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Investigating travelers’ multi-impulse buying behavior in airport duty-free shopping for Chinese traveler: Intrinsic and extrinsic motivations

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  • Lee, Jung Ick
  • Ren, Tianbao
  • Park, Jungkun

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.

Suggested Citation

  • Lee, Jung Ick & Ren, Tianbao & Park, Jungkun, 2021. "Investigating travelers’ multi-impulse buying behavior in airport duty-free shopping for Chinese traveler: Intrinsic and extrinsic motivations," Journal of Air Transport Management, Elsevier, vol. 92(C).
    • Handle: RePEc:eee:jaitra:v:92:y:2021:i:c:s0969699721000065
    DOI: 10.1016/j.jairtraman.2021.102023
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