Tourism Management Perspectives 18 (2016) 98–106

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Tourism Management Perspectives

journal homepage: www.elsevier.com/locate/tmp

Tourist shopping: The relationships among shopping attributes,

shopping value, and behavioral intention
Tahir Albayrak a,⁎, Meltem Caber a, Nesli Çömen b
a
Akdeniz University, Faculty of Tourism, Campus, Antalya, Turkey
b
Akdeniz University, Social Sciences Institute, Tourism and Hotel Management Programme, Antalya, Turkey

a r t i c l e i n f o a b s t r a c t

Article history: Tourist shopping is important as a source of revenue at the tourist destination. To maximize that income destina-
Received 16 December 2015 tions need to offer high shopping value to the visitors. This paper reports the results of a study using data derived
Received in revised form 15 January 2016 from 643 respondents at Antalya. The determinants of shopping value are found to be tangibles, staff and product,
Accepted 23 January 2016
of which staff was the most important, but also the least satisfactory. Additionally shopping value was found to
Available online xxxx
comprise three sub-dimensions: the hedonic-enjoy, hedonic-escapism and utilitarian. Utilitarian value had the
Keywords:
highest impact on behavioral intention. The managerial implications of these findings are discussed and recom-
Tourist shopping mendations made.
Shopping attributes © 2016 Published by Elsevier Ltd.
Shopping value
Behavioral intention

1. Introduction in terms of leading to high shopping value and positive behavioral

intention.
For tourist destinations, especially those where tourism revenues The objective of this study, therefore, is to investigate the role of
are a major contributor to the local economy, it is important to identify shopping attributes in the formation of shopping value, which, in turn,
the spending patterns of tourists in order to increase total revenue. Re- affects behavioral intention in the tourism context. We presume that
search results show that a large component of the travel expenditures of tourists' satisfaction with shopping attributes will influence both their
tourists is derived from shopping. For example, some studies have re- shopping value perceptions and their behavioral intentions. In accor-
vealed that tourists spend approximately one-third of their total travel dance with this research purpose, the content of the present paper is
expenditures on shopping (LeHew & Wesley, 2007; Shopping Center configured as follows: in the first section, a literature review about the
World, 2001; Turner & Reisinger, 2001). The number of tourist visits shopping and behavioral characteristics of tourists as shoppers is pre-
and the amount of expenditures on shopping may be increased only if sented. Tourists' satisfaction with shopping attributes is discussed in
the experiences at the destination provide a high value to tourists, the next section, following which, shopping value and behavioral inten-
since perceived value is an important antecedent of overall satisfaction tion relationships are briefly explained. After the research model is con-
and behavioral intention (Cronin, Brady, Tomas, & Hult, 2000). figured, the survey setting (the ancient site of Side, Antalya) is
Although many studies have investigated the effect of perceived introduced. Then, the results are presented and discussed in detail. Fi-
shopping value on both overall satisfaction and behavioral intention, nally, the findings are concluded, and some managerial implications
comprehensive studies examining the additional role of shopping attri- are proposed.
butes in generating shopping value and behavioral intention are still
scarce. There is a need to investigate this field, because in the process 2. Tourists' shopping behavior
of shopping, tourists are assumed to form perceptions about different
shopping attributes that may individually and significantly affect the Tourists behave differently when they shop while traveling than
overall value of tourists' shopping (Yeung, Wong, & Ko, 2004). By fol- they do when in their home countries (Oh, Cheng, Lehto, & O'Leary,
lowing an attribute-level approach, both researchers and destination 2004; Wong & Wan, 2013). Thus, it is interesting to consider what
authorities may able to identify which shopping attributes are critical kind of attributes are important to tourists, and how their value percep-
tions are formed while they are shopping while traveling. Shopping is
one of the most important activities for tourists (Lloyd, Yip, & Luk,
⁎ Corresponding author.
2011). Sometimes, the desire to shop can be the main motivation for
E-mail addresses: tahiralbayrak@akdeniz.edu.tr (T. Albayrak), travel (Timothy & Butler, 1995). Especially since 2000, academics have
meltemcaber@akdeniz.edu.tr (M. Caber), neslicomen@gmail.com (N. Çömen). shown greater interest in examining why people are motivated to

http://dx.doi.org/10.1016/j.tmp.2016.01.007
2211-9736/© 2016 Published by Elsevier Ltd.
 T. Albayrak et al. / Tourism Management Perspectives 18 (2016) 98–106 99

