고객의 자원유형과 성별이 구전의도에 미치는 영향: 인천국제공항 면세점을 중심으로

초록

Purpose This study focused on the role of customers’ resource type and gender as the antecedents of WOM intention. This research proposes ways to utilize customers’ WOM intention to enhance the competitiveness of duty-free shops suffering from COVID-19. Design/Methodology/Approach We conducted an online experiment on people in their 20s and 40s living in Seoul and the metropolitan area who have visited Incheon International Airport in the past year. Participants were randomly assigned to a group of time resources or monetary resources, and participants responded to their WOM intention for duty-free shops. Data from 390 participants was used for 2 (resource type: monetary vs. time) × 2 (gender: female vs. male) ANOVA. Findings The impact of resource types on the WOM intention varied depending on the gender. Specifically, female customers were more willing to do positive WOM intention about duty-free shops when time resources (vs. financial resources) were provided, whereas male customers were more willing to do positive WOM intention when financial resources were provided. Research Implications This study made academic contributions by demonstrating the interaction of resource type and gender on the WOM intention. It is of practical significance in that it proposed ways to utilize customers’ WOM intention to enhance the competitiveness of duty-free shops.

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