The Effect of Shopping Motivation on Impulse Buying Behavior at Airports

Abstract

Shopping, which is one of the ways of getting away from the stress of life, is one of the most popular activities in daily life as well as in the flights of stress and excitement. There are various motivations that lead consumers to impulse buying, even if they have not been planned before. It is important for both airport retailers and consumers to know whether the motivation for shopping has an impact on impulse buying decisions of consumers who have time pressure. Also, the effect of the level of shopping involvement on this relationship is important. In this study, it has been tried to find out whether the motivation of shopping has an impact on impulse buying and it has been tried to investigate whether the level of time pressure and shopping interest makes a difference on this effect. It has been determined that shopping motivation has an effect on impulse buying behavior. In addition, it is among the other results of the study that the effect of shopping motivation on impulse buying behavior differs according to time pressure and shopping involvement level.

Keywords

• Impulse buying behavior
• Shopping motivation
• Shopping Involvement
• Time Pressure

Alışveriş Motivasyonunun Havaalanlarındaki Anlık Satın Alma Davranışı Üzerine Etkisi

Abstract

Hayatın stresinden uzaklaşmak isteyen tüketicilerin başvurduğu yollardan biri olan alışveriş günlük hayatta olduğu kadar stres ve heyecanın yoğun olarak yaşandığı havaalanlarında da en popüler aktivitelerden biridir. Önceden planlanmamış olsa dahi tüketicileri anlık satın almalara yönelten çeşitli motivasyonlar bulunmaktadır. Alışverişe dair hissedilen motivasyonun, zaman baskısı yaşayan tüketicilerin anlık satın alım kararları üzerinde bir etkisinin olup olmadığının bilinmesi hem havaalanı perakendecileri hem de tüketiciler için önemlidir. Ayrıca alışveriş ilgilenim düzeyinin bu ilişki üzerindeki etkisi de önem arz etmektedir. Bu çalışmada, alışveriş motivasyonunun anlık satın alma üzerine etkisinin olup olmadığı ortaya çıkarılmaya çalışılarak, zaman baskısı ve alışveriş ilgilenim düzeyinin bu etki üzerinde farklılık yaratıp yaratmadığı araştırılmaya çalışılmıştır. Alışveriş motivasyonunun anlık satın alma davranışı üzerinde etkisi olduğu tespit edilmiştir. Ayrıca, alışveriş motivasyonunun anlık satın alma davranışı üzerindeki etkisinin zaman baskısı ve alışveriş ilgilenim düzeyine göre farklılık gösterdiği, çalışmanın ulaşılan diğer sonuçları arasındadır.

Keywords

• Anlık Satın Alma Davranışı
• Alışveriş Motivasyonu
• Alışveriş İlgilenimi

References

1. Ajzen, I., and Fishbein, M.. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice-Hall.
2. Arnold, M. J. & Reynolds, K. E. (2003). Hedonic Shopping Motivations. Journal of Retailing, 79, 77-95.
3. Basso, K., Duschitz, C.d.C., Giacomazzi, C.M., Sonego, M., Rossi, C.A.V. & Reck, D. (2019). Purchase Decision And Purchase Delay of Hedonic And Utilitarian Products in The Face of Time Pressure And Multiplicity of Options, Revista de Gestão 26(2), 112-125.
4. Baumeister, R.F. (2002). Yielding to temptatiton: Self-Control Failure, Impulsive Purchasing, And Consumer Behavior. Journal of Consumer Research. 28 (4), 670-676.
5. Bowes, B. (2002). The Effects of Emotion and Time to Shop on Shopping Behaviour in an International Airport Terminal. Paper presented at the Association of Consumer Research Conference, Columbus, Ohio.
6. Chung, Y.S., Wu, C.L. & Chiang, W.E. (2013). Air Passengers’shopping Motivation and Information Seeking Behaviour. Journal of Air Transport Management, Vol.27, March, pp.25-28.
7. Dawei, W. (2007). The Experimental Research on The Effect of Time Pressure in The Process of Making Decision. Doctoral dissertation, Shandong Normal University, Jinan.
8. Dhar, R., & Nowlis, S. M. (1999). The Effect of Time Pressure on Consumer Choice Deferral. Journal of Consumer Research, 25(4), 369-384. https://doi.org/10.1086/209545.

9. Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. New York, NY: Wiley.
10. Hu, B. & Yu, H. (2007). Segmentation By Craft Selection Criteria and Shopping Involvement. Tourism Management, 28, 1079–1092.
11. Jarvenpaa, S.L. & Todd, P.A. (1997). Consumer Reactions to Electronic Shopping on the World Wide Web. International Journal of Electronic Commerce, 1(2), 59-88.
12. Javed, S. A., & Javed, S. (2015). The Impact of Product’s Packaging Color on Customers’ Buying Preferences Under Time Pressure. Marketing and Branding Research, 2(1), 4–14.
13. Kim, H-S. (2006). Using Hedonic and Utilitarian Shopping Motivations to Profile Inner City Consumers. Journal of Shopping Center Research, 13(1), 57-79.
14. Kinley, T.R., Josiam, B.M. & Lockett, F. (2009). Shopping Behavior and The Involvement Construct. Journal of Fashion Marketing and Management, 14 (4), 562-575.
15. Lee, K.Y., Choi, Y.J. &Park, J.W. (2018). A Study on Effects of Time Pressure Perceived by Users of Airport Duty-free Shop on Impulsive Purchasing Behavior and repurchase Intention, International Business Research, 11(1), 59-65.
16. Lin, Y.-H. & Chen, C.-F. (2013). Passengers’ Shopping Motivations and Commercial Activities at Airports – The Moderating Effects of Time Pressure and Impulse Buying Tendency. Tourism Management, 36 (June), 426–434.
17. Michaelidou, N. & Dibb, S. (2006). Product Involvement: An Application in Clothing. Journal of Consumer Behaviour, 5, 442-453.
18. Olshavsky, Richard W. & Donald H. Granbois (1979).Consumer Decision Making-Fact or Fiction?. Journal of Consumer Research, 6 (September), 93-100.
19. Piron, F. (1991). Defining Impulse Purchasing. Advances in Consumer Research, 18, 509–514.
20. Rice, S., Keller, D., Trafimow, D., & Sandry, J. (2010). Retention of a Time Pressure Heuristic in a Target Identification Task. The Journal of General Psychology, 137(3), 239–255.
21. Rook, D.W. (1987). The Buying Impulse. Journal of Consumer Research, 189-199.
22. Rook, D. W., & Gardner, M. P. (1993). In the mood: Impulse Buying’s Affective Antecedents. Research in Consumer Behavior, 6, 1-28.
23. Rook, D.W. & Fisher, R.J. (1995). Normative Influences on Impulsive Buying Behaviour. Journal of Consumer Research , Vol. 22, December, 305-13.
24. Rothschild, M.L. (1984). Perspectives on Involvement: Current Problems and Future Directions, in NA - Advances in Consumer Research Volume 11, eds. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, 216-217.
25. Sharma, A. & Nanda, A. (2012). Impulse Buying at Airport Terminals: A case of Indian Consumers, Asian Journal of Management Research, 3 (1), 68-82.
26. Sohn, H.K. & Lee, T.J. (2017). Tourists’ Impulse Buying Behavior at Duty-Free Shops:The Moderating Effects of Time Pressure and Shopping Involvement, Journal of Travel & Tourism Marketing, 34(3), 341-356.
27. Solomon, M., Russell–Bennett, R. & Previte,J. (2012). Consumer Behaviour, Buying, Having, Being. Pearson Higher Education AU.
28. Tauber, E. M. (1972). Why Do People Shop? Journal of Marketing, 36(4), 46–49 http://dx.doi.org/10.2307/1250426.
29. To, P.L., Liao, C. & Lin, T.H. (2007). Shopping Motivations on Internet: A Study Based on Utilitarian and Hedonic Value. Technovation 27, 774–787.
30. Wenjie, D., Tingting, L. &Yonghong, Z. (2011). An Experimental Study on The Relationship Between Personality Traits, Time Stress and Impulsive Buying Behavior. Proceedings of Conference on Psychology and Social Harmony, April 10, 274-277.
31. Wu, C. (2010). Airline Operations and Delay Management-Insight from Airline Economics, Networks and Strategic Schedule Planning. Ashgate, Farnham.
32. Yükselen, C. (2017). Pazarlama Araştırmaları. Ankara: Detay Yayıncılık.
33. Zaichkowsky, J.L. (1985). Measuring the Involvement Construct, The Journal of Consumer Research, Vol.12, 341-352.
34. Zhao, Z., Du, X., Liang, F. & Zhu, X. (2019). Effect of Product Type and Time Pressure on Consumers’ Online Impulse Buying Intention, Journal of Contemporary Marketing Science, 2(2) pp. 137-154.