Overseas travelers' decision formation for airport-shopping behavior

Abstract

In this study, we investigated international travelers' decision-making process for airport shopping by considering the moderating impact of the perceived disadvantages of airport-shopping behavior. The model of goal-directed behavior, including volitional/non-volitional, motivational, and affective components of decision-making, was employed to create an accurate prediction of intention. Findings from the structural equation modeling indicated that significant amounts of variance in intention were accounted for by the proposed model, and the mediating impact of the motivational component was detected in the proposed theoretical framework. In addition, the results from the invariance tests revealed that perceived disadvantages of airport shopping acted as a significant moderator in determining intention. Our results imply that these perceived disadvantages can be a threat to airport operations and retailing.