Investigating travelers’ multi-impulse buying behavior in airport duty-free shopping for Chinese traveler: Intrinsic and extrinsic motivations
- Authors
- Lee, Jung Ick; Ren, Tianbao; Park, Jungkun
- Issue Date
- May-2021
- Publisher
- Elsevier Ltd
- Keywords
- Impulse buying behavior; Intrinsic motivation; Extrinsic motivation; Traveler satisfaction; Traveler loyalty
- Citation
- Journal of Air Transport Management, v.92, pp.1 - 9
- Indexed
- SSCI
SCOPUS
- Journal Title
- Journal of Air Transport Management
- Volume
- 92
- Start Page
- 1
- End Page
- 9
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/1470
- DOI
- 10.1016/j.jairtraman.2021.102023
- ISSN
- 0969-6997
- Abstract
- Airport duty-free shopping is becoming the most important source of revenue and profit. As airports provide a unique retailing environment that differs from the day-to-day distribution channels, observation of travelers' shopping behavior in airports shows that it is different from that in traditional retail store environments. Duty-free retailers at airports must recognize this specific shopping behavior to maximize their sales performance. We examine the relationship between two different types of impulse buying behaviors: cognitive and affective. We also study travelers' satisfaction/loyalty in the context of airport duty-free shopping using two moderators of this relationship: intrinsic and extrinsic motivations. Data were collected from outbound Chinese travelers, who represent the largest proportion of travelers worldwide, to identify implications for airport duty-free retailers. This study found a positive relationship between affective impulse buying behavior and travelers' satisfaction, an aspect that also generates loyalty in the context of airport duty-free shopping. Furthermore, travelers' extrinsic motivations moderate the negative relationship between affective impulse buying behavior and travelers' satisfaction. This study provides insights that airport duty-free retailers can utilize to motivate travelers’ consumption and enhance their satisfaction in duty-free shopping, thereby increasing consumer loyalty.
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