Purpose

Impulse purchases are a phenomenon of interest in recent years that provides a high revenue stream for companies compared to planned purchases. Airports are a unique shopping environment. Travellers usually need to arrive at the airport early and can only utilise limited time to shop at duty-free stores, which makes the shopping experience time-constrained and has the potential to make impulse purchases. The main purpose of this research is to create a model to examine whether “time pressure” and “hedonic shopping motivation” lead to impulse shopping through the formation of “positive emotion” in the context of airport duty-free shops.

Design/methodology/approach

A questionnaire-based survey was conducted in this study. The data collection for this study targeted individuals who had previously used airline services for international travel and visited duty-free shops at international airports. A total of 502 valid subjects participated in this survey.

Findings

The findings indicated that time pressure and consumers’ hedonic motivations have a positive impact on emotions. Positive emotions have a positive impact on the occurrence of impulse purchases. Music and light can moderate the impact of hedonic motivation on emotion but cannot reduce the influence of time pressure on emotion. Social factor significantly moderates the positive association between hedonic shopping motivation and emotion.

Originality/value

The research collected data from various international airports and social media, enabling the findings to be generalised.

中文翻译：

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旅客在机场冲动购物

目的

冲动购买是近年来一种令人感兴趣的现象，与计划购买相比，冲动购买为公司提供了高收入来源。机场是一个独特的购物环境。旅客通常需要提早到达机场，只能利用有限的时间在免税店购物，购物体验时间有限，容易产生冲动购买。本研究的主要目的是建立一个模型来检验在机场免税店背景下“时间压力”和“享乐购物动机”是否通过“积极情绪”的形成导致冲动购物。

设计/方法论/途径

本研究进行了问卷调查。这项研究的数据收集针对的是以前使用过航空服务进行国际旅行并参观过国际机场免税店的个人。共有 502 名有效受试者参与了本次调查。

发现

研究结果表明，时间压力和消费者的享乐动机对情绪有积极影响。积极情绪对冲动购买的发生有积极影响。音乐和灯光可以调节享乐动机对情绪的影响，但不能减少时间压力对情绪的影响。社会因素显着调节享乐购物动机与情绪之间的正相关关系。

原创性/价值

该研究从各个国际机场和社交媒体收集了数据，使研究结果得以推广。