earticle

영어

In this study, the purposes of the study were to identify the factors leading to impulse buying in duty free shop, and to examine the relationship between impulse buying and tourists’ shopping satisfaction. The conceptual model was established based on existing studies, and the measurement items were also composed of questions that establish reliability and validity in the previous study. the data gained from a total of 385 tourists who are planning to travel abroad were used for empirical analysis. The data collection was conducted for domestic travelers who had visited duty free shops in Korea, and the data were analyzed using a structural equation modeling analysis. The results of analysis found that visual merchandising, advertisement, and pricing all had positive effects on impulse buying. The finding also revealed that impulse buying influences tourists’ shopping satisfaction positively. Based on these analysis results, specific directions were presented to facilitate that overseas travelers. visit and purchase in domestic duty free shops.