Journal of Japanese Management Vol.2, No.1, November 2017

ISSN 2189-9592

Duty-free shopping & expenditure behavior of Japanese
travelers

Akira Saito

Faculty of Humanities and Social Sciences, Jissen Women’s University, Tokyo, Japan
Japan Society of Industry and Economy
E-mail: saito-akira@jissen.ac.jp

Abstract:
This study examines the shopping behavior of Japanese tourists at international
airports, in particular, the correlation between attitudes toward shopping at airports andexpenditure behavior. Based on quantitative research, three dimensions—hedonic, utilitarian,and luxury are observed as consumer attitudes. Using these three dimensions, this study
undertakes multiple regression analysis of spending on the entire shopping and luxury brandproducts at airports, revealing correlations between, on one hand, the hedonic and luxury
dimensions, and on the other, overall spending on shopping, as well as between luxury
dimensions and expenditure on luxury brands. Since this study focusses on shopping behavior
among Japanese travelers visiting foreign countries, the findings can provide strategic
suggestions for international airport management that targets Japanese travelers in the
future.
Keywords
Airport shopping behavior, hedonic shopping behavior, luxury shopping behavior,expenditure behavior, duty free(1) Introduction
Shopping is considered the oldest andmost important element of tourism. For
many travelers, tourism is not complete
without spending some time at shops,
commercial areas, and local markets(Hudman and Hawkins, 1989; Keown, 1989).
Therefore, as Chung (2015) is
mentioned, the shopping behavior at the
airport, shopping behavior in the street andshopping malls are not necessarily the same,

to understand the shopping behavior at the
airport while traveling, extremely important
for the retail strategy. However, as noted byFreathy and O’Connell (1999) and Geuensa
et al. (2004), there are not enough studies on
travelers’ shopping behavior at airports.
Nevertheless, the travel retail sector of
the luxury brand market (Boston Consulting
Group (BCG), 2014) has been growing
rapidly and drawing attention—the market
size of the global luxury market in 2012 was

1Journal of Japanese Management Vol.2, No.1, November 2017

1.8 trillion dollars and between 2012 and2014, the market grew 13% per year on
average (Reuters, 2012). In terms ofpurchases made in luxury brand travel retail,if we take Louis Vuitton as an example, theamount of money Japanese travelers spend
overseas is said to account for more than 10%
of worldwide sales (Saito, 2008). Therefore, it
is quite plausible that the impact of Japanese
travelers who purchase luxury brandproducts overseas is behind the growth of thetravel retail sector of luxury brands.
Given this context, this study focuseson shopping behavior in the commercial
areas at international airport terminals,
which is a major travel retail distribution
channel.
In particular, the study aims to
explain the effect of Japanese travelers’attitudes toward shopping behavior induty-free shop areas at international airport
terminals (hereafter “duty-free shop area”) at
the time of traveling overseas on overall
shopping in the duty-free shop area as wellas the expenditure behavior in shopping for
luxury brand products.
In addition to academic contributions,
this
study
has
practical
business
implications for the further growth of luxury
brands under the travel retail sector and for
managing the commercial areas at airports
in the future (Graham, 2010). Currently,
airport management is faced with the need tofocus
oncommercial
facilities—or
non-aviation facilities—as much as aviation
facilities owing to such reasons as airport
privatization, pressure to reduce the aviation
system usage fee due to intensifiedcompetition, the introduction of regulations
on airport usage fees, and intensifiedcompetition between hub airports.
There are three major academic

