TY - JOUR
T1 - Hedonic and utilitarian shopping values in airport shopping behavior
AU - Chung, Yi-Shih
PY - 2015/10/1
Y1 - 2015/10/1
N2 - 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 hedonic- and 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.
AB - 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 hedonic- and 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.
KW - Airport shopping
KW - Attitude
KW - Hedonic shopping value
KW - Utilitarian shopping value
UR - http://www.scopus.com/inward/record.url?scp=84937421725&partnerID=8YFLogxK
U2 - 10.1016/j.jairtraman.2015.07.003
DO - 10.1016/j.jairtraman.2015.07.003
M3 - Article
AN - SCOPUS:84937421725
VL - 49
SP - 28
EP - 34
JO - Journal of Air Transport Management
JF - Journal of Air Transport Management
SN - 0969-6997
ER -