Investigating Hedonic and Utilitarian Shopping Values in Consumer Shopping Behavior and Attitude at Airports

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1 Volume-6, Issue-4, July-August 016 International Journal of Engineering and Management Research Page Number: Investigating Hedonic and Values in Consumer Behavior and Attitude at Airports Sara Shakeri 1, Hamideh Zamiri Mehrabani 1 PhD, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, IRAN Master of Marketing Management, Molana Institute of Higher Education, IRAN ABSTRACT The present research purpose is to investigate the traveler s buying behavior at IKIA (Imam Khomeini International Airport). This study aims on hedonic and utilitarian motivation impact on consumer s shopping decision. A survey approach was taken travelers and 414 questionnaires were collected. To test the model developed we used the structural equation model, which indicates that consumer s shopping behaviors are under the attitude effect taken from hedonic and utilitarian shopping values. Keywords Airport shopping, Hedonic shopping value, shopping value, Attitude I. INTRODUCTION Because retailing is a necessary factor of modern commercial airports, comprehension airport shopping action is crucial to the retail planning used. Airportshopping behavior is not entirely the same as shopping center or gallery in street. Shoppers visit a shopping center or mall with the basal goal of shopping, but travelers at an airport just want to travel. Even though airport-shopping behavior is unique, few articles have discussed passenger s level of satisfaction and shopping preferences in relation to terminal products. Generally for this reason, shopper encouragement has been essential subject for airport concessionaires and managers. More and more airport are considering or have adopted a " extender " close to optimize retail mix, including luxury brands and guaranty fixture mall prices, instead of a main concessionaire access, which analyze airport travelers as catch and mainly to one-time driven passenger, therefore, utilize them through slight choose and high-priced to increase concessionaires' profits [1]. In the meantime airport concessionaires are considered to choose products with a power sales history, or showed that retailers should adopt a supermarket-style or design eyecatching shops and store display of products to one time shoppers. [] Proposed ten stimuli to impulsive shopping: value-driven, holiday, gift-giving, guilt, reward, occasiondriven, forgotten items, confusion, exclusivity, disposal of foreign currency, souvenirs, unique products and seasonal items. It is relative to investigate the extent to which these impulse shopping can be related to airport shopping behavior. [3] Study was the only one among the aforesaid studies to investigate this combination with; they focused exclusively on shopping motivation behavior. The consequences of the study showed that Environment and communication was the best motivation that exerted a significant affected on airport shopping behavior. Important association of other motivations, such as atmosphere, is inconsistent with consumer behavior studies that have stated that impulse buying is typically related to experiential /hedonic rewards [4]. This case study included using the value attitude behavior hypothesis to develop a model of airport shopping behavior and validating the model by using a confirmatory approach. In particular, this study builds on marketing literature to identify the distinction between hedonic and utilitarian shopping values (USVs), structured under the value attitude behavior hierarchy. Hedonic and utilitarian shopping values represent two fundamental motivations that could effectively explain various shopping behaviors [5]; in other mean these two values are expected to embrace the various airport shopping motivations that have been found in previous studies. II. BACKGROUND AND HYPOTHESIS 157 Copyright 016. Vandana Publications. All Rights Reserved.

