한국항공운항학회지 (Journal of the Korean Society for Aviation and Aeronautics)

  • 제31권4호
  • /
  • Pages.45-55
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  • 2023
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  • 1225-9705(pISSN)
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  • 2466-1791(eISSN)
한국항공운항학회 (The Korean Society for Aviation and Aeronautics)
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The Effects of Airport Duty-Free Store O2O Integration Service Patterns Innovation Characteristics, Consumer Pursuit Benefits and Value-Congruency on Behavioral Intention

  • Yin-Nan Li (College of Business, Kwangwoon University) ;
  • Young Woo Lee (International Educational Institute, Calvin University)
  • 투고 : 2023.10.29
  • 심사 : 2023.11.21
  • 발행 : 2023.12.31
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초록

This paper calls attention to the central problem of the influence of identifying the determinants of airport duty-free store customers perceived innovativeness, pursuit benefits and value-congruency on the behavioral intention. The data is completed with 307 adults with purchasing experience of airport duty-free store O2O integration service which brings sufficient convenience to consumers. The content analysis results show that the influence factors of innovation characteristics, consumer pursuit benefits and value-congruency affect the behavioral intention in various aspects. The result suggests that we should upgrade the innovate functionality and improve the service quality based on consumer needs. Finally, this study discusses implications for theory and practice, indicates limitations, and concludes with some suggestions for future research.

키워드

과제정보

The present Research has been conducted by the Research Grant of Kwangwoon University in 2022.

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