Tourists' Perceived Shopping Quality: A Study of Mainland Chinese Tourists Shopping in Hong Kong

Shopping is a pervasive and an essential tourism activity. In recent years, the discussion of perceived tourism shopping quality has obtained substantial attention. But so far, there are no specialized researches on studying the dimensions and contents of tourists' perceived shopping quality. The unit of this study is Mainland Chinese tourist shopping in Hong Kong; 100 valid questionnaires were collected and used for data analysis. The results indicate that tourists usually evaluate their shopping quality perception from four aspects including product, price, environment and service. Moreover, tourists' perceived shopping quality has a positive impact on tourism shopping satisfaction, while tourism shopping satisfaction has a negative impact on behavioral intentions.