The Research focusing on the Goal-directed Behavior of Duty Free Shop Users

면세점 이용객들의 목표지향적 행동에 관한 연구

Choi, Yu-Jin;Park, Jin-Woo

  • Received : 2015.09.25
  • Accepted : 2015.12.10
  • Published : 2015.12.31


The purpose of this study is to explore structural relationship between cognitive factors and emotional factors in predicting behavioral intention of duty-free users. This study conducted questionnaire survey on 246 users of duty-free shops and analyzed it by using structural equation. As the result of the study, attitude was significantly associated with both desire and behavioral intention. Subjective norm had a significant impact on desire, but had no significant imfact on behavioral intention. Whereas perceived behavioral control did not have a significant influence on desire and intention. Desire, which plays mediating role as a major variable in goal-directed behavioral model, turned out to not only have significant impact on behavioral intention but has the strongest effect as well. This study has its academic meaning in that it explored factors which have effect on decision-making process of duty-free users focusing on goal-oriented behavioral model, which is one of integrated psychological models. In practical terms, this study can be used as a basic material for corporations to establish goals in domestic duty-free shops.


Duty Free Shop;Attitude;Subjective Norms;Behavior Intention;Goal-directed Behavior Model


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