volume 3, issue 4, P354-374 2018
DOI: 10.1108/mabr-09-2018-0039
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Chin-Shan Lu, Ho Yee Poon, Hsiang-Kai Weng

Abstract: Purpose-This study aims to propose a safety marketing stimuli-response model to explain passengers' safety behavior in the ferry services context. Design/methodology/approach-Structural equation modeling was conducted to examine the impact of safety marketing stimuli on passengers' safety awareness and behavior by using data obtained from a survey of 316 ferry passengers in Hong Kong. Findings-The authors found that passengers' perceptions of ferry safety marketing stimuli positively affected their safety awar…

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