ABSTRACT In recent years, sales in airport duty free stores have expanded tremendously due to the rapid growth of domestic and foreign customers.
Internal and external factors have influenced the behavior and emotional state of shoppers. For example, when customers feel crowded, their shopping experience becomes negative, leading to overall customer dissatisfaction. This paper examines the change in customer behavior by their level of perceived crowding at airport duty free stores.
Precedence factors of perceived crowding are shopping propensity, physical environment, pre-expectation about service, and the involvement level. Perceived crowding is a mediating factor with two dimensions, human and spatial perceived crowding; and the consequence factors from perceived crowding are shopping emotions and behavior intentions.
First, hypotheses 1.1 – 4.2 examine the relationship between precedence and mediating factors. It is hypothesized that there is a negative relationship between hedonic shopping propensity and the two dimensions of perceived crowding; whereas each of the other precedence factors (i.e., physical environment, pre-expectation about services, and involvement level) is expected to positively influence perceived crowding. Hypotheses 5.1 – 6 examine the relationship between the mediating (i.e., the two dimensions of perceived crowding) and consequence (i.e., shopping emotions and behavior intentions) factors.
The study hypothesizes that the two dimensions of perceived crowding positively influence negative shopping emotions, which in turn lead to negative behavioral intentions.
<Figure 1> shows shopping propensity, physical environment, pre-expectations, and involvement each influencing the two dimensions of perceived crowding, which then affect the shopping emotions and behavioral intentions of customers at airport duty-free stores.
We collected data on 312 customers who have shopped at airport duty-free stores in South Korea, such as those in Incheon and Jeju International Airports. All measurement scales used in the present study were adapted from prior research to fit the research model. We examined the frequency, reliability, validity, and model fit and conducted a path analysis using SPSS and AMOS. Extant research on perceived crowding mostly focus on downtown shopping malls.
The current study, on the other hand, is unique in that it addresses the effects of perceived crowding on the emotions and behaviors of shoppers at airport duty-free stores.
Empirically, the fit indices demonstrate a good fit of the model to the data (χ2=751.850, χ2/df=2.258, RMSEA=0.064, NFI=0.919, RFI=0.908, IFI=0.953, TLI=0.947).
<Table 1> shows that the CR (composite reliability) and AVE values for all the indicators in the model are greater than the recommended threshold values of 0.7 and 0.5, respectively.
Consistent with prior research findings and our expectations, results of SEM<table 2> indicate that there are significant effects of shopping propensity, physical environment, pre-expectations and involvement level on perceived human and spatial crowding.
Also, crowding perceptions significantly affect shopping behavior intentions via emotions.
We discuss theoretical and practical implications, limitations and directions for future research.
동남아 주요국가의 온라인 쇼핑 행태에 관한 비교연구
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