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contributions of this study, as follows. First,
this study contributes to the limited researchon shopping behavior in airport commercial
areas. Second, this study contributes toresearch on the shopping behavior ofJapanese travelers; previous studies on the
shopping behavior of Japanese travelers
have been limited to particular travel
destinations. Third, this study proposes a
new construct, known as the luxury
dimension, as an attitude toward shopping
behavior in airport duty-free shop areas andexamines
its usefulness
throughaquantitative survey.
The rest of this paper is structured asfollows. First, in Section 2, to review previous
studies on travelers’ shopping behavior andconsumption experience as well as studies on
the construct of luxury brands. Section 3
provides an overview of a quantitative
survey conducted among Japanese people
who have traveled overseas and Section 4
develops hypotheses and the verification
procedure. Based on the survey results, inSection 5, to examine the correlation between
the attitude toward shopping behavior in
airport duty-free shopping areas whentraveling overseas and expenditure behavior
for overall shopping and for luxury brandproducts. Finally, to discuss implications forbusiness in Section 6, the conclusion.
(2) Literature review
1. Studies on travelers’ shopping behavior
Studies on the shopping behavior of
travelers can be divided into three major
categories: shopping behavior in thecommercial areas at airports (Crawford andMelewar, 2003; Geuensa et al., 2004),
shopping behavior during in-flight sales(Huang and Kuai, 2006; Doong et al., 2012),
and shopping behavior in travel destinations

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Journal of Japanese Management Vol.2, No.1, November 2017

(Lundberg, 1976; Hudman and Hawkins,
1989; Keown, 1989; Heung and Qu, 1998;
Freathy and O’Connell, 1999; Mak etal.,1999; Rosenbaum and Spears, 2005,
2006a, 2006b; Rosenbaum, 2007; Kim andAgrusa, 2008). This section reviews previous
studies on shopping behavior in thecommercial areas at airports and the
shopping behavior of Japanese people intravel destinations.
Geuensa et al. (2004) conducted aquantitative survey among Belgian travelers
on shopping behavior in airport commercial
areas and showed that there are two types of
shopping
motives—functional
shopping
motive related to airport facilities andexperiential shopping motive related toairport atmosphere—and classified shoppers
at airports into three types. Crawford andMelewar (2003) showed that there is
impulsive shopping behavior related tosituations of psychological stress andrelaxation during the departure process inthe commercial areas of international
airports, and discussed its importance andthe business implications thereof for airport
commercial areas.
Studies on shopping behavior in travel
destinations indicate that the shopping
behavior of Japanese travelers differs fromthat of Westerners and other Asians (Mak etal., 1999; Rosenbaum and Spears, 2005,
2006a,
2006b;
Rosenbaum,2007).
Rosenbaum and Spears (2005) revealed thatJapanese travelers’ per capita budget totravel to Hawaii was 1,416 US dollars while
North American travelers’ per capita budget
was 644 US dollars. Likewise, Kim andAgrusa(2008)
showedthattheentertainment and shopping expenditure ofJapanese people traveling to Hawaii doubled
compared to that of US travelers. In addition,

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Keown (1989) demonstrated that, in terms of
shopping, Japanese travelers spent 30% on
themselves, and 70% on others, of which 25%
was on family, 20% on friends, 15% on
co-workers, and 10% on others. Furthermore,
Rosenbaum(2007)
presented
thedemographic
differencesinJapanesetravelers’ shopping behavior, revealing thatJapanese women primarily purchase luxury
fashion items, such as bags, leather goods,
shoes, and clothing. He further showed thatthe majority of female Japanese travelers
purchase luxury brand products forthemselves while purchasing less expensive
brand products and local mementos assouvenirs for other people.
As mentioned in the introduction,
there is no previous study on shopping
behavior in the commercial areas atinternational airport terminals at the time oftravelingoverseasfocusingonthecharacteristics of Japanese travelers.
Therefore, this study focuses on the shopping
behavior of Japanese travelers in airport
duty-free shop areas at the time of travelingoverseas.
2. Studies on consumption experience
In contrast to consumer behavior
studies with an information-processing
approach that views consumers as taking
rational actions to optimally meet their goals
and objectives, since around 1980, there havebeen increasing discussions on consumer
behavior
studies
based
on
the
experiment-based or interpretation-based
approach, which is centered on hedonic
consumption studies premised on purchasedecisions accompanied by consumption
experience, such as usage and emotions, likejoy.
Holbrook and Hirschman (1982)

