Antecedents of Duty Free Shop Willingness to Pay

• 발행기관: 강원대학교 경영경제연구소
• 저자명: Myungkeun Song Joonho Moon Ruo-Han Tang
• 간행물 정보: 『아태비즈니스연구』제12권 제1호, 87~100쪽, 전체 14쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2021.03.31

영문 초록

Purpose - This study aims to examine the antecedents of willingness to pay in the domain of duty free shop. Design/methodology/approach - This study chooses willingness to pay as explained variable. The candidates of explanatory variables are price fairness, brand awareness, employee service, product diversity, and crowding. This study uses survey to explore the linear relation between variables. This research collected data using online panel data collection service. The number of valid observation is 265. The research targe is Lotte duty free store. Statistical analysis was for statistical inference. To attain the information of survey respondents, frequency analysis is employed. Next, this study implemented exploratory factor analysis and reliability to ensure both validity and reliability of measurement items. This study executed multiple regression analysis to test research hypotheses Findings - Regrading results, brand awareness, employee service, and product diversity are positively associated with willingness to pay of duty free shop product. Moreover, the results of regression analysis suggest the inverted-U shape association between crowding and willingness to pay. However, price fairness appeared as non-significant variable to account for willingness to pay in the multiple regression analysis. Originality - This study contributes to the literature by examining duty free shop customers more.

목차

Ⅰ. Introduction

Ⅱ. Literature Review and Hypotheses Development

Ⅲ. Method

Ⅳ. Results

Ⅴ. Discussion and Conclusion

키워드

Duty free shop Willingness to pay Brand awareness Employee service Product diversity Crowding