The Influence of Sales Promotions on Chinese Tourist's Purchase Intention: Focusing on Korean Cosmetics in Korea Duty Free Shop

다국어 초록 (Multilingual Abstract)

Sales promotions and purchase intention have been widely investigated in various contexts. However, prior studies have provided limited information on the impact of sales promotions on Chinese tourist's purchase intention in Korea Duty Free Shops. Thus, this study examined the relationship between sales promotions and purchase intention, with focusing on Korean cosmetics in Korea Duty Free Shops. A survey was conducted targeting 206 tourists that had experience in Korea Duty Free Shops. This study used statistical methods of analyzing the empirical data. The findings described that sales promotion of cash discount positively affected Chinese tourist's purchase intention, but sales promotions of prepaid cards and gifts were not. Thus, subsequent efforts should be led to Chinese tourist's purchase intention through appropriate sales promotions.