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Journal of Japanese Management Vol.2, No.1, November 2017

proposed the 3Fs (fantasy, feeling, and fun)in consumption experience and conducted a
consumer behavior study that emphasized
hedonic consumption and consumption
experience. Hedonic attitudes are based
more on affective gratification derived fromsensory attributes. Utilitarian attitude are
more instrumental and concerned with the
expectations of consequences, are based on
assessment of functional attributes, are moreconcerned with practical usefulness or
benefits. The premise that consumer
attitudes are inherently bidimensional is thebasis for the hedonic and utilitarianconceptualization used by Batra and Ahtola(1991). These two dimensions are related, yet
distinct.
Since then, studies have evolved on
attitude, shopping motives, and shopping
value to fulfil such a hedonic and utilitarian
nature for consumers and, along the way,
measurement scales have been developed(Batra and Ahtola, 1991; Babin et al., 1994;
Spangenberg et al.,1997; Arnold andReynolds, 2003; Voss et al., 2003).
Based on Babin et al. (1994), Arnold
and Reynolds (2003) considered only hedonic
motives behind shopping and categorized
them into six dimensions in an exploratory
manner. Inoue (2007) empirically comparedhedonic motives by retail format (e.g.,
shopping districts at train stations,convenience stores, supermarkets, anddepartment stores) and explored thecorrelation by using the dimensions ofhedonic motives behind shopping in eachtype of retailer as explanatory variables withexpenditure behavior as the dependent
variable.
Meanwhile, as items in a consumer
attitude measurement scale, Spangenberg etal. (1997) presented 24 items, including 12

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for hedonic value and 12 for utilitarian value.
Subsequently, Voss et al. (2003) aggregated
the scale items by Spangenberg et al. (1997),
presented 10 items consisting of 5 items forhedonic scale and 5 items for utilitarian scale,and examined their validity.
In this study, we expand thediscussion by using Spangenberg et al. (1997)
and Voss et al. (2003) as previous studies inthisfield,
adopting
theirattitudemeasurement scale and referring to theresearch framework of Babin et al. (1994),
Arnold and Reynolds (2003), and Inoue(2007).
3. Construct studies on luxury brands
There is no consistent and clear
definition in academia of the term “luxury
brand” (Vickers and Renand, 2003). Phauand Prendergast (2000) defined a luxury
brand as that which has exclusivity andestablished identity along with namerecognition, quality, and strong customer
loyalty. Dubois et al. (2001) regarded luxury
brand items as that which is more thannecessary,beautifulandexpensive
extravagant
goods
with
historicalbackground and uniqueness. Jackson and
Haid (2002) defined a luxury brand as a
status symbol or subject for longing, andsomething that people believe provides
perceived status when owned, making themwant to purchase it even at a premium to thefunctional utility value of the product itself.
Doyle and Stern (2006) and Sicard (2006)
positioned luxury brands as the ultimate
version of product lines under all generalcriteria, such as rarity, high price,functionality, creativity, attention to detail,trend, quality, and imagination.
In this study, we explain the attitude
toward shopping behavior in airport

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Journal of Japanese Management Vol.2, No.1, November 2017

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duty-free shopping areas by referring to(3) Survey overview
previous studies in this field and adding the
1. Objective of the survey
sense of high quality (High), sense of
we examine the correlation between the
exclusivity (Exclusivity), sense of luxury
attitude toward shopping behavior in airport(Luxury), latest trend (Latest trends), statusduty-free shop areas at the time of traveling(Status), sense of superiority (Superiority)
abroad and the amount of money spent on
and extraordinariness (Unusual) to the
shopping (overall) as well as the amount of
attitude measurement scale items bymoney spent on purchasing luxury brandSpangenberg et al. (1997) and Voss et al.
products compared to street-front stores and(2003).
Table 1. Luxury brands included in the survey (37 Brands)
ArmaniYves Saint-Laurent
Valentino
Van Cleef & Arpels
Etro
Emanuel Ungaro
Emilio Pucci
Hermès
Cartier
Gucci
Christian Louboutin
Chloé
Salvatore Ferragamo
Givenchy
ChanelChopard
Giorgio Armani
Jil Sander
Stella McCartney

CélineChristian Dior
Tiffany & Co.
Tod’s
Tom Ford
Dolce & Gabbana
Burberry
Bally
Harry Winston
Hugo Boss
FENDI
Prada
Bvlgari
Bottega Veneta
MissoniMonclerLouis Vuitton
Loewedepartment stores.
The luxury brands included in thissurvey are the 37 brands1 shown in Table 1.

