Institute of Transportation, MOTC

        As non-aeronautical revenues are a key contributor to the financial success of airports, many airports have both made their aeronautical operations more efficient and brought greater diversity to its non-aeronautical operations by introducing shopping malls in their multifunctional buildings. In the shopping malls of the multifunctional buildings, the airport will provide leisure, shopping, food, meeting and sightseeing attraction services. This study examined the relationships among consumers’ preference and intention of the shopping mall of the airport multi-functional buildings using the structural equation modeling (SEM). The model considers five main dimensions of consumers' intention, including motivation, lifestyle, attitude, environmental atmosphere and behavioral intention towards multi-functional shopping malls. The mediation effects are also discussed.

       According to the empirical results, the theoretical model was found acceptable and the results support for proposed hypotheses. The results indicated that consumers' "consumption motivation", "attitude" and "environmental atmosphere" all have positive effects on the behavioral intention, and "lifestyle" also has a significant effect on the behavioral intention. "Consumption motivation" and "environmental atmosphere" both have positive effects on "attitude", and "lifestyle" also has a significant    effect on "attitude". According to the mediation effect test, it is found that "attitude" has a partial mediating effect on "consumption motivation" and "lifestyle" between behavioral intention. This study deduced information about what are impacts of consumers’ perception on their behavioral intention. This study also suggested marketing strategies and managerial implications from the empirical results.