The Effects of In-Flight Duty-Free Shopping Involvement, Perceived Value, Brand Image and Purchase Intentions

• Main Authors: Yi-ning Lin, 林怡寧
• Other Authors: John Wang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/29181755243659524409

碩士 === 銘傳大學 === 觀光研究所碩士在職專班 === 98 === According to a report revealed by the Tax Free World Association, annual global duty-free sales were $3.7 trillion in 2008, representing an 8.8% increase over those of the previous year. With the increase in duty-free sales, airlines are now paying greater attention to raising revenues through this channel. Moreover, shopping is also one of the main activities on the list of international travelers. The purpose of this study was to examine in-flight duty free sales’ involvement, brand image, perceived value, and purchase intentions, in order to determine similarities and differences among Asian travelers. This study consisted of 706 effective survey questionnaires. SPSS 13.0 was used to analyze the collected data. Results showed that travelers from Southeast Asian nations, namely Vietnam, Thailand, and Malaysia, were more involved in purchasing in-flight duty-free items. Taiwanese travelers were more brand image-oriented, whereas Japanese were perceived as being more value-oriented. For groups with both high and low sales involvement, international travelers'' image of duty-free products had a significant influence on the perceived value of duty-free products, and the perceived value of duty-free products had a significant influence on their purchasing intentions. In other words, the perceived value had a mediating effect. Shopping involvement had no significant interfering effect on purchasing intentions, brand image, or perceived value. Comparing travelers from different countries, it was found that regardless of the level of involvement, Malaysia travelers had significantly higher purchasing intentions than travelers from Hong Kong and South Korea. For the low-involvement group, Hong Kong travelers had significantly lower purchasing intentions compared to travelers from other countries in the Asian region, and Taiwanese and Vietnamese travelers considered duty-free products to have significantly lower perceived value than did travelers from Japan, China, and Malaysia.