the
TRA model and its antecedents to build a theoretical framework to
explain the impact of a bundle of determinants on the visiting and
shopping intentions of tourists. More specically, the study is
designed to determine the inter-relationships among the con-
structs of tourist perceptions of shopping quality, the shopping
values that are attained, overall satisfaction, attitude toward
shopping in a destination, the subjective norm, and the behavioral
intention of visiting and shopping in the destination.
Tourism destinations across the world have seen exponential
growth in the numbers of Chinese visitors in recent years. In 2010,
57.39 million Chinese traveled abroad, spending 48 billion US
dollars overseas. The United Nations World Tourism Organization
estimated that the number of outbound tourists from China would
research 100 million by 2020 (Huang, 2011). Mainland Chinese are
not only making more overseas trips but are also spending a lot in
foreign countries. Shopping is a crucial component of their trip
(Cai et al., 1999; Li and Cai, 2008; Xu and McGehee, 2012) and
constitutes the largest share of their travel expenditure (Huang,
2011). Shopping is one of the motivators for mainland Chinese
tourists to visit Hong Kong (Huang and Hsu, 2005). They are
attracted to Hong Kong as a shopping paradise where they can
nd products that are often scarce at home and of better quality
(Zhang et al., 2003). The increase in the number of tourists from
mainland China has altered the customer mix for many retailers.
In recent years, the number of mainland tourists crossing the
border to shop and see sights in Hong Kong has drastically
increased to more than 40.7 million in 2013more than ve times
of the city's population (Hong Kong Tourism Board (HKTB, 2014)).
Retail shops may no longer be serving local Hong Kong residents
only but with more and more mainland Chinese customers (Chen
and Chow, 2012). Their satisfaction with the retail sector in Hong
Kong is the most important factor in contributing to their overall
satisfaction towards Hong Kong as a destination (Song et al., 2011).
Therefore, the proposed model is tested on mainland Chinese
tourists visiting Hong Kong. This study also aims to expand on the
efforts of previous research into mainland Chinese tourists and
add to the current body of knowledge on their shopping behavior.
2. Literature review
2.1. The theory of reasoned action (TRA)
The most commonly used attitudinal theory to explain human
behavior is the Theory of Reasoned Action (TRA) (Fishbein and
Ajzen, 1975). An individual's intention to behave is a function of
the attitude toward the behavior (attitude) and the social pres-
sures to perform the behavior in question (subjective norm).
Attitude is an individual's mental processing of their actual and
potential responses (Ajzen and Fishbein, 1980, p. 13). It also
represents a summary evaluation of a psychological object cap-
tured in attribute dimensions of good-bad, harmful-benecial,
pleasant-unpleasant, and likable-dislikable (Ajzen, 2001). Subjec-
tive norm is assumed to be determined by the social inuence that
is exerted by relevant reference groups. The subjective norm
reects an individual's belief about whether people of signicant
importance or closeness to them or who they respect think that
they should perform a particular act (Ajzen and Fishbein, 1980).
Crotts and Erdmann (2000) suggested that the national culture
of tourists inuences their evaluation of a travel service, their
repurchase intentions, and their willingness to recommend to
others. Hence, it makes sense to conduct this study among the
mainland Chinese population, which has a non-Western culture, to
verify these claims. Personal relationships are particularly impor-
tant among Chinese (Yang, 1992). To show respect, express
obedience, and maintain group harmony, Chinese are generally
willing to comply with what the most important people in their
lives, and the subjective norm is believed to be one of the main
factors that inuences behavioral intention in the TRA model in a
Chinese context. The study of Lam and Hsu (2006) on Taiwanese
residents and the work of Hsu et al. (2006) have demonstrated the
importance of social inuence for Taiwanese Chinese when mak-
ing travel decisions.
However, the TRA has been criticized by other researchers, who
have stated that a person's behavior may also be caused by that
person's attitude toward the object to which the behavior is
 A. Lo, H. Qu / Journal of Retailing and Consumer Services 22 (2015) 231243
directed (Eagly and Chaiken, 1993, p. 192). Ajzen and Fishbein
(1980) considered the attitude toward the object a variable that is
external to the original TRA, and held that if the attitude toward a
product, service, or brand (attitude toward the object) is found to
inuence the attitude toward behavior and the subjective norm
that inuences that behavior, then it can be expected that it will
also inuence purchase intentions. A number of consumer beha-
vior studies have looked at attitude toward the product or the
service itself, rather than using attitude toward the act of buying a
particular product or service to predict the purchase intention or
actual purchase behavior.
The TRA also suggests that human behavior is best predicted by
an individual's stated intention to behave in a certain way (Ajzen
and Fishbein, 1980). A favorable behavioral intention is associated
with a service provider's ability to encourage its customers to say
positive things about the service provider; recommend the service
provider to other customers; remain loyal and continue to
repurchase from the service provider; spend more with the service
provider; and pay more (Zeithaml et al., 1996). Gronholdt et al.
(2000) operationalized behavioral intention by following this line
of thought, but they also included intention to switch to a
competitor as a component. These denitions of behavioral inten-
tion reect both the behavioral and attitudinal components of
consumer behavioral intention.
Baker and Crompton (2000) adopted Zeithaml et al. (1996)s
behavioral intention scale in a study of festival visitors using four
items to operationalize behavioral intention, four items to mea-
sure behavioral and attitudinal loyalty, and two items to measure
willingness to pay more. In their study of the relationship between
service quality, satisfaction, and behavioral intention among wild-
life refuge visitors, Tian-Cole et al. (2002) used three items to
operationalize behavioral intentions, including the likeliness of
repatronage, saying positive things to other people, encouraging
friends and relatives, and paying higher prices.
In leisure, recreation, and tourism researches, the TRA and its
variations are commonly used to understand the determinants of
an individual's behavioral intention (e.g. Ajzen and Driver, 1992;
Young and Kent, 1985; Yu and Littrell, 2003, 2005). Other variables
such as mood and involvement (Ajzen and Driver, 1992), past
experience (Lam and Hsu, 2004), and store atmospherics (Ogle
et al., 2004) are used together with the TRA to predict behavioral
intentions of participation in leisure activities, selection of travel
destination, and patronage of a store. The aforementioned studies
all supported the view that variables other than those that were
specied in the original TRA model also play a role in inuencing
customer behavior and behavioral intentions. Merely understand-
ing the attitude of tourists toward shopping does not provide any
practical information for the service provider, whereas determin-
ing what may create positive attitudes toward shopping or that
may affect perceptions of social inuence should be useful.
2.2. Antecedents to TRA
2.2.1. Service quality
Most of the consumer behavior studies suggest that service
quality and satisfaction have the most inuence on consumers
behavioral intention. A consumer's perception of service quality
can be seen as that person's attitude toward the product, service,
or brand. Perceived service quality is dened as a form of overall
evaluation of a product based on the evaluation of a set of criteria
for selecting a product or service or the specic characteristics of a
product or service (Parasuraman et al., 1985). Parasuraman et al.
(1985, 1988) developed the SERVQUAL instrument with ve
dimensions (tangibles, reliability, responsiveness, assurance, and
empathy) to measure service quality in service companies. This
instrument has been adopted and modied to measure service
233
quality for specic service settings such as DINESERV and LODGE-
SERV for restaurants and hotels respectively. Researchers have
coined two terms to represent the dimensions of service quality in
leisure and recreation: quality of opportunity (also termed quality
of performance), which refers to visitor perceptions of the attri-
butes of a facility or service that are controllable by the service
supplier or facility management; and quality of experience, which
is the psychological outcomes that visitors attain from using a
service or facility (Crompton and Love, 1995; Tian-Cole et al.,
2002). Babin and Attaway (2000) suggest that it is important to
understand how consumers evaluate both the product and the
store during a shopping trip, as both can inuence the utilitarian
