Research On The Factors Influencing The Purchase Intention Of Airport Store Consumers

This study takes the airport store consumer as the research object.Based on the theory of consumer’s behavior and self-construction theory,the paper analyses the influence mechanism of consumer’s perception of commodity quality,online review and time pressure on the purchasing decision of airport consumers.Regression analysis method is used in the study which based on 211 effective samples.Then,some marketing measures are put forward for Airport Store.Specifically,the final results are: Firstly,The purchase intention of airport store consumer is affected by different factors.The results indicate: It appears to us that perception of commodity quality,online reviews and time pressure has a good impact in the purchase intention of airport store consumer;the first one is perception of commodity quality,the second online reviews and the last one is time pressure according to the degree of the influence caused by them.Secondly,consumer trust is a catalyst between purchase intention of airport store consumer and its influence factors.The study confirmed that consumer trust is the mediator between perception of commodity quality and purchase intention of consumer.Moreover,consumer trust fully mediates the relationship between online reviews and purchase intention of consumer,the same as time pressure.Thirdly,the level of interdependent self-construal plays an important role in customer up-buying.The study clearly confirms that the interdependent self-construal consumer was mostly caused by the time pressure to buy.On the basis of empirical research,the following countermeasures are proposed in this study: Firstly,the manager of airport store should stimulate the purchase intention of the consumers from multiple angles in different ways.Secondly,gain and maintain the trusting relationships with customers.Thirdly,pay more attention to interdependent self-construal customers and carrying out appropriate marketing strategies.