Environmental, social and personal factors influencing impulse buying behaviour among tourists patronizing premium outlets in Malaysia
Shopping tourism in Malaysia is the major contributor to the national economy. As a matter of fact, in 2018, it contributed approximately RM28.20 million to the country economy. The establishment of premium outlets in Malaysia is one of the government initiatives to increase tourism revenue. H...
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| Format: | Thesis |
| Language: | English |
| Published: |
2020
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/99205/1/SPE%202020%2041%20IR.pdf |
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| Summary: | Shopping tourism in Malaysia is the major contributor to the national economy. As a
matter of fact, in 2018, it contributed approximately RM28.20 million to the country
economy. The establishment of premium outlets in Malaysia is one of the government
initiatives to increase tourism revenue. However, this study found out that tourist did
not feel satisfied with the store environment, price, discount, and the availability of
variety offered by these premium outlets. Moreover, tourist expenditure on shopping
in Malaysia has remained low, as compared to Seoul and London. Therefore, focusing
on increasing the shopping expenditure among tourists, this study suggested impulse
buying as one of the strategies to induce tourists to shop and subsequently, increase
the tourism revenue. In particular, a conceptual framework that incorporated
environmental, social, and personal factors, excitement, impulsiveness, and impulse
buying behaviour at the premium outlets in Malaysia was proposed. The data
collection was conducted at five premium outlets in Malaysia, namely Johor Premium
Outlet (JPO), Mitsui Outlet Park (MOP), Freeport A’Famosa Outlet, Design Village
Outlet (DVO), and Genting Premium Outlet (GPO). The sample population consisted
of 440 local and international tourists who shopped and purchased at these outlets.
Since there was no available list of local and international tourists at these outlets,
purposive and quota sampling techniques were applied in this study. The international
tourists were selected based on the Tourism Malaysia report on the top five countries
with the biggest spenders in Malaysia. Then, the respondents were divided accordingly
to the year of operation of these premium outlets. This study expanded the model of
Floh and Madlberger (2013) through the incorporation of social and personal factors
and replacement of shopping enjoyment with excitement to understand tourists’
impulse buying behaviour at the premium outlets in Malaysia. PLS-SEM was used to
examine the relationship of these constructs (seven hypotheses). The results revealed
environmental factors (i.e. sales promotion and variety of selection) as important
elements that induce tourists to make a purchase impulsively. Interestingly, this study also confirmed the significant influence of self-concept on impulse buying behaviour.
In other words, tourists are induced to make a purchase impulsively without being
influenced by environmental or social factors. Additionally, this study demonstrated
the full mediation effect of impulsiveness on the relationship between excitement and
impulse buying behaviour. Moreover, this study provided valuable insights and
understanding on the key factors that drive tourists to purchase impulsively. The
retailers should provide a comfortable environment with attractive sales promotion
and a variety of selection that would arouse tourists’ excitement and subsequently,
lead them to purchase on impulse. Besides that, a variety of products or brands at these
premium outlets would allow tourists to make a selection to express their identity and
better-self. As for the policymakers, good quality of shopping place would help the
industry to maintain the current shopping malls and minimise issues of low occupancy
rate in the industry. This study was expected to assist policymakers in generating audit
criteria to direct the best practices in these premium outlets in Malaysia. However,
there are several limitations of this study that are worth mentioning. Firstly, the subject
of the study was limited to premium outlet only. Additionally, this study carried out
only the quantitative research method and no comparisons were made between
international and local tourists in terms of their impulse buying behaviour. The data
collection process was likewise conducted within a short period of time and involved
a few nationalities. |
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