shop while they are traveling, and how they are influenced by the host In fact, it contains both intangible and tangible factors. Therefore, in ad-
destination's shopping environment and facilities. The majority of the dition to tangible factors, such as location, working hours, cleanliness,
existing studies in the literature are about the relationships between de- price levels, and so on, any empirical research on tourist shopping be-
mographics and shopping attitudes (Jansen-Verbeke, 1988, 1990; Mok havior should consider intangible factors, which consist of interpersonal
& Lam, 1997; Oh et al., 2004; Swanson & Horridge, 2004; Yazdani, contacts, and the in-store and out-store atmosphere, including the local
2007), shopping satisfaction (Heung & Cheng, 2000; Lin & Lin, 2006; people, accessibility, and cleanliness.
Reisinger & Turner, 2002; Turner & Reisinger, 2001; Wong & Wan, In particular, the exterior and in-store shopping environment and
2013), shopping behavior (Choi, Liu, Pang, & Chow, 2008; Littrell, Paige, contacts with the local people become more important for tourists
& Song, 2004; Suh & Gartner, 2004), shopping motivation (Dellaert, than they are in their usual living conditions. Such shopping factors
Borgers, & Timmermans, 1995; Swanson & Horridge, 2006), exterior envi- and others are known as “shopping attributes.” Shopping attributes
ronment (Yüksel, 2013), shopping malls (Christiansen & Snepenger, consist of various factors that are important at the pre-shopping, shop-
2002; LeHew & Wesley, 2007; Stoel, Wickliffe, & Lee, 2004), cross- ping, and post-shopping phases, such as the accessibility of the store/
border shopping (Asplund, Friberg, & Wilander, 2007; Timothy & Butler, area, cleanliness, service quality, prices, and so on. For example, Haans
1995; Yeung & Yee, 2012), shopping evaluation (Yüksel, 2004), risk per- (2011) states that in the pre-shopping phase, giving actual price infor-
ception (Yüksel & Yüksel, 2007), and modeling (Law & Au, 2000). With mation to consumers who have a regular shopping goal will decrease
the growing importance of repeat visitors, the shopping behavior differ- their buying intentions and anticipated satisfaction, while consumers
ences of first-time and repeat visitors are also being investigated by aca- with an immediate shopping goal are expected to tolerate high prices.
demics (e.g. Rosenbaum & Spears, 2005). For example, Wang, Chen, Moreover, Hummel and Savitt (1988) note that service quality may be
Chan, and Zheng (2000) demonstrated that repeat visitors spend more composed of different elements (such as “policies” in the pre-
on shopping compared to first-time visitors. Similarly, Rosenbaum and shopping phase, “inventory” in the shopping phase, and “warranty sup-
Spears (2005) revealed that first-time visitors were likely to purchase port” in the post-shopping phase), and the importance of these ele-
local souvenirs by focusing on exploration and learning, while repeat vis- ments may also change in the phases of shopping.
itors were often focused on relaxation. In contrast, showed that visitors' In the literature, starting from the early 1990s, many studies have
preferences and expenditure patterns were not affected by their previous attempted to identify the most important shopping attributes at the
travel experiences. However, there is still a need for further research to destinations. In one of the earliest studies aimed at the identification
clarify the complex structure of tourists' shopping behavior. of the main shopping attributes and the measurement of their influence
The need for more research into tourists' shopping basically arises on tourists' value perceptions, Keown (1989) identified 16 attributes in
from the behavioral differences between tourists' shopping and their Hong Kong and compared the shopping experiences of Japanese tourists
regular shopping activities in their homelands (Oh et al., 2004; with other nationalities. While human-side attributes (such as the neat-
Stansfield, 1971; Wong & Wan, 2013). Oh et al. (2004) identified ness, honesty, and friendliness of the salespersons) were more impor-
three main reasons for changes in people's purchasing behavior. The tant for the Japanese tourists, and also became the main reasons for
first reason is the time when the shops open, allowing tourists to dissatisfaction, the study found that other tourists felt better about
