An Examination of the Determinants of In‐Flight Duty‐Free Shopping: Hedonic and Utilitarian Motivations

This research note presents the findings of a study that empirically examined air passengers' in‐flight duty‐free shopping behaviors in the perspectives of utilitarian and hedonic motivations. On the basis of the primary data collected from 212 air passengers in Taiwan, empirical findings revealed that both utilitarian and hedonic motivations affect air passengers' intentions to browse in‐flight duty‐free shopping catalogues. Findings also showed that hedonic motivation does not directly influence air passengers' in‐flight purchase intentions. Instead, a higher utilitarian motivation can directly enhance passengers' in‐flight purchase intentions.