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A Study on the Factors affecting Passengers'Impulsive Decision Making Behavior in Food and Beverage Restaurant in Airports

공항 식음료 매장에서 공항이용객의 충동구매행동에 영향을 미치는 요인에 대한 연구

Ko, Dong-Han;Kim, Geun-Su;Kim, Yong-Bum
고동한;김근수;김용범

  • Received : 2019.02.13
  • Accepted : 2019.03.25
  • Published : 2019.03.31

Abstract

The purpose of this study is to investigate factors that affect menu navigation time and consumer trust in food and beverage(F&B) restaurants to analyze the menu's effect on impulse buying behavior. Based on the results of the analysis, this paper derives theoretical and practical implications to improve the growth and development of F&B restaurants located in airports. According to empirical analysis, it was proven menu browsing time has been found to strongly influence passengers' impulsive order behavior. A passenger with a strong "consumption ability" navigates the menu for a longer period, which increases the likelihood of impulsive purchases. Service appeal also has a significant influence on menu navigation time. Third-party certification did not appear to help build passenger confidence, thus yielding contradictory results compared to previous studies. Word of mouth had the strongest influence on trust formation. Finally, when passengers were satisfied with the menu items of F&B restaurants they had previously ordered, they tended to believe that the menu items they had not tried would also be good. In sum, impulsive menu orders have a direct impact on the profitability of F&B restaurants.

Keywords

Impulsive Purchasing;Incheon Int'l Airport;Food and Beverage Restaurant;Menu Browing Time;Trust

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