Moderating Effects of Shopping Values on the Antecedents of Unplanned Purchase Behavior: An Empirical Study of an International Travel Fair

  • Kuo-Hsien Lu Department of Hotel Management, Jinwen University of Science and Technology https://orcid.org/0000-0002-7322-7455
  • Chih-Ming Wu Department of Business Administration, National Taipei University
Keywords: Service climate, Travel attraction, In-Store factors, Out-of-Store factors, Hedonic shopping value, Utilitarian shopping value, Unplanned purchase behavior

Abstract

This study investigated the influence of the antecedents of unplanned purchase behavior (service climate, travel attraction, in-store factors, and out-of-store factors) on the aforementioned behavior as well as the moderating effects of shopping values (hedonic and utilitarian shopping value) on unplanned purchase behavior. Questionnaires were distributed at an international travel fair and 443 valid samples collected. The results of the study are as follows: (1) Service climate, travel attraction, in-store factors, and out-of-store factors had positive influence on unplanned purchase behavior; (2) Hedonic shopping value moderated the effects of service climate, travel attraction, and in-store factors on unplanned purchase behavior; and (3) Utilitarian shopping value moderated the effects of service climate and in-store factors on unplanned purchase behavior. The results also revealed that the facility-related services provided by the international travel fair influenced visitors’ unplanned purchase behavior. Sales were promoted at the fair site, and the “invisible” services provided by first-line service personnel affected the unplanned purchase behavior of visitors in terms of buying tourist accommodation. The results confirmed that shopping value influenced service climate, and that in-store factors affected unplanned purchase behavior. Regarding limitations, the current study only analyzed travel fair consumers from Taiwan. Future studies should include travel fair consumers from other countries and cultures to increase the robustness of the current study’s results.

Author Biographies

Kuo-Hsien Lu, Department of Hotel Management, Jinwen University of Science and Technology
Dr. Kuo-Hsien Lu (Corresponding author) is the doctoral candidate of Department of Business Administration in National Taipei University, and is the assistant professor of hotel management department in JinWen University of Science & Technology. He primarily interests in the information management, marketing, and hospitality and tourism management.
Chih-Ming Wu, Department of Business Administration, National Taipei University
Dr. Chih-Ming Wu is associate professor of Department of the Business Administration, National Taipei University. His research focuses are mainly on supply chain management, and customer relationship management. His research papers have been published at journals of Information Management, Journal of Business Administration, and Journal of Global Business and Technology.
Published
2019-11-01
How to Cite
Lu, K.-H., & Wu, C.-M. (2019). Moderating Effects of Shopping Values on the Antecedents of Unplanned Purchase Behavior: An Empirical Study of an International Travel Fair. Contemporary Management Research, 15(2), 123-144. https://doi.org/10.7903/cmr.19136
Section
Marketing