Journal of the Korean Society for Aviation and Aeronautics (한국항공운항학회지)

The Korean Society for Aviation and Aeronautics (한국항공운항학회)
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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

  • 고동한 ((주)호텔 롯데 호텔식음료부) ;
  • 김근수 (세한대학교 항공교통물류학과) ;
  • 김용범 (한국교통대학교 항공서비스학과)
  • Received : 2019.02.13
  • Accepted : 2019.03.25
  • Published : 2019.03.31
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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

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Fig 1. Research model

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Fig 2. Path analysis of empirical research model

Table 1. Confirmatory factor analysis model fit

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Table 2. Path analysis model fit

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Table 3. Statistics of Path Analysis

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Table 4. Hypothesis test

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