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  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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A Study on the Shopping Behavior of Duty Free Shop Users

A Study on the Shopping Behavior of Duty Free Shop Users

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2018, v.16 no.8, pp.39-50
https://doi.org/https://doi.org/10.15722/jds.16.8.201808.39
Choi, Yu-Jin (Airport Research Institute, Incheon International Airport Corporation)
Park, Jin-Woo (School of Business, Korea Aerospace University)
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Abstract

Purpose - The ultimate purpose of this research is to analyze the influence of personal disposition on shopping value and behavioral intention by expanding the theory of planned behavior (TPB). Research design, data, and methodology - An attempt was made to examine the effects of personal disposition (reflecting duty-free shop characteristics) on three selective actions of consumers - compulsive buying, variety seeking, and price sensitivity. We conducted a questionnaire survey with the users of airport duty-free shops, downtown duty-free shops (offline), and online duty-free shops. In total, 410 copies of the questionnaire were analyzed using a structural equation model. Results - According to the results, compulsive buying, variety seeking, and price sensitivity significantly affected shopping value. Shopping value and subjective norms both had significant effects on attitude, the major variable in the TPB, and attitude had the greatest effect on behavioral intention, followed by subjective norms and perceived behavioral control in descending order. Conclusions - This study has academic implications in that it extends the existing theories of planned behavior and applies it to consumer characteristics and shopping value. It has practical implications as well in that it provides basic data that can be used to establish concrete marketing strategies for duty-free shop owners targeting segmented markets by closely examining customer desires.

keywords
Duty Free Shopping, Consumer Tendency, Shopping Value, Extended Theory of Planned Behavior

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