The Culture Values and Buying Behavior at Taiwan Taoyuan International Airport
2009
Hochschulschrift
Zugriff:
97
Modern international airports have been designed to enhance their retailing potential so as to improve their revenue. The purpose of this study is to explore the influence of culture diversity on the terminal purchasing behavior and shopping satisfaction of the passengers from TWN and KOR. Terminal consumers may purchase specific products not only because they could provide the extrinsic value, but also because they could be used to provide intrinsic value, like personality and psychological needs. The study will examine the relationship of consumer culture values, needs, and purchase behavior at the Taiwan Taoyuan International Airport for the randomly-selected Taiwan and Korean passengers. From Schwartz’s result, the consumer culture values are discriminated into ten human values in terms of their goals. These values are power, achievement, hedonism, stimulation, self-direction, universalism, benevolence, tradition, conformity, and security. The terminal commercial products are categorized into six value groups which are convenience, food, mass brand, luxury brand, recreation, and souvenir. Based on the perceived reactive-extrinsic value for customers, the evaluation criteria for the retailing stores are chosen as quality, selection, price, synchronous clerk contact, and secure shopping environment. Factor analysis is applied to re-check the ten human values to obtain more suitable consumer culture dimensions. The linear-spaced grey relation analysis is used to establish the priority sequence of satisfaction on product categories in the terminal. Even on the basis of culture diversity, the result shows that there’s no significant discrepancy between these two country passenger behaviors about culture values and buying behavior at TTIA.
Titel: |
The Culture Values and Buying Behavior at Taiwan Taoyuan International Airport
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Autor/in / Beteiligte Person: | Wu, Chien-Nan ; 吳建男 |
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Veröffentlichung: | 2009 |
Medientyp: | Hochschulschrift |
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