Application of the Theory of Planned Behavior to Shopping Behavior: A Case Study of Taiwan Taoyuan International Airport
Feng, Cheng- Min
|關鍵字:||計劃行為理論;機場購物行為;結構方程模式;預期情感反應;購物價值;Theory of Planned Behavior;Airport Shopping Behavior;Structural Equation Modeling;Anticipated Affective Reaction;Shopping Value|
研究結果發現：(1) 旅客對機場購物行為的情感態度、正向預期情感反應以及知覺能力對於其購買意圖有正向顯著的關係。(2) 享樂價值與指示性規範會透過情感態度作為中介變項，間接正向顯著影響購買意圖。(3) 環境氣氛對於購後態度有正向顯著的影響，並且購後態度、環境氣氛、決策便利性均為正向影響顧客忠誠度之重要變數，其中以環境氣氛影響顧客忠誠度的總效果最大。最後，根據研究結果，提出各項建議。|
From simply offering airline services to providing elaborative and various commercial services, the transportation of airports implies the importance of stimulating purchasing power of travelers to enhance airport revenues. Although the importance of airport retailng has been widely recognized, relevant research has been relatively scarce. This study aims to establish a conceptual model of passenger shopping behavior at airports based on the Theory of Planned Behavior. A two-stage survey was conducted in Taiwan Taoyuan International Airport; 301 and 105 valid questionnaires were collected in the first and second stages, respectively. The reliability and validity of constructs were examined with Confirmatory Factor Analysis while the direct effects of attitude, subjective norm, anticipated affective reaction and perceived behavioral control on purchase intention of passengers and the mediating effect of attitude between subjective norm and purchase intention were examined through Structural Equation Modeling and regression models. The analysis results showed that: (1) Attitude, positive anticipated affected reaction and perceived capacity were significantly and positively related to purchase intention. (2) Hedonic shopping value and injunctive norm exerted a significantly positive influence on purchase intention, which was further mediated by attitude. (3) Environmental atmosphere demonstrated a positive significant effect on after-purchase attitude, which together with atmosphere and decision convenience showed a positive effect on customer loyalty; among which, environmental atmosphere had the greatest effect among them. Finally, the conclusions and suggestions were proposed based on the results.