make their purchases at “unordinary times.” Tourists feel that they are their shopping experiences. In another study, which was conducted in
very free from daily responsibilities when they are on vacation, and Hong Kong, Heung and Cheng (2000) identified 15 shopping attributes,
they see the shopping experience as an escape from the routines of which they grouped under four factors: “tangibles quality”
life. The second is the “consumption of place,” which differs from the (e.g., physical setting, opening hours, and cleanliness), “staff service
usual shopping settings, where the shopping habitat becomes a social quality” (e.g., language ability, attitude), “product value” (e.g., price,
and cultural interaction point with the local people. Tourists consider value for money), and “product reliability.” A study of domestic tourists
shopping in such different environments as a leisure and hedonic activ- visiting the Gold Coast Region of Queensland by Turner and Reisinger
ity. The third is the “special and symbolic meaning of the souvenirs” that (2001) indicated that “cost,” “shop presentation”, and “product display”
tourists bring back home, either for themselves or to support their rela- attributes had the highest influence on tourists' satisfaction with their
tionships with other people. Moreover, tourists shop not only for per- shopping experiences.
sonal necessities, but also for family members, friends, colleagues, and For the purposes of both travel tourists' holidays and visits to
relatives (Lin & Lin, 2006). In some cases, tourists are attracted by friends and relatives (VFR), “value” was considered important,
unique products, brand names, logos, locations of stores, and bargains which was defined as a wide range of high quality goods at affordable
at the destination (Gee, 1987; Yüksel, 2004). prices. Lin and Lin (2006), who examined a Mainland Chinese group
In addition to such behavioral changes, many research results show of travelers to Taiwan, identified 20 attributes that were clustered
that people tend to spend more money while they are tourists (Turner & under five dimensions: “physical attraction,” “staff service quality,”
Reisinger, 2001). From the destination management perspective, the “product features,” “uniqueness and convenience,” and “discount
expenditures of tourists significantly contribute to the local economy and display.” The results of their study showed that the tourists
(Yüksel, 2004). Yazdani (2007) states that tourists' shopping offers were only satisfied with “providing home delivery service,” while
“economic advantages and job opportunities for local merchandise they were the least satisfied with some attributes such as “commem-
and those that make the products by themselves.” Moreover, popular oration of the product,” “uniqueness of the product,” and “price of
tourism destinations can benefit from tourist spending by offering product.” In a recent study, Tosun et al. (2007) investigated tourists'
high quality goods and services, and by enhancing the visitor experi- perceptions of shopping attributes in the Cappadocia Region of
ences to gain a global competitive advantage over other destinations. Turkey and obtained two dimensions: “tangible quality of shops”
In particular, tourist destinations that are famous for their rich shopping and “staff service quality.”
opportunities, such as Hong Kong, Taipei, and Seoul, have become the According to Bajs (2011), a “tourist destination is a specific prod-
most popular areas for research by academics investigating the shop- uct composed of complexes of different attributes offered to tour-
ping behaviors and cross-border shopping of tourists and the economic ists.” Although shopping attributes may be identified differently,
benefits of such spending to the local economies. depending on the destination-specific factors and the measurement
tool used, perceived value is mostly defined as “the consumers'
3. Shopping attributes and their influences on value perception overall assessments of the utility of a product or a service based on
what is received and what is given” (Zeithaml, 1988). Zeithaml
Being a social phenomenon, shopping involves much more than just (1988) suggested that value perception “involves not only price
the purchasing of products (Tosun, Temizkan, Timothy, & Fyall, 2007). variations but also other psychological factors” (Jamal, Othman, &
100 T. Albayrak et al. / Tourism Management Perspectives 18 (2016) 98–106