They are designated in four categories,
namely, “clothing and accessories,” “jewelry
andwatches,”“leather
products,”
and“cosmetics and perfumes,” based on the
categorization by Okonkwo (2009)

The 37 brands included are thosementioned at the time of a preliminary
survey, which was conducted for the purposeof extracting respondents for this study, andare luxury brands respondents purchased ina duty-free shop area at an international
airport. The response results are as shown inAppendix Table 1.
1

2. Overview of the survey method
The survey took place in the field from
June 5–9, 2014. It was conducted by themethod of two-phase online survey. As apreliminary survey, individuals who had

5Journal of Japanese Management Vol.2, No.1, November 2017

boarded an international flight 2 andpurchased a luxury brand product in an
airport duty-free shop area in the past 3
years were extracted from a sample of 6,925
consumer panel members registered at thesurvey company. Ultimately, 442 samples
were obtained as survey subjects after
excluding the samples that answered thesame answer to all the questions or the
samples with extremely short response time.
The sample configuration is as follows: male
= 57.7%, female = 42.3%; those in their teens= 0.2%, 20s = 8.4%, 30s = 19.7%, 40s = 25.3%,
50s = 23.3%, 60s or older = 23.1%; reason for
travel being business = 18%, sightseeing =77%, and private = 5% (e.g., visiting relatives
and acquaintances).
From these samples, we used a 7-point
measurement scale to obtain responses toquestions on attitude toward shopping
behavior in airport duty-free shop areas,
shopping expenditure in the same areas, andshopping expenditure on luxury brandproducts.

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Hypothesis 1: The hedonic nature of
the attitude toward shopping behavior in
airport duty-free shop areas has a positiveeffect on overall shopping expenditure
behavior in airport duty-free shop areas.
Consumers tend to prefer brands thatare akin to their own self-concept and thesame can be said about the attitude toward
shopping behavior, which is part of own
self-concept. Therefore, based on studies ofthe luxury brand construct (Phau andPrendergast, 2000; Dubois et al., 2001;
Jackson and Haid, 2002; Vickers and Renand,
2003; Doyle and Stern, 2006; Sicard, 2006), I
assume there is a correlation between luxury
and shopping expenditure and establish thefollowing two hypotheses.
Hypothesis 2: The luxury nature of theattitude toward shopping behavior in airport
duty-free shop areas has a positive effect on
the overall shopping expenditure behavior in
airport duty-free shop areas.
Hypothesis 3: The luxury nature of theattitude toward shopping behavior in airport
duty-free shop areas has a positive effect on
expenditure behavior for luxury brandproducts in airport duty-free shop areas.
I create models to test the hypotheses,
as shown in Figure 1. Test Model A is used totest Hypotheses 1 and 2 and Test Model B isused to test Hypothesis 3.

(4) Hypotheses and verification procedure
1. Establishing hypotheses
Next, considering the analyses ofprevious studies, we propose survey
hypotheses. It seems that a correlation
between hedonic motives behind shoppingand shopping expenditure, as shown by
Inoue (2007) based on Arnold and Reynolds(2003) and Babin et al. (1994), has a similareffect on shopping expenditure behavior in
the commercial areas at international
airports’ international terminals. Therefore, Iestablish the following hypothesis.

