کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
7435734 | 1483571 | 2015 | 7 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The effects of experience in the A380 duty free showcase on customer behaviors
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موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
استراتژی و مدیریت استراتژیک
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چکیده انگلیسی
This study analyzes, from an experiential marketing perspective, the showcasing of duty-free products onboard the A380 aircraft, a service area that Korean Air introduced for the first time in the industry. Through the analysis the study seeks to identify the effects that customers' experience of the duty free showcase area has on their emotional response, impulse buying intention and word-of-mouth intention. For this testing, structural equation modeling was applied to data collected from passengers who had used the duty free exhibition space on Korean Air's A380. The results revealed that FEEL and ACT marketing experience in the duty free area were each found to have a positive effect on emotional response, and this factor was found to have a positive effect on impulse buying intention and word-of-mouth intention.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Air Transport Management - Volume 47, August 2015, Pages 135-141
Journal: Journal of Air Transport Management - Volume 47, August 2015, Pages 135-141
نویسندگان
Ji-Hyeon Park, Jin-Woo Park,