Airport Servicescape,Approach Intentions,and the Mediating Role of Perceived Merchandise Value and Shopping Value1

Despite the large body of work on approach intentions in airport servicescapes, literature considering cognitive evaluations as a possible mediator is lacking. The aim of this study is to address this gap in literature by investigating the effect of an airport servicescape environment on approach intentions through cognitive evaluations on the foundation of the stimulus–organism–response framework. Data of 484 passengers at Chinese international airports were collected. Overall, perceived merchandise value significantly mediated the relationship between airport servicescapes and approach intentions; perceived merchandise value and shopping value acted as chain mediators between airport servicescapes and approach intentions. The theoretical implications are discussed, and the results could be used by airport stores to achieve higher approach intentions.