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

@inproceedings{Shakeri2016InvestigatingHA,
  title={Investigating Hedonic and Utilitarian Shopping Values in Consumer Shopping Behavior and Attitude at Airports},
  author={Sara Shakeri and Hamideh Zamiri Mehrabani},
  year={2016}
}
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… CONTINUE READING