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Abstract
This study investigates the motivations of shoppers at Taiwan's Taoyuan International Airport. From a sample of over 500 individuals, we find that motivations are similar to in-store shoppers elsewhere, with travel and airport motivations being a special factor depending on the airport shopping environment and local shopping cultures. While decision convenience is the main factor concerning air passengers' information seeking in a terminal, other factors such as free time before boarding, involvement, and group travelling exercise differential effects on the information seeking behaviour of air passenger groups. This result suggests the heterogeneous information seeking behaviour patterns and implies the importance of using various strategies in providing airport retail information.
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