The Relationship Of Environment Of Airport Commercial District And Behavior Intentions:The Effect Of Perceived Value And Shopping Value

The airport commercial district as a source of non-aviation commercial profit,injected with adequate nutrients for airlines.The most of large international airports’non-aviation commercial have gotten the important attention of the manager.Because they realized that with the improvement of the people consumption level,the airport’s traffic will be doubled growth and their consumer demand will also increase.However,the traditional model of sales has not meet the needs of consumers in the spiritual,people’s consumption concept also has been from product oriented to experience oriented.Consumers begin to attach importance to experience shopping in the superior shopping environment where can satisfy their passion.So it is necessary to explore the mechanism about the effect of the airport environment on consumer behavioral intentions.The managements of the airport should take up the renovation of the airport environment,increasing consumers’ feeling and experience in spirit,then,increasing the over income of the aviation commercial.Regarding the S-O-R model proposed by Mehrabian and Russell,the consumer perceived value could be divided into cognitive evaluations and consumption emotion.And on this basis,we embed shopping value as the mediating variable into the integrated model of S-O-R to exploit whether the internal evaluation mechanism and shopping experience produced by consumers in the airport commercial district environment will effect consumers spending or not.Last but not least,we could in depth analysis the role of the relationship between the elements by building the model what is under the basis of consumer perceived value and shopping value for the mediation of the airport commercial district environment and consumption intentions relationship.In this paper,we gathered data through questionnaire for xi ’an and Beijing’s 600 consumers surveyed at the airport.The data dealt by Spss 16.0,Amos21.0 and Mplus making difference test,correlation analysis,construct structural equation model and the mediation effect test,finally get the following results:1.The revised edition of the airport commercial district questionnaire contains three dimensions:ambient factor,design factor and social factor.The revised edition of the consumer behavior intentions scale has one dimension.Through the test,the two revised scales have good validity.2.The airport commercial district environment not only effect behavior intentions through positive consumption emotion,the airport commercial district environment can also be through shopping value effect on consumption intentions.3.The airport commercial district environment can through shopping value impact on behavior intentions,but the airport commercial district environment can’t affect behavior intentions by negative consumption emotion.4.Cognitive evaluation and shopping value as the structure of the mediation model,does not play the mediating role in the relationship between the airport commercial district shopping environment and consumption intention relationship;Cognitive evaluation and shopping value in the relationship between airport commercial district environment and consumption intention exist the chain of mediating role completely.5.Positive consumer emotion and shopping value as the structure of the mediation model,play the chain of mediating role in the relationship between the airport commercial district shopping environment and consumption intention relationship.6.Negative consumer emotion and shopping value as the structure of the mediation model,play the chain of mediating role in the relationship between the airport commercial district shopping environment and consumption intention relationship.The study aims to the research of the relationship between variables were discussed,hoping to help domestic airport managers to understand the needs of the consumer in the airport business district,managers can also by consumer sentiment and cognitive evaluation to improve consumer’s shopping experience and satisfaction,spread positive word of mouth,increase consumer repeat visit frequency.