Muhammad, 2011). She also noted that other sacrifices made by the Most of the previous research of the second group has focused on the
consumers in obtaining the product or service, such as time, cogni- antecedents of customer value. Only a few studies have focused on its
tive activity, and behavioral effort (Lexhagen, 2008), should be effect on behavioral intention (Jones, Reynolds, & Arnold, 2006). In
taken into account in the value concept. For Schechter (1984), per- one of these limited studies, Ryu, Han, and Jang (2010) found that he-
ceived value “is composed of all factors—qualitative and quantita- donic and utilitarian values have both direct and indirect effects (via
tive, objective and subjective—that are jointly important for customer satisfaction) on behavioral intentions in fast-casual
consumers' buying experiences.” As a consequence of their shopping restaurants.
experiences, which are formed by various shopping attributes at the Some studies have suggested that hedonic value is more important
destinations, tourists are expected to generate positive or negative than utilitarian value (Jones et al., 2006; Wang et al., 2000), while
value perceptions. For example, the results of Yüksel's (2007) study some others have indicated that utilitarian value is more determinative
indicated that the shopping environment has an influence on shop- than hedonic value (Ha & Jang, 2010; Overby & Lee, 2006). The reason
ping emotions, and those emotions further affect shopping value for these inconsistencies is the context-dependent structure of value,
and approach behaviors. Thus, the identification and assessment of which signifies that value may differ from one person to another and
the most important shopping attributes and the measurement of from one occasion to another. For example, the effect of hedonic and
their effects on tourists' shopping value perceptions may allow retail utilitarian shopping values on retail outcomes, such as positive word
company managers to generate accurate strategies (LeHew & of mouth and re-patronage intentions, were investigated by Jones
Wesley, 2007). Based upon the above discussion, the following hy- et al. (2006). The authors found that hedonic value has a positive and
pothesis is proposed: significant influence on positive word of mouth, although utilitarian
value has no effect. While utilitarian value had a positive and significant
H1. Satisfaction with shopping attributes is a significant determinant of effect on re-patronage intention, hedonic value had no influence. They
shopping value. concluded that utilitarian shopping value is a necessary, but not suffi-
cient, condition for building customer loyalty (Jones et al., 2006).
Moreover, Yüksel (2007) examined shopping value's effect on ap-
4. Influence of value perception on behavioral intention proach behaviors (e.g., revisit intentions) using a comprehensive
model. The study results revealed that hedonic value positively affected
Customer value has been widely investigated by academics as being approach behavior, while the influence of utilitarian value on approach
an important determinant of behavioral intention (Cronin et al., 2000; behavior was found to be insignificant. Therefore, the author concluded
Oh, 2000). However, the definition of customer value differs depending that the higher hedonic shopping value brought by the positive effect
on the author's point of view. The academics who suggest that customer would result in increased approach behaviors. Similarly, Stoel et al.
value has a unidimensional nature conceptualize customer value as (2004), who examined the relationships among satisfaction with mall
what consumers get for what they give (Zeithaml, 1988; Petrick, attributes, resource expenditures, shopping value, and future patronage
2004). According to this approach, “customer value is essentially con- intention, stated that it was important to determine the attributes that
ceived with a utilitarian perspective, whereby economic and cognitive influence hedonic value, because customers who derived hedonic
reasoning is used to assess the relevant benefits and costs” (Sánchez- value from their shopping experiences were found to be highly prone
Fernández & Iniesta-Bonillo, 2007). Thus, they utilize single-item mea- to return (to the mall). However, there was not such an association for
sures or capture customer value simply as a trade-off between price utilitarian value. As a result, the second hypothesis of this study is as
and quality (Lloyd et al., 2011). follows:
However, this conceptualization does not adequately explain the
total value of the customers' shopping experience because the extant H2. Shopping value is a significant determinant of behavioral intention.
research has revealed that customer value is multidimensional in na-
ture (Chen & Dubinsky, 2003). According to the multidimensional
approach, utilitarian and hedonic value dimensions appear to be 5. The site (Side, ancient site/Antalya)
the universal dimensions of customer value (Babin, Darden, &
Griffin, 1994). The utilitarian value is the customers' overall judg- The survey was conducted at the ancient site of Side, which is locat-
ment of the functional benefits and sacrifices (Overby & Lee, 2006). ed on a peninsula in Antalya, Turkey (Fig. 1). Side means “pomegran-
It is often characterized as the task-related, cognitive, and non- ate,” and it symbolizes a “blessing” in the Luwian language, which is
emotional outcome of a shopping experience. Hedonic value is de- one of the oldest languages spoken in Anatolia. The city is believed to
fined as customers' overall judgment of the experiential benefits have been founded in the seventh century BC. Side was famous for its
and sacrifices related to the multisensory, fantasy, and emotive as- commercial harbor during Hellenistic, Roman, and Byzantine times.
pects of consumption (Hirschman & Holbrook, 1982; Overby & Lee, The local people abandoned the city after the 12th century AD because
2006). Researchers have argued that hedonic and utilitarian value of ongoing wars, fires, and earthquakes. A new settlement was
perceptions may vary between subjects (i.e., value is personal), be- established when the Ottomans brought immigrants from the island
tween products, and over time (i.e., low and high season) (Gallarza of Crete in the 1890s. In the modern era of the Turkish Republic, Side
& Gil, 2008; Yüksel, 2004). regained its popularity as a historical and touristic center.
In this study, the authors adapt the multidimensional approach of Inside the ancient site, there are 598 retail stores that serve both do-
customer value rather than the unidimensional one, which offers a mestic and international visitors (Side Case Analysis Report, 2009). The
much more holistic perspective. However, it should be noted that the most popular type of business is textiles, followed by food and beverage,
unidimensional and multidimensional approaches “represent ‘simple’ entertainment, accommodation, leather products, and souvenirs
and ‘complex’ viewpoints respectively, and are not polar opposites” (Table 1). Outside the ancient site, there are almost two times as
(Sánchez-Fernández & Iniesta-Bonillo, 2007). In the current customer many retail companies, which are mostly accommodation facilities,
value literature, studies about customer value can be grouped under food and beverage outlets, and entertainment businesses.
two categories: The first group of studies attempt to identify the dimen- Yüksel (2004) stated that tourists may seek to experience a specific
sions of this construct, while the second group of studies investigate the habitat while purchasing goods. Since the locations of the retail compa-
relationships between value and other variables. Gallarza and Gil nies on the Side peninsula are very close to each other, and tourists may
(2008) characterized the approach of the first group of studies as find opportunities to purchase various products or services in the same
intra-variable and that of the second group of studies as inter-variable. location, the authors of this study have assumed that retail companies
 T. Albayrak et al. / Tourism Management Perspectives 18 (2016) 98–106 101