and hedonic values. According to Wong (2013) and Wong and Wan
(2013), Mainland Chinese tourists visiting Macau evaluate their
shopping experience based on the service and products available,
shopping environment, merchandise value, employee service
quality, and service differentiation and convenience.
2.2.2. Satisfaction
Customer satisfaction is dened either as an outcome or a
process. It has also been dened by researchers based on two
levels of aggregations: transaction-specic assessment and overall
assessment (Bitner and Hubber, 1994; Parasuraman et al., 1994;
Rust and Oliver, 1994; Teas, 1993; Yi, 1990). With transaction-
specic assessment, customer satisfaction is the emotional reac-
tion that follows a disconrmation experience at the
consumption-specic level that leads to a global assessment of
perceived quality (Oliver, 1980, 1981). With overall assessment,
satisfaction represents a customer's overall satisfaction with an
organization based on all encounters and experiences with that
particular organization (Bitner and Hubber, 1994; Johnson et al.,
1995; Parasuraman et al., 1994).
2.2.3. Perceived value
In addition to service quality and satisfaction, perceived value
has been identied as an important indicator of repurchase
intentions (Parasuraman and Grewal, 2000) in the services mar-
keting context, and represents the end goal or outcome that a
customer desires after the purchase or experience of the service.
Value is dened by Zeithaml (1988) as the consumer's overall
assessment of the utility of a product based on the perceptions of
what is received and what is given. In the context of shopping,
value is dened as all factors that make up the complete shopping
experience, not simply by the acquisition and utility of products
(Babin et al., 1994; Diep and Sweeney, 2008; Zeithaml, 1988).
Babin et al. (1994) developed a two-dimension shopping value
scale to capture the task-related and experiential aspects of value
that customers acquire through shopping. The scale is an overall
assessment of subjective worth that considers all of the relevant
evaluative criteria. Utilitarian value refers to the consumer's
evaluation of whether the outcome of a shopping experience
was successful in terms of satisfying the need that stimulated
the shopping trip. These utilitarian outcomes include whether a
product is purchased in a deliberant and efcient manner or
whether the customer obtains information such as price, variety,
or performance about different products (Sweeney and Soutar,
2001; Park, 2004; Petrick, 2002). In contrast, the hedonic
value that is derived from a shopping experience reects the
emotional or psychological worth of the experience. It is more
subjective and personal than utilitarian value, and is often the
result of fun and playful experiences. Shoppers who enjoy the
exploration of new products and the fun of bargaining, or those
who shop to escape are seeking hedonic value from the shopping
experience (Babin and Attaway, 2000; Holbrook and Hirschman,
1982; Jackson et al., 2011; Jones et al., 2006; Michon and Chebat,
234 A. Lo, H. Qu / Journal of Retailing and Consumer Services 22 (2015) 231243
2004; Stoel et al., 2004). A number of researchers have demon-
strated that both utilitarian and hedonic values can be attained by
customers during a shopping experience (Babin and Babin, 2001;
Babin et al., 1994; Babin and Attaway, 2000; Carpenter et al., 2005;
Fisher and Arnold, 1990; Jackson et al., 2011; Jones et al., 2006;
Michon and Chebat, 2004; Sherry, 1990, Stoel et al., 2004). Tourism
experiences are different from service experiences at home (Ryan,
1999) and it is thus reasonable to believe that shopping experi-
ences as a tourist differ from day-to-day shopping experiences. In
some instances the presence of one may inhibit the other, but in
other cases they can both exist in a single shopping experience
evaluation. Hence, the delivery of value through the shopping
experience is an effective strategy by which retailers can differ-
entiate themselves from their competitors.
3. Proposed model and hypotheses
Shopping experience is a blend of the perceptions of products,
services and places. Service and products offered by the retailers
are crucial part of a destination experience (Tosun et al., 2007).
Bolton and Drew (1991) stated that perceived service value is
positively related to the evaluation of service quality. Stoel et al.
(2004) found positive relationships between satisfaction with
shopping mall attributes and the utilitarian and hedonic shopping
values that shoppers attained as a result of the shopping experi-
ence. Rayburn and Voss (2013) afrmed that customers percep-
tion of the atmosphere of the shopping environment has positive
impact on both hedonic and utilitarian shopping values. The
proposed model suggests that perceived quality of a specic
shopping experience inuences the perceived value that is
attained from the shopping experience. Hence, the following
hypotheses are proposed.
H1. The perceived shopping quality positively inuences hedonic
value.
H2. wThe perceived shopping quality positively inuences utilitarian
value.
Stoel et al. (2004) conrmed the mediating role of value in the
relationship between satisfaction with shopping attributes and
repatronage intention. Cronin et al. (2000) proved that service
quality indirectly affects behavioral intention through value and
satisfaction, whereas value has an indirect effect on behavioral
intention through satisfaction. Woodruff (1997) suggested that the
overall satisfaction of customers is directly inuenced by their
perceptions of the received value outcome. Hence, utilitarian and
hedonic values are hypothesized to inuence the overall shopping
satisfaction.
H3. Hedonic value positively inuences the overall satisfaction
with the shopping experience in the destination.
H4. Utilitarian value positively inuences the overall satisfaction
with the shopping experience in the destination.
Hedonic
H1 shopping
value
Perceived
shopping
quality
Utilitarian
H2 shopping
value
Fig. 1. Conceptual framework for the proposed model.
It is also hypothesized that the subjective norm is positively
inuenced by hedonic and utilitarian value. If the attitude of an
individual is not positive, then it is likely that the individual's
perception of the subjective norm is also likely not to be positive.
Hence, the following hypotheses are suggested.
H5. Hedonic value positively inuences the subjective norm.
H6. Utilitarian value positively inuences the subjective norm.
Traditional satisfaction models have proven the positive rela-
tionship between satisfaction and behavior or behavioral intention
(Getty and Thompson, 1994; Knutson, 1988; Oliver, 1980, 1981;
Stoel et al., 2004; Tian-Cole et al., 2002). However, this model
proposes that the relationship is mediated by attitude toward
visiting and shopping in Hong Kong in the future (attitude toward
behavior), in accordance with the composite attitude model of
Eagly and Chaiken (1993). Overall shopping satisfaction is dened
as the overall evaluation or attitude of mainland Chinese tourists
toward the shopping attributes of Hong Kong. The following
hypothesis is suggested.
H7. Overall satisfaction positively inuences the attitude toward
visiting the destination in the future.
Attitude toward visiting and shopping in Hong Kong and the
subjective norm are hypothesized to inuence behavioral inten-
tion in accordance with the original model of Fishbein and Ajzen
(1975). As has been mentioned, the subjective norm reects
people's beliefs about whether the people to whom they are close
or whom they respect think that they should perform a particular
act (Ajzen and Fishbein, 1980). The inuence of the subjective
norm reects the social pressure that a decision maker feels to
make a purchase (Bagozzi et al., 2000). As it is believed that people
from interdependent cultures, such as Chinese people, place a high
emphasis on social harmony and relations and tend to be more
obedient (Gabrenya and Hwang, 1996; Yates and Lee, 1996), the
subjective norm is hypothesized to inuence the behavioral
intentions of mainland Chinese tourists when making travel
decisions. However, other researchers (e.g. Ogle et al., 2004) hold
a different opinion of the role subjective norm in inuencing
behavior and behavioral intention. Hence, the proposed model
tests the relationship between the subjective norm and positive
behavioral intention.
H8. The subjective norm positively inuences behavioral intention.
H9. Attitude toward shopping in the destination positively inu-
ences behavioral intention.
Fig. 1 below shows the proposed model and the hypothesized
relationships among the different constructs. The model suggests
that shopping quality has an indirect effect on behavioral intention
through value, satisfaction, and attitude, and that value has an
indirect effect on behavioral intention through the mediation of
satisfaction and attitude. Attitude toward shopping in a destina-
tion and the subjective norm are hypothesized to inuence the
visiting intention of tourists. The antecedents to the TRA model are
H5 Subjective
norm
H8
H4 Behavioral
intention
H6
Overall Attitude
satisfaction H9
H3 H7
 A. Lo, H. Qu / Journal of Retailing and Consumer Services 22 (2015) 231243 235