2. Procedure to test hypotheses
As a preparation for testing thesehypotheses, I first take into account previous
studies on the construct of luxury brands
based on Voss et al. (2003). Then, we specify
items to measure attitude toward shopping
behavior in airport duty-free shop areas (atotal of 21 items, including 7 items each forthe hedonic nature and utilitarian nature
based on Spangenberg et al. (1997) and Voss

The routes used by the respondents of thisstudy are as shown in Appendix Table 2.
Note that when there is more than one route,the response is based on the last route used.
2

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Journal of Japanese Management Vol.2, No.1, November 2017

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Figure 1. Models to test the hypotheses
Source: Compiled by author.
et al. (2003) and 7 items related to the luxury
nature newly presented in this study).
Next, we conduct a quantitative
survey by using a 7-point scale in which 1 =“Not at all applicable,” 2 = “Not applicable,” 3= “Somewhat not applicable,” 4 = “Neither,” 5= “Somewhat applicable,” 6 = “Applicable,”and 7 = “Quite applicable.” Then, we perform
an exploratory factor analysis on the survey
results.
Thereafter, in order to use theextracted factors as explanatory variables
and examine their correlation with shopping
expenditure behavior, we take two types of
shopping expenditure behavior in airport
duty-free shop areas as dependent variables
and conduct multiple regression analysis toexplain each correlation. The two types of
shopping expenditure behavior are from
responses obtained on the 7-point scale for(1) overall shopping expenditure behavior,that is, “the amount of money spent on
shopping in airport duty-free shop areas(after going through the departure or arrival
process) is higher than usual shopping at the
tourist destination.,” and (2) the shopping

expenditure on luxury brand products, thatis, “the amount of money spent onpurchasing luxury brand products per
shopping trip is higher in airport duty-free
shop areas (after going through thedeparture or arrival process) than at a
department store or street-front store of the
tourist destination.”.
(5) Analysis results
1. Factor analysis on attitude toward
shopping behavior in airport duty-freeFirst, we performed a factor analysis
with promax rotation by using the maximum
likelihood method to extract factors from the
7-point scale responses to the 21 items on theattitude toward shopping behavior in the
airport duty-free-shop area, which yielded
the pattern matrix shown in Table 2. Afterexcluding two items3with insufficient factor
loading, we ultimately extracted a 19-item 3-“Amusing” (0.179) and “Unusual” (0.393)
were excluded as items with insufficient
factor loading.
3

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Table 2. Factor analysis on the attitude toward shopping behavior in the airport duty-free shop
area
Variable
UsefulPractical
Necessary
Functional
HelpfulEfficient
Effective
Exciting
Delightful
FunThrilling
Enjoyable
CheerfulHigh
Exclusivity
LuxuryLatest trends
StatusSuperiority
Factor 1 (Utilitarian)
Factor 2 (Luxury)
Factor 3 (Hedonic)
Cronbach’s α coefficient
Contribution (%)
Cumulative contribution (%)

Factor 1(Utilitarian)
0.71900.77520.73800.83670.88330.75910.6685-0.01820.17890.19810.07870.12450.0221-0.0101-0.0168-0.02480.26890.0482-0.0229
Factor Correlation－
0.52190.6162
Internal Consistency
0.9306
Contribution
52.65
52.65

factor structure4, as shown in Table 2 basedontheinterpretabilityofdecaying
eigenvalues (11.4070, 2.2054, 1.2754, 0.9932,
0.5435, 0.4823, etc.) and factors.
The first factor, which is composed ofseven items related to utilitarian nature, wasFactor 2(Luxury)0.0205-0.0959
0.00400.1398-0.0072
0.01050.10970.20650.1241
0.0966
0.26600.04270.1777
0.6661
0.78380.83000.64870.91260.8082

Factor 3(Hedonic)
0.05280.08200.0755-0.1260
0.02180.08040.15060.70690.67810.61960.45400.72710.70830.26450.18290.1399-0.0181-0.07020.01480.5219－0.64790.61620.6479－0.94120.9078

8.99
61.64

3.46
65.10

named the “utilitarian factor.” The second
factor, composed of six items related to thesense of luxury and superiority, was named
the “luxury factor.” The third factor,
composed of six items related to the hedonic
nature, was named the “hedonic factor.”
Cronbach’s α coefficient was calculated
for each factor based on the results of theabove factor analysis to examine internal

The correlation matrix for the items(variables) is as shown in Appendix Table 5.
48

Journal of Japanese Management Vol.2, No.1, November 2017consistency; each factor turned out to be
sufficient, as follows: the first factor’s α =0.9306, the second factor’s 0.9412, and thethird factor’s α = 0.9078.

