標題: Hedonic and utilitarian shopping values in airport shopping behavior
作者: Chung, Yi-Shih
運輸與物流管理系 註:原交通所+運管所
Department of Transportation and Logistics Management
關鍵字: Airport shopping;Hedonic shopping value;Utilitarian shopping value;Attitude
公開日期: 1-十月-2015
摘要: This study aims to examine airport travelers\' shopping decision mechanisms based on a value-attitude-behavior framework. In particular, the proposed model investigates the complex relationships between pairs of shopping values (hedonic versus utilitarian), attitudes (cognitive versus affective), and behavior (repatronage intention versus retailer interest) to compare the relative importance between hedonicand utilitarian-oriented decision paths. A survey was administered at Taiwan Taoyuan International Airport, where 300 valid questionnaires were collected. Using structural equation modeling, this study finds that the direct effects of shopping values on shopping behavior are stronger than their indirect effects through attitudes. Compared with utilitarian shopping values, hedonic shopping values exert a stronger effect on airport shopping behavior, implying that airport shopping involves more multisensory decisions than cognitive decisions. In addition, avoiding negative feelings (e.g. regret) appears to be a stronger antecedent of airport shopping behavior than pursuing positive feelings (e.g. excitement). Marketing strategies of airport retailing are discussed. (C) 2015 Elsevier Ltd. All rights reserved.
URI: http://dx.doi.org/10.1016/j.jairtraman.2015.07.003
http://hdl.handle.net/11536/128352
ISSN: 0969-6997
DOI: 10.1016/j.jairtraman.2015.07.003
期刊: JOURNAL OF AIR TRANSPORT MANAGEMENT
Volume: 49
起始頁: 28
結束頁: 34
顯示於類別:期刊論文