The Effects of Time Pressure and Impulse Buying between Shopping Motivations and Choice of Commercial Activities at the Airport

摘要

Shopping is one of the most popular tourist activities. The atmosphere around airport is often more determining of the purchase decision than the product itself. If only have less time to shopping that passengers will be nervous. In this timeless condition, airport shoppers tend to make impulse purchases. The purpose of this study is to identify the moderating role of time pressure and impulse buying between shopping motivation and choice of commercial activities. A choice of commercial activities at the airport model was constructed an empirically tested. A total 630 questionnaires were distributed to identify travelers at Taiwan Taoyuan International Airport; 600 valid responses were returned. The data were examined with hierarchical regression analysis. The results demonstrated the impulse buying is an important moderating role between shopping motivations and choice of commercial activities at the airport. It also indicated the positive impact resulting from shopping motivation to choice of commercial activities. Besides, different shopping motivations determine which commercial activities to choice. Several implications for improve impulse buying at airport will be discussed and suggested in this paper.