Investigating travelers’ multi-impulse buying behavior in airport duty-free shopping for Chinese traveler: Intrinsic and extrinsic motivations |
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Institution: | 1. Business school, Hanyang University, 222 Wangsimni-ro, Seongdong-gu, Seoul, 04763, Republic of Korea;2. Business School, Heze University, Daxue Road 2269, Heze, Shandong, 274015, China;1. Dept. of Airline & Tourism Management, Youngsan University, Haeundae Campus 612-743, 142 Bansongsongsunhwan-ro, Haeundae-gu, Busan, South Korea;2. Department of Business Administration, Korea Aerospace University, 200-1, Hwajeon-dong, Deokyang-gu, Goyang-city, Gyeonggi-do, 421-791, South Korea;1. Center for Aviation Competence (University of St. Gallen), 9 Zentrum Staldenbach, Pfaeffikon, SZ 8808, Switzerland;2. Embry-Riddle Aeronautical University, 540 Arlington Lane, Grayslake, IL 60030, United States |
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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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Keywords: | Impulse buying behavior Intrinsic motivation Extrinsic motivation Traveler satisfaction Traveler loyalty |
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