ISSN 2189-9592

behavior in the airport duty-free shop area
as explanatory variables and performed a
multiple regression analysis. The results
are shown in Table 3 below. The second
factor, Luxury Nature (partial regression
coefficient = 0.305, p < 0.01), and the third
factor, Hedonic Nature (partial regression
coefficient = 0.221, p < 0.05), turned out tobe significant (degree of freedom-adjusted
coefficient of determination = 0.415).
Based on these results, we verified
that shopping expenditure behavior in
airport duty-free shop areas and attitude
toward shopping behavior in airport
duty-free shop areas have a significant
correlation with both the hedonic factor
and the luxury factor.

2. Multiple regression analysis using
shopping
expenditureinairportduty-free as the dependent variable(Hypotheses 1 and 2)
The dependent variable is shopping
expenditure behavior in the airport
duty-free shop area, which is based on the
results of the responses to the question ofwhether the amount of money spent on
shopping in the airport duty-free shop area
is higher than usual shopping. We took
three factors extracted from the factor
analysis on the attitude toward shopping

Table 3. Multiple regression analysis using shopping expenditure in the airport duty-free shop
area as the dependent variable (n = 442)
Partial Regression
Coefficient
Factor 1 (Utilitarian )0.1310
Factor 2 (Luxury )0.3055
Factor 3 (Hedonic )0.2211
Constant term
4.6222
Note: Adjusted R: 0.415; *ｐ<0.05 ** ｐ<0.01)
Variable

The analysis results on thiscorrelation are as shown in Figure 2. The
partial regression coefficient for the paththat goes from Hedonic Nature to theoverall amount of money spent on shoppingin airport duty-free shop areas was 0.221
and statistically significant at the 5% levelin Test Model A. Likewise, the partial
regression coefficient for the path that goesfrom Luxury Nature to the overall amountof money spent on shopping in airport
duty-free shop areas was 0.305 andstatistically significant at the 1% level.

Standard
Error
0.08150.08550.0976
0.0577

P-ValueSignificance0.10880.00040.02400.0000*****

Therefore, Hypotheses 1 and 2 were
empirically supported.
3. Multiple regression analysis using
shopping expenditure on luxury brandproducts in airport duty-free as thedependent variable (Hypotheses 3)
Next, we used as the dependent
variable expenditure behavior on shopping
for luxury brand products in airport
duty-free shop areas, which is based on the
results of the responses to the question ofwhether the amount of money spent on
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Figure 2. Analysis results on Test Model A
Source: Compiled by author.
purchasing luxury brand products per
shopping trip is higher in the airport
duty-free shop than when purchasing themat a department store or street-front store.
Then, we performed a multiple regression
analysis with three factors extracted fromthe factor analysis on the attitude toward
shopping behavior in airport duty-free shop
areas as explanatory variables.
The results are shown in Table 4
below. Only the second factor, Luxury
Nature (partial regression coefficient =0.298, p < 0.01), turned out to be significant(degree of freedom-adjusted coefficient ofdetermination = 0.286). Based on theseresults, we verified there is a significant
correlation between expenditure behavior
in shopping for luxury brand products in
airport duty-free shop areas and the luxury
nature in the attitude toward shopping
behavior in airport duty-free shop areas.
The analysis results on this correlation are
shown in Figure 3.
The partial regression coefficient forthe path that goes from Luxury Nature to
the amount of money spent on shopping for
luxury brand products in airport duty-free
shop areas was 0.298 and statisticallysignificant at the 1% level in Test Model B.
Therefore, Hypothesis 3 was empirically10

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Table 4. Multiple regression analysis using shopping expenditure on luxury brand products inthe airport duty-free shop area as the dependent variable (n = 442)
Variable

Partial Regression
Coefficient

Factor 1
0.1525(Utilitarian)
Factor 2 (Luxury)
0.2983
Factor 3 (Hedonic)
0.0316
Constant term
4.3009Note: Adjusted R: 0.286; ** ｐ<0.01)

Standard
Error

P-Value

0.0901

0.0912

0.09450.10790.06370.00170.76970.0000Figure 3. Analysis results on Test Model B
Source: Compiled by author.
supported.