the perceptions among tourists of shopping quality during a shopping locations. The Cronbach's alphas of the different con-
particular shopping experience in Hong Kong. structs measured range from 0.97 to 0.68.

4.2. Sampling

4. Methods The target population of the study was Mainland Chinese

4.1. Instrument
A questionnaire was developed based on the review of the
literature and results of in-depth interviews with ve mainland
Chinese tourists who had previous experience of traveling to and
shopping in Hong Kong. The shopping quality scale in this study
was developed based on literature in shopping, tourism, and
leisure related experience, with the addition of attributes that
are specically relevant to mainland Chinese tourists, such as the
display of prices and the availability of different payment methods.
Babin et al. (1994)s shopping value scale was adopted to measure
perceived shopping value.
The questionnaire was written in English and translated into
Chinese by a professional native Chinese translator by adopting
the translation/back translation procedure as described by Brislin
(1976). Some of the wording in Chinese was modied to ensure
that it correctly reected the meaning of the English version. The
content and wording of both the English and Chinese question-
naires were commented upon by faculty members of two uni-
versities to ensure the content validity. The questionnaire
comprised eight sections and collected information about the
respondents demographic, traveling and shopping related beha-
vioral characteristics; the perceived quality of the shopping
experience immediately before they were interviewed; the per-
ceived value attained during their shopping experiences; their
overall satisfaction with the shopping experience; their attitude
toward shopping in Hong Kong in the future; the importance of
the subjective norm on the decision of the respondents to visit and
shop in Hong Kong again; and their behavioral intention to visit
and shop in Hong Kong in the future. Seven-point Likert-type
scales were used to measure perceived quality, perceived value,
subjective norm, and behavioral intention. Satisfaction and atti-
tude were measured by 10-point semantic differential scales.
Some of the wordings in questionnaire were modied after being
tested with 50 conveniently selected respondents at different
tourists who shopped in Hong Kong during an 18-day period
between May and June 2006. Two popular shopping locations,
three hotels, and one guesthouse were selected for conducting the
interviews. Each hotel represented a hotel category of the Hong
Kong Hotels Association hotel classication and the guesthouse
represented the lower-end accommodation in which some main-
land Chinese tour groups preferred to stay. A systematic conve-
nience sampling method was used, with every fth person who
appeared to be Chinese who walked through the exit or entrance
of the stores, hotels, and guesthouse, being approached. Only
those mainland Chinese tourists who had been shopping (no
purchase was necessary) before the interview qualied for the
survey. If the identied person declined the invitation, then the
next person was selected. A total of 874 mainland Chinese tourists
were approached, 68 of whom were not willing to participate. Of
the 806 questionnaires that were completed during the inter-
views, 28 were missing essential information that related to the
variables that were used for structural equation model. A total of
778 usable questionnaires were available for the analysis.
4.3. Data analysis
Descriptive statistics were used to analyze the demographic
characteristics of the respondents. Exploratory factor analysis
(EFA) was performed on a random sample of 260 observations to
group the shopping quality attributes into smaller number of
dimensions. The rest of the observations were used for the model
analysis. Conrmatory factor analysis (CFA) was performed to
conrm the measurement model. Structural equation modeling
(SEM) was adopted to test the proposed structural model.
5. Results
Table 1 shows that demographic and travel characteristics of
the respondents. More than half of them were male. The majority

Table 1
Demographic prole of the respondents.

