The in-flight shopper |
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| Affiliation: | 1. Center for Sustainability, East Carolina University, Rivers Building RW 208, Greenville, NC 27858, USA;2. Hospitality and Tourism Management, Appalachian State University, 4078 Peacock Hall, Boone, NC 28608, USA;3. Department of Recreation and Leisure Studies, East Carolina University, 1408 Carol Belk Building, Greenville, NC 27858, USA;4. Department of Management, 2109 Pamplin Hall, Virginia Tech, Blacksburg, VA 24061, USA;5. Department of Marketing & Supply Chain Management, East Carolina University, 3104 Bate Building, Greenville, NC 27858, USA |
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| Abstract: | This paper examined how in-flight shoppers differ from non-shoppers in terms of socioeconomic, motivational, and attitudinal characteristics. A telephone survey revealed that in-flight shoppers do not differ from non-shoppers in education and gender. In-flight shoppers, however, are older and earn more money than the average airline passenger. Additionally, in-flight shoppers are more impulsive, more brand conscious, more price conscious, and less risk perceptive than non-shoppers. They are no different from non-shoppers when it comes to convenience and variety-seeking. The in-flight shopper also has a positive attitude towards advertising. |
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