International Journal of Engineering and Management Research (IJEMR)
  • Year: 2016
  • Volume: 6
  • Issue: 4

Investigating Hedonic and Utilitarian Shopping Values in Consumer Shopping Behavior and Attitude at Airports

  • Author:
  • Sara Shakeri1, Hamideh Zamiri Mehrabani2
  • Total Page Count: 5
  • Page Number: 157 to 161

1PhD, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

2Master of Marketing Management, Molana Institute of Higher Education, Iran

Online published on 24 October, 2017.

Abstract

The present research purpose is to investigate the traveler's buying behavior at IKIA (Imam Khomeini International Airport). This study aims on hedonic and utilitarian motivation impact on consumer's shopping decision. A survey approach was taken travelers and 414 questionnaires were collected. To test the model developed we used the structural equation model, which indicates that consumer's shopping behaviors are under the attitude effect taken from hedonic and utilitarian shopping values.

Keywords

Airport shopping, Hedonic shopping value, Utilitarian shopping value, Attitude