2 Hedonic and utilitarian shopping values The Current study has expressed the significance of hedonic and utilitarian shopping values, specially their affects on different shopping behaviors. From the utilitarian view, consumers may like to purchase products in an effective and we'll timed manner to achieve their aim with minimum irritation, and spend their residual time in the terminal on other importance tasks. Hedonic shopping values (HSVs) reflect the value received from phantasy, multi sensory, and emotion" sight of the shopping experience, whereas USVs reflect the value received from the task-oriented, cognitive, and without emotional effects of the shopping experience[6]. is generally characterized by both values and with several weights, depending on the shoppers, products, shopping situation, and their interplay. Conversely, from the hedonic view, consumers may tend to immerse themselves in the shopping environment and enjoy the delight or excitation during the hunting process. Airport travelers' shopping experiment guides them to form different values about shopping at air- ports. These values may be formed because of direct observation, indirectly acquired by receiving notifications from friends and relatives, or selfgenerated through an inference process [7]. behavior Retailer interest is described as the level of interest that a consumer has in given retail minimarket in the airport terminals[6] This research considers two sight of shopping behavior retailer interest and repatronage intent both are opinion to include effectual as well as cognitive part. In generally, interest would arouse come close and discovery behavior related to the goal of interest, and accordingly, retailer interest is anticipated to be related with repatronage intent. Referring to [6], we develop the following hypothesis: - H1. Retailer interest will positively influence repatronage intention in airport retail stores. values and behavior Retail studies at airports, empirically retention this relevance [8]. Previous research in environmental psychology show that effectual experiment into the store are significant background of retailer interest and repatronage intent [6]; Given the raising significance of hobby as a retailing strategy at airports, HSV is thus expected to be relevant to retailer interest and repatronage intent. Consumers may understand utilitarian value from their shopping experience by do the shopping task of product inception [6]. value is also expected to relate to retailer interest and repatronage intent. Consumers who understand better quality from different aspects of the experiment will be most likely to display stronger retailer interest and repatronage intent. For instance, travelers may shop at airports because of convenience (e.g. souvenir). Given this thought, thus, the following hypotheses are developed: - Ha. HSV will positively influence repatronage intention and interest in airport retail stores. - Hb. USV will positively influence repatronage intention and interest in airport retail stores. values and attitudes The expectance value model suggests: value is a significant leading on attitude that is specified as a hidden situation or orientation to answer with several degree of unfavorable to shopping behavior. [7], attitude include of both experiential and. instrumental sights or aspects: the later aspect become manifest to mirror the behavior's comprehend instrumentality, and the former aspect appears to reflect the positive or negative experceived to be associated with performing the behavior. Consumers who acquire a better value from do shopping tasks (i.e. USV), or from effective experiment (i.e., HSV), will have a stronger attitude toward shopping. Given this reasoning, the following hypotheses are proposed: - H3a. HSV will positively influence attitudes toward shopping at airport retail stores. - H3b. USV will positively influence attitudes toward shopping at airport retail stores. According to TPB, behavioral intention is determined by attitude, subjective norms, and perceived behavioral control; among which, attitude, which captures a person's overall evaluation of performing shopping behavior, is the most reliable antecedent of behavioral intention, such as repatronage intention [7]. The Theory of planned behavior (TPB) has been one of the most influential theories in explaining and predicting behavior, including shopping behavior [9] Retailer interest reflects the desire of a customer to learn more and interact with the retailer and, thus, can be viewed as a particular aspect of shopping intention. Given this reasoning, the following hypothesis is proposed: - H4. Attitudes will positively influence repatronage intention and interest in airport retail stores. 158 Copyright 016. Vandana Publications. All Rights Reserved. III. METHOD Survey design and data collection A field study was conducted in the departure hall at the airport and a convenience sampling was applied to ask passengers to complete taking about 10 min. All qualified respondents were to have had purchasing experience in duty free shops at IKIA (Imam Khomeini International Airport) in the past year. This restriction was adopted to more realistically reflect the shopping experience of respondents in terminals. The first is designed to collect data on the passenger's travel, including waiting time, trip purpose, trip frequency and companion; the question were distributed and collected face-to-face in ticketing area, shops and cafes on the landside of the departure hall in