Fig. 1. Side, peninsula.

create a special shopping habitat where both tangible and intangible Sample items included: “This shopping trip was truly a joy”; “While
shopping attributes can be obtained and experienced simultaneously. shopping, I felt a sense of adventure.” This construct was measured
with a five-point Likert scale (1 = strongly disagree, 5 = strongly
6. Method agree). Behavioral intention was measured by two items on a five-
point scale (1 = very low, 5 = very high): “The probability that I'm
6.1. Measures going to shop in ancient Side again” and “The likelihood that I would
recommend the shopping experience in ancient Side to other people”
For testing the research model, satisfaction with shopping attributes, (Chen & Chen, 2010). In addition, seven items were included in the
shopping value and behavioral intention variables were measured with questionnaire to identify the demographic characteristics of the respon-
a questionnaire. The section that measures satisfaction with shopping dents, as well as their trip and shopping preferences. The scales used in
attributes uses a five-point scale (1 = very dissatisfied, 5 = very satis- this study were translated into German and Dutch from English by a
fied) capturing 17 items and is generated from the work of Tosun et al. professional translation company, and its capability of being understood
(2007) and Heung and Cheng (2000). Sample items included: “I was was checked by native-speaking German and Dutch people. To verify
satisfied with the language ability of the sales staff”; “I was satisfied the questionnaire, a pilot-test was conducted with 60 tourists in the re-
with the price of the product.” The 15-item scale developed by Babin search setting of the ancient site of Side. The set of items representing
et al. (1994) was used to assess the shopping value of the participants. satisfaction with shopping attributes, shopping value, and behavioral
intention constructs had a high level of clarity according to the pilot
Table 1 study results. Thus, the authors decided to use the generated measure-
Retail companies located inside and outside the ancient site of Side. ment tool in the same way in the survey that followed.
Type of the companies Location and number of the companies
6.2. Procedure
Inside of the ancient Outside of the ancient
site site
By using the convenience sampling method, the survey was con-
Textile 135 90
ducted with the participation of tourists from the four main markets vis-
Food & beverage, entertainment 89 118
Accommodation 72 137 iting Side (German, British, Dutch, and Belgian). The respondents were
Leather products 64 40 interviewed during their relaxation times at the location after their
Souvenir 54 37 shopping. Two trained university students approached the tourists
Small-size Tradesmen 38 102
and asked their nationalities, and if they had already shopped. Informa-
Supermarket 36 151
Jewelry 34 28 tion about the aim of the study was given to the tourists who had
Glasses and Watches 20 13 shopped and were members of the targeted nationalities, and their vol-
Others 56 235 untary participation was requested. The survey was conducted between
Total 598 956 1 July and 30 August 2012. At the end of this period, a total of 643 fully
Source: Side Case Analysis Report, 2009. answered questionnaires were collected.
102 T. Albayrak et al. / Tourism Management Perspectives 18 (2016) 98–106

7. Results and discussion Table 3

Dimensions of the shopping attributes.

7.1. Sociodemographic characteristics of the sample Variance

Factor Cronbach's
Means explained
loadings alpha
Table 2 presents the sociodemographic characteristics of the sample. (%)

Of the 643 respondents, 38.1% were German, 30.5% were British, 26.9% Tangibles 4.07 22.76 .845
were Dutch, and 4.5% were Belgian. The majority of the participants T1 Opening hours .807 4.26
T2 Neatness and cleanliness .647 3.94
were married (58.9%) and women (55.2%). Furthermore, 42.2% were
T3 Lighting and ambiance .662 4.05
company employees, and 16.8% were students. The average age of the T4 Accessibility .774 4.05
respondents was 38.25 (SD 15). The duration of the holidays was be- T5 Choice of payment methods .681 3.99
tween eight and 14 days for 64.2% of the respondents. More than half T6 Location .702 4.18
(55%) of the respondents were visiting the ancient site of Side for the Staff 3.61 18.22 .833
S1 Language ability of sales staff .715 3.81
first time. The goods that were purchased the most were clothes, souve- S2 Attitude of sales staff .796 3.49
nirs, and local foods. S3 Efficiency of sales staff .726 3.63
S4 Product knowledge of sales .691 3.55
7.2. Refinement of the scales staff
Product 3.41 23.20 .881
P1 Price of product .685 3.34
First, to determine the underlying factors of the shopping attributes, P2 Value for the money .682 3.46
an exploratory factor analysis (EFA) was conducted using the maximum P3 Availability of product .782 3.59
likelihood method with the varimax rotation technique. Two items P4 Product reliability .861 3.36
(“Variety of products” and “Authenticity”) were deleted due to low P5 Product quality .828 3.36

