Attitude toward luxury cruise, fantasy, and willingness to pay a price premium

被引：37
|
作者：
Ioana-Daniela, Stoica [1 ]
Lee, Kwang-Ho [2 ]
Kim, Insin [3 ]
Kang, Sanghoon [4 ]
Hyun, Sunghyup Sean [1 ]
机构：
[1] Hanyang Univ, Sch Tourism, 17 Haengdang Dong, Seoul 133791, South Korea
[2] Ball State Univ, Dept Management, Muncie, IN 47306 USA
[3] Pusan Natl Univ, Dept Tourism & Convent, Busan, South Korea
[4] Kyonggi Univ, Tourism Res Inst, Suwon, South Korea
来源：
ASIA PACIFIC JOURNAL OF TOURISM RESEARCH | 2018年 / 23卷 / 04期
关键词：
Luxury cruise tourism; the functional theory of attitudes; fantasy; willingness to pay a premium price; sensory innovativeness; maximization; TECHNOLOGY ACCEPTANCE MODEL; CONSUMER BRAND CHOICE; NARRATIVE TRANSPORTATION; CONSUMPTION EXPERIENCE; BEHAVIORAL ECONOMICS; RELATIONSHIP QUALITY; MENTAL SIMULATION; PLANNED BEHAVIOR; IMAGINE YOURSELF; SELF;
D O I：
10.1080/10941665.2018.1433699
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study applies the functional theory of attitudes in examining the structural relationships among the social-adjustive, value-expressive, hedonic, and utilitarian functions of attitudes, fantasy, and willingness to pay a premium. This study also identifies the moderating roles of sensory innovativeness and maximization in the relationships between the four functions of attitudes and fantasy. An online survey (N=543) was conducted to collect data from American respondents. Structural equation modeling analysis was conducted to test proposed hypotheses. Results showed that the four functions of attitudes had significant positive effects on fantasy. In subsequent process, fantasy had a significant positive effect on willingness to pay a premium. Sensory innovativeness moderated the relationship between value-expressive function and fantasy, and maximization moderated the relationship between fantasy and willingness to pay a price premium. Given these findings, valuable theoretical and practical implications are discussed regarding the role of fantasy in luxury cruise decision-making.
引用
收藏
页码：325 / 343
页数：19
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