ALBERT

Description: Korean duty-free shops sales rank first among duty-free shops around the world (Generation Research, 2018) and have become a target of interest for academics and industry observers. In particular, attention has been focused on variables affecting the shopping behavior of this fast-growing segment of online duty-free shop users. In this research, the main variables of the technology innovation acceptance model and the target-oriented behavior model are added. Focus is placed on the decomposed theory of planned behavior, and the variables affecting the behavioral intention are identified. A survey is conducted with users of online duty-free shops (Internet, mobile) as targets, and an analysis of the structural equation model is utilized. Among the technology innovation acceptance variables, the factors affecting attitude are compatibility and perceived usefulness. It is determined that only perceived behavioral control has a significant effect on behavioral intention, which is a dependent variable of the decomposed theory of planned behavior, and the attitude and subjective norms are found to have a significant effect on both desire and behavioral intention. Thus, it is confirmed that attitude is a key variable in explaining this research model. This research has academic implications because it examines variables affecting the behavioral intention of online duty-free shop users by integrating the theory of technology innovation acceptance and the decomposed theory of planned behavior, with the addition of a desire variable. Moreover, there are practical implications in that online duty-free shop operators have provided meaningful basic data to establish differentiated marketing strategies from offline duty-free shops with the goal of expanding use. The results of this study are expected to serve as basic data for increasing the behavioral intention of online duty-free shop users and promoting the sustainable development of online duty-free shops in South Korea.