Characteristic (%) Characteristic (%) Characteristic (%)

Gender Education Origin

Male 58.9 Primary or below 0.6 Eastern China 72.4
Female 41.1 Middle school 2.8 Central China 16.7
Total 100 High school 18.5 Western China 10.9
College/university 67.5 Total 100.0
Age Master/Ph.D. 10.5
Under 18 0.4 Total 100.0
1824 11.1 Monthly household income
2534 39.8 Occupation (1RMB 0.16USD)
3544 29.8 Professional 18.5 Below RMB 2,000 10.5
4554 15.3 Self-employed 11.1 RMB 2,000 to 5,999 42.5
5564 3.1 Clerical/admin./secretarial 32.3 RMB 6,000 to 9,999 25.3
65 or over 0.5 Managerial 20.6 RMB 10,000 to 13,999 12.1
Total 100.0 Service personnel 4.2 RMB 14,000 to 17,999 4.8
Skilled/technical worker 4.1 RMB 18,000 or above 4.8
Marital status Agricultural or shery worker 1.2 100.0
Single 17.9 Housewife 1.3
Married without children 15.8 Full-time student 2.2
Married with children 66.1 Retiree 3.3
Other 0.3 Other 0.8
Total 100.0 Unemployed 0.5
Total 100.0
236 A. Lo, H. Qu / Journal of Retailing and Consumer Services 22 (2015) 231243

of the respondents were between 25 to 44 years old (69.9%) and
only a little more than 3% were over the age of 55. Majority of
them were married and 66.1% had children. 78% of the respon-
dents were college or university educated or above. In terms of
their occupation, 32.3% were in clerical, administrative, or secre-
tarial jobs, approximately 20% held managerial positions, and 18%
were professionals. Over 40% had a monthly household income of
between RMB 2000 and 5999 (1RMB 0.16USD) (USD 320 to 959),
a quarter of them had a household income of between RMB 6000
and 9999 (USD 960 to 1599), and a fth had household income of
RMB 10,000 or more (USD 1600). Over 70% of the respondents
came from eastern China.
Exploratory factor analysis (EFA) was performed on a random
sample of 260 observations to group the shopping quality
attributes into smaller number of dimensions. Principal compo-
nent analysis with Varimax rotation was used. The correlation
matrix showed a sufcient number of correlations greater than
0.3. Both Bartlett's test of sphericity (sig.4 0.00) and the KMO-
MSA (0.900) indicated that the data were appropriate for factor
analysis. Factors with eigenvalues greater than or equal to 1.0 were
considered to be signicant. For practical signicance purpose, a
factor loading of 0.5 was used. Ultimately, six factors that included
24 items were identied. The factors, which include Price and
promotions, Environment, Staff, Products, Convenience
and reputation, and Payment information, explained 69.01% of
the total variance. The reliability coefcients of the six factors
ranged from 0.64 to 0.88, which is considered acceptable (Nunnally
and Bernstein, 1994).

Table 2
Results for the measurement model.

Std. R2 Composite Average variance

loadings reliability extracted

Exogenous variable
Perception of shopping quality
Environment 0.883 0.655
The decoration of the shop is modern 0.77 0.59
The environment of the shop is comfortable 0.85 0.73
The environment of the shop is safe 0.86 0.74
The environment of the shop is clean 0.75 0.56
Convenience and reputation 0.689 0.427
The shop provides opportunities to try the products 0.59 0.35
The opening hours of the shop are convenient 0.75 0.56
The refund/return policy is simple and convenient 0.61 0.37
Products 0.789 0.484
The shop has a quality/service guarantee 0.62 0.39
Products of the latest style/model are available 0.72 0.51
The quality of the products is good 0.76 0.57
There is a good variety of products/brands 0.68 0.46
Staff 0.840 0.567
The staff have a good product knowledge 0.76 0.57
The staff have a good service attitude 0.78 0.61
The staff have a good command of the language I speak 0.76 0.58
The staff provide a prompt service 0.71 0.51
Payment information 0.647 0.478
The prices of the products are clearly displayed 0.70 0.50
A variety of payment methods is available 0.68 0.46
Promotion 0.876 0.702
The shop has attractive discounts 0.85 0.73
The shop gives out gifts and samples 0.81 0.66
Special prices of the products are available 0.85 0.72

