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    题名: The Customer Impact of Physical Product Placement in Airport Base on AIDA Behavior Model
    作者: Shih-Chuan, Wang
    贡献者: Department of Leisure and Recreation Management
    Yi-Hsin, Lin
    关键词: Physical Product Placement;AIDA Model;Situational Factors;Brand Knowledge;Brand Awareness;Brand Image;Brand Attitude;Purchase Intentions
    日期: 2012
    上传时间: 2012-11-18 16:17:08 (UTC+8)
    出版者: Asia University
    摘要: Airport is the important space of the tourism-oriented environments, and this environment may even offer consumers the opportunity to have extended interactions with products, in addition, the environment also possess attributes that are conducive to physical product placement. This study is base on the AIDA behaviour model to develop the relationships between brand knowledge, brand attitude, and purchase intentions of Physical Product Placement at airport. The sample for this study was used the convenience sampling method by interviewing the travelers who had visited or experienced the physical placement products in Taoyuan International Airport. In total, 391 useable samples were obtained after excluding the incomplete. Summary of this study, an evident path ‘‘brand knowledge-brand attitude-purchase intentions’’ appears in the estimated model. This finding confirms with the AIDA mode that physical product placement in tourism-oriented environments of airport is progressively affecting the behavior of travelers. In addition, the situational factors not only have interfered in the brand attitude and purchese intention but also in the brand knowledge and purchese intention. Overall, the results indicate the necessity of a further discussion in the benefits of physical product placement on tourism-oriented environments. The decision has to be made whether the project of physical product placement will increase the purchase intentions of the traveler and gain the benefit in commercial revenue in airport. The results presented in this study provide the input information that indicates the traveler’s purchase intentions through the AIDA model and the benefits in physical product placement. The results provide an opportunity for airport managers and retailers to identify travelers’ perceptions of physical product placement and the process of their behavioral change.
    显示于类别:[休閒與遊憩管理學系] 博碩士論文


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