The Impacts Of Duty Free Consumer Involvement On Purchase Intention And Purchase Behavior

In the period of rapid new economic development,the great wealth of material information makes the traditional seller market is difficult to adapt to the current changing consumer market,to meet the needs consumers has an important marketing means of winning the enterprise become of diverse.And different consumers for product acceptance is different,its purchase intention and purchase behavior are not the same.At present,the research on the degree of involvement of consumers is becoming more and more mature.However,there is still no relevant theoretical guidance for the study of consumers' willingness to purchase and purchasing behavior under different degree of involvement.The related in this needs to be further research field studied.In recent years,Thailand relies on beautiful tropical scenery and inexpensive products to attract a large number of tourists at home and abroad to come to sightseeing,shopping,so that Thailand quickly became a popular tourist destination in Southeast Asia.And duty-free shops with its low prices and a variety of product types not only attracted a large number of tourists come to buy,but also become the best destination for domestic consumers shopping.However,With the prosperity of international tourism,King King Duty Free market in Thailand is facing increasing competition in the market,the rise of a large number of foreign duty-free shops led to customers are no longer affected by a single price factor,how to develop customer demand in line with the marketing strategy is King Power country duty-free shops need to face important issues.Therefore,after reviewing the theoretical research results of the predecessors,this paper starts from the theory of consumer involvement,studies the relationship between the purchase intention and the purchase behavior,through the construction of consumer involvement,purchase intention and purchase behavior In this paper,seven research hypotheses are proposed,and the first-hand information is obtained through questionnaire.The descriptive statistical analysis,confirmatory factor analysis,reliability analysis and hypothesis test are carried out by using SPSS 18.0 and Smart PLS 2.0 software to further validate the model and hypothesis.Finally,based on the analysis results,the following conclusions can be drawn:the ad involvement has a significant positive impact on the purchase intention and the purchase behavior;the product involvement has a significant positive impact on the purchase intention and the purchase behavior;the emotion involvement has a significant positive The purchase intention has a significant positive impact on the buying behavior.And based on the above conclusions proposed to improve the visibility of King Power duty-free shops,enhance product involvement,through advertising cooperation and business promotion,enhance the emotional involvement of consumers and other recommendations.