A STUDY ON THE DETERMINANTS OF PASSENGER IMPULSIVE BUYING BEHAVIOR AT TAIWAN TAOYUAN INTERNATIONAL AIRPORT

• Main Authors: Lee Chung Han, 李忠漢
• Other Authors: 彭效武
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/19845021790528909841

碩士 === 開南大學 === 空運管理學系 === 97 === Abstract The aim of this research is to study the influencing factors for the impulse purchasing in an enclosed business environment at Taiwan Taoyuan International airport and to find the relationship between the factors and the impulse purchasing behavior. The method of the research includes the reliability and validity analysis as well as the explanatory and confirmatory factor analysis. Further, the AMOS statistic software was used to test the structural equation model and the hypotheses. The finding of the research shows that 9 factors have the impact on consumer’s impulse purchasing behavior. Among them, 6 factors refer to the latent variable of the “purchase environment” including factors of the shops’ characteristics, shopping environment and sales promotion, product characteristic, payment selection, and the situational factor and financial concerns at the shopping moment. Besides, the other 3 factors refer to the latent variable of “the personal characteristic of consumer’s impulse purchasing behavior” including factors of the consumer’s attitude toward shopping, consumer’s specific mood for shopping and consumer’s standard of behavior. According to the difference analysis, the demographic variables such as gender, education, income, frequency of traveling abroad annually, and the waiting time spending at the airport are significantly varied with part of the factors that influence the consumer’s impulse purchasing behavior. It is found that “the purchase environment”, “the personal characteristic of consumer’s impulse purchasing behavior” and “the type of consumer’s purchasing behavior” are closely related to each another. The research finding supports both hypothesis : “the greater stimuli of the airport shopping environment effectively and positively influence the passengers’ impulse purchasing behavior” and “the stronger the impulse purchasing characteristics, the more the impulse purchasing behavior”. This indicates that the external shopping environment can stimulate the consumer’s internal impulse purchasing characteristic and finally lead to consumer’s impulse purchasing behavior.