국제 항공여행객들의 공항쇼핑 의도 형성 예측에 대한연구 = 계획행동이론의 확장

다국어 초록 (Multilingual Abstract)

Despite its importance, relatively little is known about international tourists` decision-making process for their shopping at an airport abroad. Filling such research gap, the present study attempted to examine overseas tourists` intention formation for airport shopping when traveling abroad by employing and expanding the theory of planned behavior. Particularly, we aimed 1) to assess the intricate associations among attitude toward the behavior, subjective norm, perceived behavioral control, desire for airport shopping, and frequency of past behavior in generating intention for airport shopping by modifying the TPB model, 2) to test the relative importance among study constructs in determining airport-shopping intention, and 3) to identify the superiority of the proposed theoretical framework in predicting intention compared to the original TPB. Desire for airport shopping, image of it, and frequency of past behavior were newly incorporated into the original theory of planned behavior. Data collected from the international travelers using a particular airport in South Korea was utilized for analysis. Findings from the assessment of the measurement model verified the adequate level of composite reliability and construct validity. Results from the structural model revealed that the proposed extended theoretical framework was superior to the original socio-psychological theory in terms of prediction power; and integrated variables had a significant role in intention formation. In addition, the vital impact of desire (relative importance) as a direct driver of intention was found. Further, desire was identified to be a significant mediator in the relationship between attitude and intention for airport shopping. Findings of this study will help airport operators and marketers improve/invent tactics to increasing international tourists` airport shopping behaviors and to spend more.