communalities (below .50). Finally, three factors were obtained Total variance explained 64.20%; KMO: .908; Bartlett's Test of Sphericity: 4885.9 (.000).
(Table 3) with eigenvalues greater than one, which explained 64.2% of
the variance in the shopping attributes scale. There were no cross load-
ings, and all items loaded significantly on a factor. The first factor, which this study, the authors obtained a three-factor solution (tangibles,
captured six items explaining 22.76% of the variance, was called the staff, and product). The “product value” and “product reliability” dimen-
“tangibles” on the basis of the shared meanings of the items. The second sions of Heung and Cheng (2000)’s generated a unique dimension called
factor, which consisted of the characteristics of the “staff” (four items), “product” in this study.
explained 18.22% of the variance. The third factor was labeled “product,” While the respondents in this study were found to be slightly satis-
which explained 23.20% of the variance. The Cronbach's alpha reliability fied with “tangibles,” they were less satisfied with “staff” and “product.”
values were between .833 and .881, which were above the recommend- This finding is similar to Tosun et al.’s (2007) study, which was conduct-
ed cut-off value of .70 (Hair, Anderson, Tatham, & Black, 1998). Whereas ed in Cappadocia, a popular cultural and religious tourist destination in
Heung and Cheng's (2000) study found four factors for shopping attri- Turkey. In their study, the authors detected that the respondents were
butes: “tangibles,” “staff,” “product value,” and “product reliability,” in satisfied with staff (e.g., language ability, 4.33; knowledge of products,
4.11). “Product” and “staff” were also identified by Heung and Cheng's
(2000) study in Hong Kong as attributes about which tourists were
Table 2 dissatisfied.
Sample characteristics.
Secondly, a factor analysis (maximum likelihood with the varimax
Characteristics N % rotation) was conducted on the shopping value data. Four items (“This
Nationality German 245 38.1 shopping trip truly felt like an escape,” “I enjoy being emerged in excit-
British 196 30.5 ing new products,” “This shopping trip was not a very nice time out,” “I
Dutch 173 26.9 couldn't buy what I really needed”) were eliminated since their commu-
Belgian 29 4.5
nalities were below .50. Even though the factor analysis based on eigen-
Gender Male 288 44.8
Female 355 55.2 values greater than one indicated a two-factor solution, an examination
Marital status Married 379 58.9 of the scree plot revealed that the three-factor solution was more appro-
Single 264 41.1 priate. After this decision, three factors were extracted, explaining
Occupation Company employee 271 42.2 66.06% of the variance. They were labeled: hedonic-enjoy value (5
Government sector 75 11.7
Student 108 16.8
items, α = .843), hedonic-escapism value (3 items, α = .765), and util-
Business owner 42 6.5 itarian value (2 items, α = .521). (Table 4) Only the reliability of the
Retired 43 6.7 utilitarian value was found to be lower than the recommended value,
Other 103 16.1 but given that there were strong theoretical reasons for the dimension,
Times of visit to ancient site of side 1st time 352 55.0
the authors decided to keep it.
Between 2 and 4 times 216 18.9
5 and more times 72 26.1 At first glance, the three sub-dimensional structure of shopping
Duration of holiday Between 1 and 7 days 175 27.3 value obtained in this study seems to be at odds with Babin et al.'s
Between 8 and 14 days 411 64.2 (1994) widely accepted two-dimensional (hedonic and utilitarian)
15 days and more 54 8.5 structure. However, other studies in the literature provide support
Purchased goods⁎ Clothes 410 63.7
that hedonic value consists of the enjoyment and escapism (from bore-
Souvenirs 229 35.6
Local foods 213 33.1 dom) sub-dimensions (e.g., Chang, Leslie, & Francis, 2005).
Watches and jewelry 190 29.5
Leather 78 12.1 7.3. Research model analysis
Medication 67 10.4
Arts and handcrafts 62 9.7
Glasses 56 8.7 The EFA results offered three sub-dimensions for both the shopping
Tobacco and wine 35 5.4 attributes and shopping value constructs. Based on the EFA results, the
Electronic products 15 2.3 research model was constructed, as shown in Fig. 2, by taking into con-
Perfumes & cosmetics 13 2.0 sideration the shopping attributes and the shopping value constructs'
⁎ More than one selection was available. sub-dimensions.
 T. Albayrak et al. / Tourism Management Perspectives 18 (2016) 98–106 103

Table 4
Dimensions of the shopping value.

Factor loadings Means Variance explained (%) Cronbach alpha

Hedonic-enjoy 3.55 30.48 .843

HE1 This shopping trip was truly a joy. .834 3.71
HE2 I continued to shop, not because I had to, but because I wanted to do. .790 3.72
HE3 Compared to other things I could have done, the time spent at shopping was truly enjoyable. .713 3.29
HE4 I enjoyed this shopping trip for its own sake, not just for the items I may have purchased. .756 3.51
HE5 I had a good time because I was able to act on ‘spur-of-the-moment’. .600 3.55
Hedonic-escapism 2.77 22.02 .765
HS1 During the trip, I felt the excitement of the hunt. .816 2.57
HS2 While shopping, I was able to forget my problems. .790 2.88
HS3 While shopping, I felt a sense of adventure. .786 2.86
Utilitarian 3.45 13.54 .521
U1 While shopping, I found just the items(s) I was looking for. .899 3.41
U2 I accomplished just what I wanted to on this shopping. .639 3.50

Total variance explained 66.06%; KMO: .872; Bartlett's Test of Sphericity: 2199.04 (.000).

