THE INFLUENCE OF REFERENCE GROUP VALUES AND RETAIL IMAGE ON SHOPPING PATRONAGE AT AIRPORTS

Nicholas W. Bodouva

International Journal of Management and Marketing Research, 2015, vol. 8, issue 1, 65-77

Abstract: Airport retailing is a relatively new and unique area of retail research. The development of this sector has been growing with the steady increase of passenger’s and shopping mall type design settings within the airport terminals. As the mix of services becomes more diverse, airports as shopping malls appeal to a wide range of consumers. Knowing exactly what influences consumer shopping behaviors needs further investigation. This study was conducted to identify the relationship between reference group values and retail image as a predictor for shopping patronage at airports. The result of the analysis shows strong significance and support for reference group values and how they can influence shopping patronage decisions. Further support indicates a strong significance when testing similarities and difference, as they relate to personal values, which suggests that personal values can co-relate in understanding consumer behaviors and possibly predicting shopping patronage. When testing the relationship of shopping patronage and retail image, results further indicated a high level of significance among the majority of the variables (atmospherics, retail mix, and safety) and indicated a significant contribution to the prediction of shopping patronage

Keywords: Shopping Patronage; Reference Group Values; Retail Image (search for similar items in EconPapers)
JEL-codes: M1 M3 (search for similar items in EconPapers)
Date: 2015
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