Volume 11, Number 2, December 2021
| The Moderating Effect of Income for the Relation Between Online and In-Store Shopping of Airlines Employees |
Li-Ling Liu 1*, Yi-Hsiung Wei 2
Abstract
Due to the widespread use and rapid development of information and communication technology, e-commerce such as online shopping that no longer needs to go out shopping is no longer needed, and it is rapidly increasing in developed countries such as the United States and developing countries such as China. The rapid growth of Taiwan's online channels and the spread of the epidemic will drive the full-year scale of 2020 to reach a new record of more than NT$80 billion.
The purpose of this research is mainly for airline employees who have to go abroad frequently for work and have the opportunity to choose online or in-store shopping options when they go abroad. Through the investigation, we can clarify whether the income has moderating effect on the online and in-store shopping behavior of airline employees.
This study adopts the method of questionnaire survey. The main sample objects are current pilots and flight attendants. 500 questionnaires were distributed and 300 were recovered. After deducting 4 invalid questionnaires, a total of 296 valid questionnaires were obtained, and the questionnaire recovery rate was 59.2%. The results of the study show that online shopping has a negative impact on in-store shopping, and income has a moderating effect on the negative relationship between online shopping and in-store shopping. In terms of practical recommendations, the proposed online shopping model could be used for a large amount of explanatory data for future research, which will enable retail marketers to effectively prioritize the benefits of online shopping that have a strong influence on users' willingness to use the Internet.
Keywords: Airline employees, Online Shopping, In-Store Shopping
1 Department of Business Administration, CTBC Business School, No. 600, Sec. 3, Taijiang Blvd., Annan District, Tainan 709, Taiwan, R.O.C. Her current research interests include human resource management, marketing, and communication.( E-mail: lilingliu0621@gmail.com)
2 Graduate student of Department of Business Administration, CTBC Business School, No. 600, Sec. 3, Taijiang Blvd., Annan District, Tainan 709, Taiwan, R.O.C.( E-mail: masterdegree168@gmail.com)