The research model of the present study was tested using a two- reliabilities, and average variance extracted (AVE), are displayed in
stage analysis, as suggested by Anderson and Gerbing (1988). First, Table 5. All construct reliabilities, except utilitarian value, exceeded
the measurement model was developed by conducting a confirmatory the cut-off value of .70 (Bagozzi & Youjae, 1988). Average variance ex-
factor analysis (CFA) to validate all of the constructs. Then, the structural tracted estimates were more than .50 (except for utilitarian value and
equation paths were estimated to test the research model. tangibles), suggesting the convergent validity of the constructs
The measurement model comprised the following seven constructs: (Fornell & Larcker, 1981). As shown in Table 6, the square roots of the
hedonic-enjoy value, hedonic-escapism value, utilitarian value, tangi- AVE values of every construct are greater than the correlations between
bles, staff, product, and behavioral intention. The fit of the measurement them and any other construct; discriminant validity was, therefore, sup-
model was evaluated by the following indices: the χ2 was 920.39 with ported (Fornell & Larcker, 1981).
303 degrees of freedom (χ2/df = 3.037) and the goodness-of-fit index The goodness of fit indices for the research model indicated that the
(GFI) was .90, which indicated a good model fit (Bagozzi & Youjae, model fitted the data (χ2 = 1058.57, df = 309, χ2/df = 3.42, GFI = .89,
1988). The RMSEA index of .056 fell below the acceptable level of .07. AGFI = .87, RMSEA = .061, NFI = .96, CFI = .97). Although the values of
In addition, both the comparative fit index (CFI; .98) and the Bentler– GFI (.89) and AGFI (.87) were slightly less than the recommended value
Bonett normed-fit index (NFI; .96) met the commonly used threshold (.90), they were still acceptable (Bagozzi & Youjae, 1988). The model
level of .90. To conclude, the results provided a good fit for the measure- explained 59% of the variation in behavioral intention. The results indi-
ment model. cated that the three variables reflecting shopping value (hedonic-enjoy
In addition, the reliability, the convergent validity, and the discrimi- value, hedonic-escapism value, utilitarian value) predict tourists' shop-
nant validity of the constructs were examined. The results of the mea- ping behavioral intention. Thus, hypothesis 2 was supported. Among
surement model, including the standardized factor loadings, construct the variables, the utilitarian value was shown to have the greatest im-
pact in predicting behavioral intention (Fig. 3). That is, having a utilitar-
Table 5
ian value was associated with having higher levels of behavioral
Measurement model results.a, * intentions. This finding is different from previous studies in which the
influence of hedonic value on tourists' behavioral intentions was
Constructs Items FL AVE Reliabilitya
found to be higher than that of utilitarian value (e.g., Yüksel, 2007). At
Hedonic-enjoy value HE1 .80 .524 .846 resort destinations like Side, where, in general, all-inclusive service is of-
HE2 .68
fered, tourists may prefer to spend most of their vacation inside their
HE3 .73
HE4 .75 hotels. Therefore, it may be predicted that tourists just shop to satisfy
HE5 .65 their utilitarian motivations. They might shop because they feel obliged
Hedonic-escapism value HS1 .72 .514 .760 to meet personal or urgent needs or to buy gifts for other people, rather
HS2 .75 than expect any hedonic value from shopping.
HS3 .70
Utilitarian value U1 .76 .399 .557
All three dimensions of shopping attributes had significant and pos-
U2 .47 itive effects on hedonic-enjoy, hedonic-escapism, and utilitarian values,
Tangibles T1 .70 .482 .848 indicating support for hypothesis 1. This finding is consistent with pre-
T2 .68 vious studies that were conducted in different contexts (e.g., Babin et al.,
T3 .72
1994; Oh, 2007; Stoel et al., 2004). The results reveal some interesting
T4 .75
T5 .66 findings: the influence of staff on the three value dimensions was higher
T6 .65 than other shopping attributes; the effect of tangibles on utilitarian
Staff S1 .59 .572 .840
S2 .81
S3 .85 Table 6
S4 .75 Discriminant validity of the constructs.
Product P1 .71 .606 .884
Construct HE HS U T S P BI
P2 .71
P3 .77 HE 0.724
P4 .86 HS 0.461 0.717
P5 .83 U 0.448 0.246 0.632
Behavioral intention BI1 .83 .759 .862 T 0.435 0.113 0.394 0.694
BI2 .91 S 0.498 0.323 0.408 0.521 0.756
P 0.461 0.382 0.407 0.450 0.612 0.778
FL: standardized factor loading; AVE: average variance extracted.
a BI 0.544 0.360 0.398 0.436 0.549 0.524 0.871
Construct reliability = (∑standardized loading)2 /[(∑standardized loading)2 + ∑εj].
⁎ See Tables 2 and 3 for item meanings. Bold diagonal values are square root of AVE, others are correlation coefficients.
104 T. Albayrak et al. / Tourism Management Perspectives 18 (2016) 98–106