Endogenous variables
Hedonic value 0.829 0.548
While shopping, I felt a sense of adventure 0.71 0.51
I enjoyed the exposure to new products during the shopping trip 0.75 0.56
I had a good time because I was able to act on the spur of the moment 0.73 0.53
I enjoyed shopping in this shop for its own sake, not just for the items I might have purchased 0.77 0.59
Utilitarian value 0.893 0.806
I found the item(s) I was looking for 0.91 0.83
I accomplished what I wanted to do in this shop 0.89 0.78
Overall satisfaction 0.954 0.873
Satised 0.94 0.86
Pleased 0.93 0.87
Favorable 0.93 0.88
Subjective norm 0.873 0.775
Most people who are important to me think that I should shop in Hong Kong in the future 0.87 0.76
The people in my life whose opinion I value would approve of my shopping in Hong Kong in the 0.89 0.79
future
Attitude 0.928 0.865
Good/bad activity 0.92 0.85
Pleasant/unpleasant activity 0.94 0.88
Behavioral intention 0.879 0.647
Say positive things about shopping in Hong Kong to other people 0.74 0.55
Visit and shop in Hong Kong again in the future 0.86 0.75
Encourage friends and relatives to visit and shop in Hong Kong 0.88 0.77
Continue to visit and shop in Hong Kong even if the costs of visiting are higher than in other 0.72 0.52
destinations
 A. Lo, H. Qu / Journal of Retailing and Consumer Services 22 (2015) 231243
5.1. The measurement model
CFA was used to conrm the measurement scale for shopping
quality that was generated by the EFA and of the shopping value
scale that was adapted from Babin et al. (1994) and Michon and
Chebat (2004). The hypothesized measurement model for shop-
ping quality consisted of the six dimensions identied in EFA. The
measurement model for each of the latent constructs was eval-
uated independently to ensure the uni-dimensionality of the
constructs. The GFI of 0.95, NFI and CFI of 0.98, and AGFI of 0.93
were all exceeding the suggested t guideline of Z 0.9. The RMSEA
of 0.039 was also within the 0.08 standard. The RMR of 0.05 was
below the value of 0.08 and SRMR of 0.038 was also below the cut-
point of 0.05. Normed-2 of 2.17 was also within the suggested
range of 1 to 3 (Diamantopoulos and Siguaw, 2000; Hair et al.,
2006; Reisinger and Turner, 1999). All the t indices of the nal
measurement model for the shopping quality construct showed to
have a good t.
CFA was then conducted for all of the indicators of hedonic and
utilitarian value. The nal measurement model's 2 is 5.79 with
8 df (P 0.67). The values of GFI, NFI, CFI of 1 and AFGI of 0.99 all
exceeded the cut-point of 0.9. The RMSEA of 0.0 and RMR of 0.022
were within the 0.08 guideline. The SRMR of 0.013 was also within
the 0.05 cut-point. All the t indices showed the measurement
model to have a good t. CFA was then conducted for all of the
latent variables in the model. The model has a 2 of 1006.74 with
563 df (P 0.00). The GFI of 0.92, NFI of 0.98, CFI of 0.99, and AGFI
of 0.90 all exceeded the 0.9 guideline. The RMSEA of 0.032 and
RMR of 0.058 were both within the suggested standard of 0.08.
The SRMR of 0.037 was within the guideline of 0.05. All the t
indices showed the measurement model with all of the variables
to have a good t.
The reliability and validity of the variables to measure the
constructs were evaluated. All the indicator loadings were shown
to be statistically signicant for the hypothesized constructs.
Table 2 shows the squared multiple correlations (SMCs) to range
from 0.35 to 0.75 for the exogenous variables and from 0.51 to 0.89
for the endogenous variables, which indicates a moderate to high
reliability (Reisinger and Turner, 1999). The composite reliability
for all of the exogenous and endogenous variables ranged from
0.647 to 0.954, which is higher than the suggested threshold of 0.6
(Diamantopoulos and Siguaw, 2000). The average variance
extracted for the endogenous variables ranged from 0.548 to
0.873, surpassed the threshold value of 0.50. However, for the
exogenous variables, the average variance extracted for products,
payment, and convenience were slightly below the 0.5 threshold,
which indicates that the measurement error accounted for a
greater amount of variance in the indicators than the underlying
latent variable. In conclusion, the assessment of the measurement
model suggested the validity and reliability of the operationaliza-
tion of the latent variables to be acceptable.
The discriminant validity of the measurement model was also
examined, which indicates the extent to which a construct is truly
distinct from other constructs (Hair et al., 2006). The correlations
among the latent constructs and t-values were reviewed. Table 3
shows that the correlations among and between the exogenous
and endogenous constructs ranged from 0.23 to 0.87, which
indicates a reasonable level of inter-correlation.
5.2. The structural model and test of hypotheses
The structural relationships among the constructs were eval-
uated. The loading estimates of the structural model were exam-
ined to ensure that they had not changed substantially from the
CFA model. The value of the changes was less than 0.02 in all cases,
which indicates parameter stability among the measured items in
237
the structural model. The overall structural model t was then
examined. Table 4 shows that half of the t indicators fell within
the range of the suggested thresholds, but the RMR, SRMR, and
AGFI were slightly outside of the t guidelines. Model modication
was therefore performed based on modication indices and
literature support to obtain a better model t.
As shown in Table 5, each modication (Model 2 to Model 4)
involved the addition of one more path to the initial model as
suggested by the modication indices (less constrained model). A
constrained model (Model 5) was then produced to determine
whether a better t would be created by dropping some of the
non-signicant paths. The results for Model 5 showed almost all of
the t statistics to remain the same as in Model 4, except that
because of the fourfold increase in the degree of freedom, the 2
increased by only 4.46. To preserve the information from the initial
model, the modied model was not adopted. In conclusion, Model
4 was found to be the preferred model, with all of the t statistics
being fairly acceptable. Although the Chi-square statistic was still
signicant, the substantial decrease in the Chi-square, GFI, RMSEA,
and SRMR suggested that the nal model M4 represented a
substantial improvement in the model t over the initial model.
A cross-validation was performed to see whether a model is
likely to cross-validate across samples of the same size from the
same population. The expected cross-validation index (ECVI) of
M4 was compared to the ECVI values of the independent model
(the most restricted model, in which all of the observed variables
are uncorrelated) and the saturated model (in which the number
of parameters to be estimated is exactly the same as the amount of
variance and covariance among the observed variables with zero
degrees of freedom) (Diamantopoulos and Siguaw, 2000). The
ECVI values for M4, independent, and saturated models were 1.77,
79.58, and 1.81 respectively. The ECVI for M4 was lower than those
of both the independent and the saturated model, which suggests
that M4 is likely to cross-validate across samples of the same size
from the same population, and that the model has a good t and
predictive validity. After the overall structural model was evalu-
ated, the individual parameter estimates were examined. The
hypotheses were tested by evaluating the relationships between
the endogenous and exogenous variables and the results are
shown in Table 6.
Finally, the squared multiple correlations (R2) for the structural
equations, which indicate the amount of variance in each endo-
genous latent variable that is accounted for by the independent
latent variables, were evaluated. The R2 for the ve endogenous
variables ranged from 0.32 to 0.76. Overall, the model had an R2 of
0.47, which indicates that the six shopping quality components
explained 47% of the variance in behavioral intention. The results
for the nal structural model are shown in Fig. 2.
6. Discussion
The proposed model conrms that the TRA model and its
antecedents are appropriate for use in understanding the beha-
vioral intention of tourists in relation to visiting and shopping in a
tourism destination. The hypothesized model also attempts to
understand the inuence of the antecedents of the two constructs
of the TRA model. Furthermore, this study identies the various
impact shopping quality dimensions which inuence tourists
perceived value. Not all shopping quality factors are equally
inuential in generating positive perceived value, satisfaction,
and behavioral intentions. Some factors may be more important
in achieving competitive advantage than others. Relevant critical
success factors should be identied so that the destination and the
tourism service providers can ensure that they are delivering value
238 A. Lo, H. Qu / Journal of Retailing and Consumer Services 22 (2015) 231243

Table 3
Discriminant validity of the constructs.

Behavioral Subjective Attitude Overall Hedonic Utilitarian Environment Products Staff Payment Convenience Promotion
intention norm satisfaction value value

Behavioral 1.00
intention
Subjective 0.66nn 1.00
norm
nn
Attitude 0.60 0.70nn 1.00
Overall 0.53nn 0.64nn 0.87nn 1.00
satisfaction
Hedonic value 0.48nn 0.62nn 0.62nn 0.62nn 1.00
Utilitarian 0.43nn 0.57nn 0.57nn 0.58nn 0.59nn 1.00
value
nn nn nn nn nn
Environment 0.36 0.34 0.37 0.39 0.38 0.33nn 1.00
Product 0.44nn 0.42nn 0.47nn 0.41nn 0.48nn 0.44nn 0.55nn 1.00
Staff 0.34nn 0.38nn 0.42nn 0.44nn 0.42nn 0.37nn 0.45nn 0.68nn 1.00
Payment 0.35nn 0.44nn 0.44nn 0.42nn 0.48nn 0.41nn 0.44nn 0.67nn 0.70nn 1.00
Convenience 0.33nn 0.40nn 0.43nn 0.43nn 0.55nn 0.46nn 0.43nn 0.66nn 0.55nn 0.60nn 1.00
Promotion 0.30nn 0.41nn 0.48nn 0.47nn 0.54nn 0.45nn 0.23nn 0.45nn 0.51nn 0.64nn 0.57nn 1.00

Note.
nn
p o.01.