3 March and April, 016. Of the 1450 questioned, technical problems reduced the final number of potential people who participated in the survey 816 people were removed, and 414 people participated in the survey correctly, resulting in a response rate of 33.4 percent.(it was divided equally between males(50.%) and females(49.8%). Their ages ranged between 5 and 47(97.4%).The survey questions were about: Hedonic shopping value, shopping value, Attitude. IV. RESULTS To test the model developed we used the Structural equations model (SEM) approach. Structural model analysis LISREL was used to create the covariancebased structural equation model. Structural equations express relationships among several variables that can be either directly observed variables (manifest variables) or unobserved hypothetical variables (latent variables). LISREL also provides a number of model fit indices. As noted, all constructs were assessed using 5-point Likert type scales. Measurement Model Discriminant validity is shown when: (1) measurement items load more strongly on their assigned construct than on the other constructs in a CFA(see table 3); and, () the square root of the average variance extracted (AVE) of each construct is larger than its correlations with the other constructs (see table ). We used the factor loadings, composite reliability and average variance extracted to assess convergence validity. The recommended values for loadings are set at > 0.7, the average variance extracted (AVE) should be > 0.5 and the composite reliability (CR) should be > 0.7. From Table 1 it can be seen that we have startup intention as first order constructs. From table 1 it can be seen that the results of the measurement model exceeded the recommended values thus indicating sufficient convergence validity. In order to assess the reliability of measurement items, we compute composite construct reliability coefficients and Cranach s Alpha. Composite reliabilities range from (for attitude) to 0.95 (for Airport ), which exceed the recommended level of The results (see table 1), therefore, demonstrate a reasonable reliability level of the measured items. Convergent validity Table 1 shows the descriptive statistics, Composite reliability and average variance extracted (AVE) for the model constructs. The convergent and discriminant validity of all variables were be tested by confirmatory factor analysis using the maximum likelihood estimator of LISREL The discriminant validity of the scales was checked by the [10] formula. Structural model analysis LISREL was used to create the covariance-based structural equation model (SEM). Discriminant validity is the degree to which items differentiate among constructs or measure distinct concepts. The criterion used to assess this is by comparing the AVE with the squared correlations or the square root of the AVE with correlations. As shown in Table 3, we have used the second method which is to compare the square root of the AVE with the correlations. The criteria is that if the square root of the AVE, shown in the diagonals are greater than the values in the row and columns on that particular construct than we can conclude that the measures discriminant. From table 3, it can be seen that the values in the diagonals are greater than the values in their respective row and column thus indicating the measures used in this study are distinct. Thus the results presented in Tables and 3 demonstrate adequate discriminant and convergent validity. Goodness of fit statistics LISREL provides a number of model fit indices. The incremental fit index (IFI) which tests the improvement of the model over a baseline model (usually a model of independence or uncorrelated variables), relative fit index (RFI) which compares a chi-square for the model tested to one from a baseline model, variations of RFI (which are not explicitly designed to be provide penalties for less parsimonious models) such as the normed fit index (NFI) and non-normed fit index (NNFI or TLI), and no centrality-based indices whereby the no centrality parameter is calculated by subtracting the degrees of freedom in the model from the chi-square (χ/ df) such as the comparative fit index (CFI), and root-meansquare error of approximation index (RMSEA). Values greater than 0.90 are desirable for IFI, RFI, CFI, NFI and NNFI while values less than 0.09 for RMSEA are acceptable. The result of model indices support a good overall model fit (Goodness fit statistics: Chi- Square=138.86, DF=113(χ/df=1.9), RMSEA=0.07, CFI=1, NFI=0.98, NNFI=1.00, RFI=0.98, IFI=1.00). Fig1. Research Model in Estimation and Significant situation 159 Copyright 016. Vandana Publications. All Rights Reserved.

4 P P RP ISSN (ONLINE): , ISSN (PRINT): Table 1: Discriminant Validity and descriptive statistics Construct AVE Composite Reliability Cranach s Alpha Airport Attitude Hedonic Value value Mean SD Table : Convergent Validity (Reliability and interconstruct correlations for reflective scales) Construct ASB Attitude HSV USV Airport Attitude Hedonic Value value Note: Diagonals represent the square root of the AVE while the off-diagonals represent the correlations Item/Construct Table 3: Cross loading and loading factor Airport Attitude Hedonic Value value asb asb asb asb asb att att att hsv hsv hsv hsv hsv usv usv usv usv Structural Model As shown in Table 4. To evaluate the structural models predictive power, we calculated the RP P, RP indicates the amount of variance explained by the exogenous variables [11]. Using a T-value technique with a sampling of 385, the path estimates and t-statistics were calculated for the hypothesized relationships. All hypotheses were supported in the testing at P<0.01 : As shown in Table 4 and fig 1, the path coefficients ant result of hypotheses. In this model, we have relied on the RP value, computed in LISREL to determine how closely our data conform to a linear relationship. RP Pvalues range from 0 to 1, with 1 representing a perfect fit between the data and the line drawn through them, and 0 representing no statistical correlation between the data and a line (See result at table 4), So Approximately, 4% of the variance of attitude are explained by Hedonic Value and value and Approximately 31% of the variance of Airport are explained by Hedonic Value, value and attitude. Hypothesis Hedonic Value attitude value attitude Hedonic Value Airport value Airport attitude Airport Table 4: Hypothesis Testing Path coefficient t-value Result Sign Supported Supported Supported Supported Supported + t >1.96 Significant at P<0.05, t >.58 Significant at P<0.01 V. CONCLUSION This research investigated the relationships between airport traveler s shopping values and behavior with structural equations modeling. An empirical dataset taken from 414 respondent travelers of IKIA (Imam Khomeini International Airport) using questionnaires. This study demonstrated the distinctive effects that hedonic and utilitarian values have and how these effects are related to retailers interest and buying decisions. The empirical analysis result suggested that the airport shopping behavior was mostly explained by shopping values. Providing a shopping environment that can fulfill traveler s experiences is an important. Therefore we can say both utilitarian and hedonic shopping values are necessary to make a strong shopping motivation for airport travelers. The results show that traveler s attitude has a relationship with hedonic and utilitarian shopping values. Also it is indicated that the airport shopping behaviors are influenced by hedonic and utilitarian shopping values at the traveler s attitude. REFERENCES [1] Knight, M.R., 009. Taking flight: airport shopping and dining. Res. Rev Copyright 016. Vandana Publications. All Rights Reserved.

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