Fig. 2. Research model.

value was higher than its effect on other value dimensions; and, an un- Another significant finding of this study is the identification of two
expected finding was that tangibles had a negative relationship with the dimensions for hedonic value: hedonic-enjoy and hedonic-escapism.
hedonic-escapism value. Product, in contrast, had a stronger influence In previous studies, hedonic value has been considered to have a unidi-
on both hedonic-escapism and utilitarian values than on the hedonic- mensional structure (e.g., Jones et al., 2006). This dual distinction will
enjoy value. While the tangibles dimension of shopping attributes neg- make it possible to obtain more detailed results in empirical research.
atively affects the hedonic-escapism value, all of the other dimensions For example, the authors of this study identified that the strength of
of shopping attributes positively influence value dimensions. shopping attributes' influence on the hedonic-enjoy and hedonic-
escapism dimensions varies. Moreover, hedonic-enjoy and hedonic-
8. Conclusion escapism values have varying effects on behavioral intention. Thus, it
is suggested that researchers consider hedonic value as a multidimen-
In the tourism and travel literature, a scarce number of studies have sional variable.
been conducted to investigate the relationships between shopping In addition, this study has examined tourists' satisfaction with shop-
value and behavioral intention. The findings of these studies have con- ping attributes and perceived shopping value variables, as well as their
firmed the general idea adopted by academics that a positive relation- impacts on behavioral intention, using a comprehensive model. In the
ship exists between perceived value and behavioral intention, as literature, little research has investigated the relationship of satisfaction
suggested by Cronin et al. (2000). However, any study will be limited with shopping attributes and value (Stoel et al., 2004). By contributing
if the factors that have an influence on shopping value are ignored. to the existing literature, the results of the structural equation model
Thus, to fill this gap in the literature, the authors of this study tested a have shown that each shopping attribute has a varying impact on
comprehensive model for investigating the effects of shopping attri- value dimensions, which further affects behavioral intentions. For ex-
butes on shopping value and behavioral intention. ample, staff has the strongest effect on the hedonic-enjoy value, while
Shopping habitats, such as Side, where this study was conducted, tangibles have the weakest. That finding shows the importance of the
“not only include boutiques, restaurants, bars, and gift stores, but also customer-staff interactions and the role of staff in creating joyful shop-
areas for street vendors, historical buildings and architecture” (Yüksel, ping experiences. Thus, companies should enhance the quality of
2007). Such habitats motivate domestic and international tourists to customer-staff relationships. Physical attributes, in contrast, have a lim-
visit destinations and to spend considerable amounts buying traditional, ited effect on shopping value. For that reason, only offering good quality
low-price brands, gifts, souvenirs, and many other items. Shopping is products to the customers, without making them satisfied with their
also seen by many tourists as a leisure activity that enhances their travel human-based interactions, will not lead positive behavioral intention.
experiences. In the present study, the key dimensions of shopping attri- Utilitarian value is also identified as being influenced more strongly by
butes identified by the factor analysis were tangibles, staff, and product, tangibles. This result shows that the physical elements of a shopping ex-
which is very similar to Heung and Cheng's (2000) findings. perience serve to meet the customers' utilitarian value expectations.

Fig. 3. Standardized path coefficients.

 T. Albayrak et al. / Tourism Management Perspectives 18 (2016) 98–106 105

Thus, the authors recommend that companies promote evidence of the to offer high quality shopping services and to create fair trade conditions
utilities of the products/services to the customers. The research model for both the local people and tourists.
results indicate that the utilitarian, hedonic-enjoy, and hedonic- In this study, the findings show that utilitarian value has the highest
escapism values have a positive and almost intermediate level of influ- impact on tourists' behavioral intentions, while hedonic-enjoy and
ence on behavioral intention. For this reason, customer value should be hedonic-escapism values have a relatively lower impact. In addition to
investigated by academics using a holistic point of view. One notable high quality goods with reasonable prices, retailers in the destination
finding of this study is that staff attributes is the least satisfying factor should aim at enabling the tourists to experience more enjoyment, sur-
in shopping at the destination, although this attribute has the highest ef- prise, and satisfaction with their shopping experiences. Moreover, the
fect on shopping value. Therefore, destination authorities and store current efforts of the retailers to improve their professional skills and
managers should take steps to increase the overall service quality of collaborative practices are expected to positively affect the efficiency
their staff. Another interesting result is the relatively low means for of tourist-retailer relationships. To conclude, tourist shopping behavior
the hedonic-escapism value against the hedonic-enjoy and utilitarian is an emerging area of interest, not just for academics, but also for retail
values. Tourists seem not to consider shopping as a nice escape from companies and destination authorities.
their daily activities (hedonic-escapism); rather, some of them prefer
to shop to have fun (hedonic-enjoy), while some others see shopping
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