Table 4 of the store, which include location, staff, and environment

Comparison of the t indices of the measurement and structural models. (Albrecht, 1995; Diep and Sweeney, 2008).
Not all of the dimensions of shopping quality exert an inuence
2 with degrees of Measurement model Structural model Fit
on the perceived shopping value, with only environment,
freedom 1006.74 (P 0.00) with 1237.45 guidelines
563 df (P 0.0) with 595 df promotion, and convenience having a positive inuence on
both hedonic and utilitarian value. Among the three signicant
shopping quality dimensions, promotion had the strongest
GFI 0.92 0.90 Z0.9
inuence on the two types of shopping values, followed by
RMSEA 0.032 0.037 o0.05 to
0.08
convenience and environment. Promotional incentives and
RMR 0.058 0.11 r0.08 environment were found to have a signicant relationship with
SRMR 0.037 0.061 o0.05 both hedonic and utilitarian value in this study, but were found to
NFI 0.98 0.97 Z0.9 have a signicant relationship only with utilitarian value in a
CFI 0.99 0.98 Z0.9
consumer study in a retail food-service setting (Park, 2004).
AGFI 0.90 0.88 Z0.9
2/df 1.79 2.08 1 to 3 Promotion included the availability of discounts and samples,
both are tangible entities that tourists can recognize. The avail-
ability of attractive discounts and special offers also contributed to
Table 5 both hedonic and utilitarian shopping value. Spears (2001) sug-
Fit statistics for the structural models. gests that sales promotions such as rebates, sales premiums,
coupons, and discounts urge customers to speed up the decision
Model 2 Prob. df 2/df RMR SRMR RMSEA CFI GFI AGFI
to buy the products. It is framed as a gain by the customers. If the
M1 1237.45 0.0 595 2.08 0.11 0.061 0.037 0.98 0.90 0.88 customers cannot take advantage of the promotional offer, the
M2 1185.81 0.0 594 2.00 0.10 0.058 0.036 0.99 0.90 0.89 gain will be framed as a loss. This is likely to be especially so
M3 1163.89 0.0 593 1.96 0.087 0.052 0.035 0.99 0.91 0.89 with independent retail operations or open markets, where goods
M4 1151.00 0.0 592 1.94 0.083 0.048 0.035 0.99 0.91 0.89
and products are not necessarily sold at xed prices and retailers
M5 1155.46 0.0 596 1.94 0.083 0.048 0.035 0.99 0.91 0.89
often use discounts and special offers to attract more customers.
The monetary savings from such transactions may contribute to
M1: Initial model. the attainment of utilitarian shopping value. Furthermore, tourists
M2: Initial model plus a path from Overall satisfaction to Subjective Norm.
may also obtain enjoyment and excitement during the process of
M3: M2 plus a path from Staff to Overall satisfaction.
M4: M3 plus a path from Products to Behavioral Intention. negotiation and bargaining with sales people, and thus it may be
M5: M4 and the removal of paths from Staff and Products to Hedonic value possible that promotions help tourists to realize hedonic value
and Utilitarian value. through the shopping experience. Samples are something that
tourists can take away from the shopping experience, and it is
easier for tourists to associate them with the values or benets
that meets and exceeds the expectations of its target tourist that the shopping experience helped them to achieve. The avail-
markets better than competitors (Bowie and Buttle, 2011). ability of attractive discounts and special offers also contributed to
both hedonic and utilitarian shopping value. It is possible that the
monetary savings may contribute to the attainment of utilitarian
6.1. Shopping quality dimensions inuence perceived value shopping value. Tourists may also obtain enjoyment and excite-
ment during the process of negotiation and bargaining with sales
In line with previous researches, this study supports that people, and thus contribution to the attainment of hedonic value
tourists shopping experience generate hedonic and utilitarian through the shopping experience.
value (Babin et al., 1994; Diep and Sweeney, 2008; Jones et al., Convenience is another signicant factor inuencing shop-
2006). During the shopping trip, tourists form value perceptions ping values. The result is similar to what Wong and Wan (2013)
based on their interactions with the products and various aspects identied that service differentiation such as the provision of
 A. Lo, H. Qu / Journal of Retailing and Consumer Services 22 (2015) 231243 239

Table 6
Results for the nal structural model.

Hypothesis Path Std coeff. t-Value Result

H1: The perceived shopping quality positively inuences hedonic value

H1a Product-hedonic value 1,1 0.13 1.44 Not supported
H1b Payment-hedonic value 1,2  0.039  0.38 Not supported
H1c Environment-hedonic value 1,3 0.16 3.51n Supported
H1d Promotion-hedonic value 1,4 0.35 4.77n Supported
H1e Convenience-hedonic value 1,5 0.26 3.37n Supported
H1f Staff-hedonic value 1,6  0.033  0.49 Not supported
H2: The perceived shopping quality positively inuences utilitarian value
H2a Product-utilitarian value 2,1 0.17 1.90 Not supported
H2b Payment-utilitarian value 2,2  0.058  0.55 Not supported
H2c Environment-utilitarian value 2,3 0.13 2.56n Supported
H2d Promotion-utilitarian value 2,4 0.30 4.45n Supported
H2e Convenience-utilitarian value 2,5 0.21 2.54n Supported
H2f Staff-utilitarian value 2,6  0.027  0.38 Not supported
H3: Hedonic value positively inuences overall satisfaction with the shopping experience in the destination
H3 Hedonic value-overall satisfaction 4,1 0.39 8.97n Supported
H4: Utilitarian value positively inuences overall satisfaction with the shopping experience in the destination
n
H4 Utilitarian value-overall satisfaction 4,2 0.33 8.17 Supported
H5: Hedonic value positively inuences the subjective norm
n
H5 Hedonic value-subjective norm 3,1 0.27 5.30 Supported
H6: Utilitarian value positively inuences the subjective norm
H6 Utilitarian value-subjective norm 3,2 0.21 4.24n Supported
H7: Overall satisfaction positively inuences attitude toward visiting and shopping in the destination in the future
H7 Overall satisfaction-attitude 5,4 0.87 29.58n Supported
H8: Subjective norm positively inuences behavioral intention
n
H8 Subjective norm-behavioral intention 6,3 0.44 9.18 Supported
H9: Attitude toward shopping positively inuences behavioral intention
H9 Attitude-behavioral intention 6,5 0.23 5.44n Supported
New paths
Overall satisfaction-subjective norm 3,4 0.38 5.78n New
Staff-overall satisfaction 5,6 0.17 3.41n New
Product-behavioral intention 6,1 0.16 3.74n New

n
Indicates signicance at the 0.05 level.

