Connecting Perceived Service Quality, Value and Shopping Behavior: An Analysis on Chinese College Students Traveling Overseas

In recent years, tourist destinations around the world have witnessed an exponential growth in the number of Chinese tourists. With a view of understanding the consequences of their shopping activity in terms of behavioral response, this study inspects Chinese college students traveling overseas by analyzing 180 questionnaires. The reasoned action theory is applied to examine the impact of a number of factors influencing shopping behavior. The inquiry at hand makes use of methods, including factor analysis, regression analysis, and moderation analysis, to explore the relationship among perceived service quality, perceived value and shopping behavioral intention of tourists. The results show, inter alia, that service quality is a relevant dimension influencing the likelihood of tourists to share their shopping experience with friends and relatives, encouraging them to shop in the same destination, and to continue to shop in the same destination themselves in the future, regardless of the costs of visiting. Therefore, improving service quality may increase college students’ consumption during travel as well as their word of mouth after returning home. The outcomes of this study may contribute to the existing tourism economics and management scholarship and the tourism industry.