An Investigation of the Effect of Sales Promotion of the Duty-Free Shop at Incheon International Airport on the Behavioural Intentions of Customers
Posted: 16 Nov 2012
Date Written: November 15, 2012
Currently, airports worldwide are making efforts to generate profits in the aspect of commercial viability. They make profit through non-aeronautical revenue, rather than aeronautical revenue. Therefore, the importance of airport duty-free shops is growing. This implies that the importance of airport duty-free shops and the necessity for greater growth has also emerged.
This paper seeks to investigate the effects of sales promotions of airport duty-free shops by testing a conceptual model that considers price, coupon, free gift, point, satisfaction, value, image, and behavioural intentions simultaneously. For this testing, structural equation modeling was applied to data collected from duty-free shop customers at Incheon International Airport in 2011. It was found that there were significant relationships between the variables, except in three paths. Price and coupon were found as significant drivers of satisfaction, which was directly related to value, image, and behavioural intentions. The identified sales promotion factors that influence duty-free shop customers’ behavioural intentions are potentially useful for analyzing the possible trends and changes in duty-free shop customers’ buying behaviour in the future, and suggesting industrial guidelines for improving the operation of airport duty-free shops.
Keywords: Duty-free Shop, Sales Promotion, Behavioral Intentions
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