home delivery service is one of the important attribute in
evaluating tourists shopping experience. Over half of the Main-
land Chinese tourists visiting Hong Kong are same-day visitors
(HKTB, 2013) and they mainly come for shopping. Even for over-
night Mainland Chinese visitors, they only stay in Hong Kong for
less than four days and the average length of stay for this market is
declining over the years (HKTB, 2013). As time is limited, tourists
are urged to accomplish as much as they can during their visit to
Hong Kong, which may include sightseeing, dining, visiting attrac-
tions, and shopping. As Hanna et al. (2005) suggest that deadline
and time limits will make the consumers feel the urge to take
advantage of a retail offer. Therefore, tourists will appreciate
retailers who can provide them with convenience in terms of
shopping hours, delivery service, return policy, payment
methods etc.
Environment had the weakest inuence on the two types of
shopping values of all of the shopping quality dimensions.
Although the strength of the inuence is lower, the result still
concurs with ndings of earlier studies on store and shopping mall
environments and highlights the important inuence that the
servicescape and shopping mall attributes have on the behavior
and behavioral intention of customers (Finn and Louviere, 1996;
Lucas, 1999; Shim and Eastlick, 1998; Stoel et al., 2004; Wakeeld
and Blodgett 1994, 1996). Similar result is obtained by Choi et al.
(2008)s study of Mainland Chinese tourists apparel shopping
behavior as they found that the in-store shopping environment
has a relatively low inuence on the tourists purchase decision.
6.2. Hedonic value has stronger inuence on satisfaction
Shopping value was found to have a signicant positive
inuence on overall satisfaction with the shopping experience
and the subjective norm. Hedonic value had a stronger inuence
on both overall satisfaction and subjective norm, and thus inu-
enced behavioral intention. These results support those from
earlier research that suggested hedonic value is more strongly
related to customer patronage intention than utilitarian value
(Babin and Attaway, 2000; Stoel et al., 2004). It would be more
effective to increase the perceived hedonic value of tourists, given
that it has a stronger inuence on overall satisfaction and the
subjective norm.
6.3. Subjective norm has stronger inuence on intention
Overall satisfaction was also found to have signicant inuence
on attitude toward shopping in Hong Kong in the future, which in
turn was found to have a signicant inuence on intention to visit
again. Similarly, in the study of Hsu et al. (2006), the attitude that
was formed after engaging in online shopping was found to have a
signicant positive inuence on intention to continue to shop
online, but satisfaction with the online shopping experience did
not inuence the formation of attitude toward the same act in the
future, although it did have a direct positive inuence on beha-
vioral intention. In this study, subjective norm had a signicant
inuence on future behavioral intention. Lam and Hsu (2006) also
found the same relationship between these two constructs,
although the relationship between attitude and behavioral inten-
tion was not supported in their study.
The inuence of the subjective norm on behavioral intention in
this study was almost twice as great as the inuence of overall
satisfaction, which suggests that even though the mainland
Chinese tourists were satised with the shopping experience in
Hong Kong, their perception of the opinion of people who were
important to them had more weight in inuencing their intention
240 A. Lo, H. Qu / Journal of Retailing and Consumer Services 22 (2015) 231243
Fig. 2. Final structural model.
to visit Hong Kong in the future. This very much corresponds to
the characteristics of Chinese collective style of decision making
(Yates and Lee, 1996). In Chinese cultures a broader social
responsibility is emphasized, with a particular emphasis on
socially desirable and culturally approved behavior such as ensur-
ing social harmony. Gabrenya and Hwang (1996) suggested that
attentiveness and sensitivity to the needs of others is a key
ingredient of courtesy L (). In addition, the strong social
orientation of Chinese people makes it difcult at times for people
to abstract themselves from the interpersonal demands of a
situation, and the perceptions and actions of others are always
considered in making decisions. When engaging in leisure travel,
which is an occasion when people tend to travel with people who
are close to them, the perception of travel companions is likely to
be important, especially given that there is a high possibility that
they will travel together again. The experiences of travel compa-
nions may therefore inuence the attitude and behavioral inten-
tion of tourists.
6.4. Model modication
The results of this study highlight new paths between the
various constructs in the proposed model. The staff shopping
quality variable was found not to have a direct impact on hedonic
and utilitarian value as proposed in the initial model but has a
direct positive inuence on overall satisfaction. This nding
provided a different picture than Park (2004) as he found staff to
be highly correlated with both hedonic and utilitarian values. On
the contrary, nding of this study coincides with Heung and Cheng
(2000) as they found staff service quality to have a signicant
effect on the satisfaction of tourists with shopping in Hong Kong,
indeed, it was the most important factor that inuenced overall
shopping satisfaction. Although the results of this study also reveal
a signicant relationship between staff quality and overall satis-
faction, the impact was weaker than the inuence of hedonic and
utilitarian values on overall satisfaction. Qualied staff with good
language skills, product knowledge, and service attitude are
essential in improving the overall satisfaction of tourists. In order
for retailers to outperform competitors, it is important to use old
skills in a new medium (Salter, 2006). Old skills include the
personal touch and having a relationship with customers, and the
new medium means the use of technology to communicate with
customers. To enhance such personal relationships and commu-
nication, retail stores should be designed to facilitate interaction
between customers and salespeople in order to contribute to a
positive shopping experience for customers (Salter, 2006).
The product construct was also found to have a positive direct
inuence on behavioral intention, which implies that the quality of
products as perceived by the respondents did not necessarily
contribute to the hedonic and utilitarian shopping value that they
attained, as originally proposed, but did directly inuence their
behavioral intention to visit and shop in Hong Kong again. The
study of Boyer and Hult (2005) on consumer behavioral intention
to engage in online purchasing also found that product quality was
directly correlated with increased customer behavioral intention.
This is likely to be the case because a shopping experience involves
two main components: the product being purchased and the
process of making the purchase. It is possible that product quality
did not contribute to the realization of hedonic and utilitarian
shopping value in this study but did directly inuence behavioral
 A. Lo, H. Qu / Journal of Retailing and Consumer Services 22 (2015) 231243
intention because compared to the process of shopping, the
product itself is a more tangible entity that tourists can associate
with their intention to visit and shop in the place of purchase
again. It is also easier to communicate and inuence the beha-
vioral intention of others using products because of their tangibi-
lity. Kim and Littrell (1999) similarly suggested that perceived