(6) Conclusion
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Significance****Journal of Japanese Management Vol.2, No.1, November 2017

This study examined the correlation
between Japanese travelers’ attitudes
toward shopping behavior in airport
duty-free shop areas—the commercial
areas of international airports—at the timeof traveling overseas and overall shopping
behavior in airport duty-free shop areas, aswell as expenditure behavior for luxury
brand shopping.
We were able to achieve the objectiveof the study and confirmed that thehedonic nature and luxury nature in
attitudes toward shopping in airport
duty-free shop areas have positive effects
on overall expenditure behavior in theseareas (Hypotheses 1 and 2); we also
confirmed that the luxury nature in
attitudes toward shopping in airport
duty-free shop areas has a positive effecton expenditure behavior for luxury brandshopping (Hypothesis 3).
Next, we discuss the implications ofthese academic contributions from abusiness perspective. Based on theanalysis results observed in this study, we
present the business implications from two
perspectives.
First, this study confirmed the effectof the luxury nature, composed of the senseof high quality, exclusivity, status, andsuperiority, on the overall amount of money
spent on shopping in airport duty-free shop
areas. From this, I was able to demonstratethat as airport management is faced with
the need to focus on commercial facilities,
or non-aviation facilities, under anincreasingly
difficultcompetitiveenvironment, it would be effective tostrengthen travelers’ attitudes in relation
to the luxury nature of airport commercial
areas.
Second, the study confirmed that

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commercial areas at international airport
terminals
areeffective
distribution
channels for luxury brand companies. This
result suggests it would be effective forluxury brand companies (Nagasawa andFukunaga, 2012) whose distribution
policies are limited to stores, such as
corporate stores and department stores
where it is traditionally easy to manage
brand image, to utilize commercial areas atinternational airport terminals as well.
Finally, we briefly describe thelimitations and challenges of this study.
First, the discussion is based on the resultsof a survey among Japanese travelers. As
shown in previous studies, the shopping
behavior of Japanese travelers differs fromthat of western and other Asian travelers.
Therefore, it is probably necessary toundertake an international comparison
with western and Asian travelers before
generalizing the results. In addition to theabove, also with respect to considerationsof gender and age, these are left for the
future research.
Second, it is necessary to consider
the effect of variables, such as
international routes and use of discountairlines (i.e., low-cost carriers) on therelationship between variables reviewed inthis study, including the utilitarian,hedonic, and luxury dimensions, and theprice variable for duty-free purchases,
differences by the airport being used as apurchase location, as well as the impact of
duty-free shops in a city. We leave these as
future research tasks.
Third, in this study, the subjects are
only samples who purchased a luxury
brand product in an international airport
duty-free shop area. Therefore, the subjects
who have not bought the luxury brand

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Journal of Japanese Management Vol.2, No.1, November 2017

products at an international airport
duty-free shop area but bought them atstreet-front stores or department stores are
excluded This leads to some bias. In thisregard, it must be considered as alimitation of this study.
Fourth, this study examined therelationship with perceived expenditure.
So verification has not been performed
with respect to the relationship with theactual spending, it will be researchchallenges of the future.
Furthermore, since this study islimited to the shopping behavior ofJapanese travelers in duty-free shop areasat international airport terminals whentraveling, another limitation is that thisstudy does not consider the relationship ofshopping in duty-free shop areas atinternational airport terminals in Japan,such as those at Haneda, Narita, Kansai,
and Chubu, to the attitude that foreigners
visiting Japan have toward shopping. We
believe that discussing the relationshipbetween attitude toward shopping at
international airport terminals in Japanand shopping behavior among foreigners
visiting Japan would provide suggestions
about the source of competitive advantage
forJapan’sinternational
airportmanagement in the future.
At the end, with respect to statisticalanalysis, there is a limitation to this study.
In this study, first, exploratory factor
analysis (EFA) was performed, after which,multipleregression
analysiswasperformed. As the results of EFA, factor
correlations are high as shown in Table 2.
From these perspectives, it may beappropriate to SEM is performed. Suchstatistical analysis limits are also
challenges left in the future.

