| Summary: | 碩士 === 長榮大學 === 航運管理學系碩士班 === 101 === This study collects consumption data of air passengers who were going to depart from or just arrived at Taoyuan International Airport and Kaohsiung International Airport as the study case. Totally, we received 471 samples. Through raw data analysis, we found that alcohols and tobaccos are the most popular goods to buy by air passengers while foods and gift boxes are followed behind. The exploratory factor analysis is used for further analysis and concludes six factors motivating passengers’ airport shopping behavior. These are Enjoyment, Values, Environment, Quality, Services, and Convenience. Furthermore, three factors of involvement behavior are identified: pre-planned shopping behavior, impulsive buying behavior, and information search behavior. Those three involvement factors are used for cluster analysis. The results lead to five segments of air passengers regarding their airport shopping behavior. Among which, “External stimulus”, “Pathetic”, “Shopping lovers”, and “Planned shopping” passengers are mostly females or aged between 21 years old and 30 years old. In contrast, “Impulsive buying” passengers are mostly males, aged between 31 and 40, or having monthly income from 40,000 NT$ to 60,000 NT$.
This study also constructed a shopping decision model of air passengers and found that passengers aged between 21 and 30, 41 and 50 years old, college educated or above passengers, or passengers who were students or employed by service industry are more likely to buy at airports. Moreover, the important variables influencing the spending of consumptions of passengers including ages, shopping experiences, or shopping time. Finally, the implications for airport managers are concluded.
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