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The decision-making processes of duty-free shop users using a goal directed behavior model: The moderating effect of gender

2017; Elsevier BV; Volume: 31; Linguagem: Inglês

10.1016/j.jhtm.2016.11.001

1839-5260

Yujin Choi, Jin-Woo Park,

Consumer Retail Behavior Studies

This study aimed to predict the behavioral intentions of duty-free shop users by examining the relative influence of cognitive, emotional and behavioral intentions. In particular, this study endeavored to determine whether there were differences in behavioral intentions by gender. The authors conducted a survey on duty-free shop users and analyzed 297 questionnaires using a structural equation. The results showed that there were no differences between the male group and the entire sample. Attitude turned out to have significant effects on both desire and behavioral intention while subjective norms only had an effect on desire. In the goal-directed behavior model, desire, a major variable acting in a mediating role, had a significant effect and the overall strongest influence on behavioral intention. In the female group, attitude, subjective norms and perceived behavioral control all had a statistically significant effect on desire. The primary factors effecting behavioral intention for both groups were attitude and desire. Since desire played a major role as a mediating variable in both groups, it was concluded that desire should be generated in order to increase the use of duty-free shops. This study has academic significance because it illuminated the factors influencing the decision-making processes of duty-free shop users with a focus on a goal-directed behavior model with relevance to integral psychology.