uniqueness and the aesthetic characteristics of souvenir items
have a direct inuence on the purchase intention of tourists. Both
their results and the results of this study conrm the direct
relationship between the perceived quality of products and future
behavioral intention to revisit and shop in a destination. This may
also be explained that Chinese are more utilitarian driven shop-
pers as they tend to spend less time in shopping malls (Tsang et al.,
2003). Once they nish buying, they have accomplished their task
in buying what they want, they will leave quickly (Cai and
Shannon, 2012). Finally, having quality products is obviously
important in creating a positive behavioral intention, as the
products themselves are the key outcome of the shopping experi-
ence. In Hong Kong, bearing the Quality Tourism Services and No
fakes designations will help shops to convey the message to
tourists that the products that they sell are of good quality and
authentic. This approach would work well with the provision of
product and service guarantees that allow tourists to return
products with which they are unsatised. Such offers are espe-
cially important for mainland Chinese tourists who are not
traveling with tour groups, as they have more exibility in
planning their shopping itinerary and will be easily able to return
goods. However, if products are not of a sufcient quality in the
rst place, then tourists will not be condent in returning to Hong
Kong to shop in the future. Hence, it is important for the Hong
Kong government to protect tourists by promulgating laws that
prohibit the sale of fraudulent goods and protect the rights of
shoppers.
Another new path was found between overall satisfaction and
the subjective norm. According to Hsu et al. (2006), positive
disconrmation, formed after comparing expectations with the
actual online shopping experience, has a positive inuence on
the interpersonal inuence of users. Similarly, in this study the
respondents were asked to evaluate their overall satisfaction after
the experience, which led to the new path between overall
satisfaction and the subjective norm.
7. Conclusion
As tourism shopping is a combination of tourism, leisure, and
consumer purchase behavior, the model that is proposed in this
study is a combination of the TRA model that is used in socio-
psychological, tourism, and leisure behavior studies, and the
service quality, satisfaction, and value models that have been
widely adopted in consumer behavior studies. As suggested by
Eagly and Chaiken (1993), customer perceptions of the quality of
products and service attributes are factors that are external to the
original TRA model, and thus the proposed model suggests that
customer evaluations of the different aspects of shopping quality
inuence their perception of the value that is attained during and
after a shopping experience, which in turn inuences their level of
satisfaction. Customer satisfaction is therefore antecedent to the
formation of attitudes and subjective norms toward shopping.
The results of the study support the proposed model and
conrm that it is appropriate for use in understanding the beha-
vioral intention of tourists in relation to visiting and shopping in a
destination again and spreading positive word-of-mouth about
the destination to others. The hypothesized model also attempts
to understand the inuence of the antecedents of the two con-
structs of the TRA model. Overall customer satisfaction toward the
241
shopping experience was found to have a signicant positive
relationship with attitude to visiting and shopping in Hong Kong
in the future, shopping values were found to have a positive
signicant inuence on customer satisfaction and the subjective
norm, and perceived shopping quality was found to have a
signicant inuence on shopping value. This shows that the model
successfully demonstrates the applicability of the TRA model and its
antecedents in the context of tourism shopping behavioral
intention.
The results of the conrmatory factor analysis showed the
tourism shopping quality scale to have a good t, and it can be
concluded that the purposely developed tourism shopping scale to
measure the perceived shopping quality among mainland Chinese
tourists is able to reect the nature of tourism shopping in the
Chinese context. Although the scale appears to be appropriate and
useful, validation with other Chinese tourists is necessary.
The results of the study reveal that not all of the shopping
experience dimensions had a signicant impact on hedonic or
utilitarian shopping values, and some were found to have a
signicant direct relationship with other endogenous constructs.
For example, staff did not have signicant inuence on either
hedonic or utilitarian shopping value, but did have a signicant
inuence on overall satisfaction with the shopping experience.
This result concurs with other studies that have found staff to
have a signicant relationship with overall satisfaction, and also
implies that not all aspects of a shopping experience contribute to
the realization of the value that customers attain from the
shopping experience. In this case, the staff did not inuence
value, but did directly inuence overall satisfaction, or the emo-
tional feeling about the shopping experience.
Products was another shopping experience dimension that
had no signicant inuence on shopping values. However, it was
shown to have a direct relationship with behavioral intention in
relation to visiting Hong Kong again and spreading positive word-
of-mouth about Hong Kong. As the shopping experience encom-
passes two main components the product being purchased and
the process of purchasing this result indicates that products have
a direct impact on the intention of tourists to return to a
destination or tell others about it, but that this inuence does
not have to go through values and satisfaction: having good
quality product is a determinant of positive behavioral intention
by itself. To sustain the reputation of being a shopping paradise,
retailers in Hong Kong should focus its resources in having quality
products and staff, engaging and convenient shopping environ-
ment, and attractive promotions. These will enhance Hong Kong's
competitive advantages to compete more effectively with rivalry
destinations.
7.1. Limitation and future research
Caution must be taken when interpreting the results as there
are some methodological limitations. First of all, a convenience
sampling, rather than random sampling, was used to survey the
respondents and the interviews were only conducted at selected
locations and time period. Tourists in other locations and/or travel
at other times may have different perceptions of the quality and
value of the shopping experience. Second, as the respondents were
invited to participate in the survey on a voluntary basis, there may
have been a non-response bias.
Several areas have emerged as areas of potential future
research. This study adopts the theory of reasoned action (TRA)
and its antecedents to understand the impact of the behavioral
intention of tourists to visit and shop in a destination again.
However, the original TRA model also suggested that such beha-
vior is inuenced by the intention to behave. A two-stage study
(during trip and post-trip) to track whether the visiting and
242 A. Lo, H. Qu / Journal of Retailing and Consumer Services 22 (2015) 231243
shopping behavioral intention of mainland Chinese tourists mate-
rialized would allow researchers to investigate whether the
hypothesized relationship between intention and actual behavior
applies in the context of visiting and shopping in a tourist
destination. The proposed model could be further validated by
using multiple group analyses to determine whether it can be
applied to tourists of different nationalities.
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