Hedonic and utilitarian shopping values in airport shopping behavior

• A value–attitude–behavior framework was proposed and examined with empirical data.
• Shopping attitudes at airports were multidimensional, including evaluative attitudes and anticipated affective reactions.
• Airport shopping behavior was affected more strongly by hedonic than by utilitarian shopping values.
• Avoiding negative feelings was a stronger antecedent of airport shopping behavior than pursing positive feelings.

This study aims to examine airport travelers' shopping decision mechanisms based on a value–attitude–behavior framework. In particular, the proposed model investigates the complex relationships between pairs of shopping values (hedonic versus utilitarian), attitudes (cognitive versus affective), and behavior (repatronage intention versus retailer interest) to compare the relative importance between hedonic- and utilitarian-oriented decision paths. A survey was administered at Taiwan Taoyuan International Airport, where 300 valid questionnaires were collected. Using structural equation modeling, this study finds that the direct effects of shopping values on shopping behavior are stronger than their indirect effects through attitudes. Compared with utilitarian shopping values, hedonic shopping values exert a stronger effect on airport shopping behavior, implying that airport shopping involves more multisensory decisions than cognitive decisions. In addition, avoiding negative feelings (e.g. regret) appears to be a stronger antecedent of airport shopping behavior than pursuing positive feelings (e.g. excitement). Marketing strategies of airport retailing are discussed.