ISSN 2189-9592

Acknowledgments
The author would like to express thesincere thanks to the anonymous reviewers
for careful reading and helpful comments,
in addition, express the gratitude for thevarious academic supports to thepresidents of Japan Society of Industry andEconomy as well as to the directors.
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Appendix
Appendix Table 1. Brands Purchased in the Airport Duty-Free Shop Area (n = 442, MA)
Brand names
ArmaniYves Saint-Laurent
Valentino
Van Cleef & Arpels
Etro
Emanuel Ungaro
Emilio Pucci
Hermès
Cartier
Gucci
Christian Louboutin
Chloé
Salvatore
Ferragamo
Givenchy
ChanelChopard
Giorgio Armani
Jil Sander
Stella McCartney

Count
33
54
23
10
18
8
9
85
41
78
5
24
29

%
7.5
12.2
5.2
2.3
4.1
1.8
2.0
19.2
9.3
17.6
1.1
5.4
6.6

Brand names
CélineChristian Dior
Tiffany & Co.
Tod’s
Tom Ford
Dolce & Gabbana
Burberry
Bally
Harry Winston
Hugo Boss
FENDI
Prada
Bvlgari

Count
32
99
39
14
5
19
65
21
3
14
25
47
55

%
7.2
22.4
8.8
3.2
1.1
4.3
14.7
4.8
0.7
3.2
5.7
10.6
12.4

25
129
8
11
7
5

5.7
29.2
1.8
2.5
1.6
1.1

Bottega Veneta
MissoniMonclerLouis Vuitton
Loewe

9
5
7
65
23

2.0
1.1
1.6
14.7
5.2

Appendix Table 2. Routes Used (n = 442, SA)
Count

%

1

Asia

220

49.8

2

Middle East

5

1.1

3

Russia0

0.0

4Europe

95

21.5

5

Africa3

0.7

6North America

74

16.7

7

South America

9

2.0

8

Other Region

36

8.1

16

Journal of Japanese Management Vol.2, No.1, November 2017

ISSN 2189-9592

Appendix Table 3. Simple Tabulation (n = 442)
When youconsidershopping in the
airport duty-free
Questionshop area,
please choose
one of thefollowing items.

1

Useful2

Practical

3

Necessary

4

Functional5

Helpful6

Efficient

7

Effective

8

Exciting

9

Delightful

10

Fun

11

Thrilling

12

Enjoyable

13

Amusing

14

Cheerful

15

High

16

exclusivity

17

Luxury18

Latest trends

19

Status20

superiority

21

unusualQuestionA

Question

B

Over all

Not at all
Notapplicable applicable

Somewhat
notapplicable

Neither

Somewhat
Quite
Applicableapplicable
Applicable

%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count
%
count

100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442
100
442

0.7
3
0.7
3
1.1
5
0.9
4
0.7
3
0.7
3
0.9
4
1.8
8
0.7
3
0.7
3
4.1
18
0.5
2
6.1
27
1.6
7
0.5
2
1.1
5
0.9
4
0.9
4
2
9
2.9
13
1.8
8

2.5
11
2.5
11
2.9
13
1.1
5
2.3
10
2.5
11
2.3
10
4.8
21
2.5
11
3.2
14
6.6
29
2.7
12
11.1
49
3.8
17
3.2
14
3.4
15
2.9
13
3.6
16
4.3
19
5.2
23
2.9
13

3.8
17
8.1
36
9
40
9
40
4.1
18
5
22
7.7
34
11.8
52
7
31
8.8
39
20.1
89
7.5
33
19.7
87
10.4
46
7.5
33
9.3
41
8.8
39
8.8
39
9.3
41
9.5
42
6.3
28

19.7
87
37.6
166
30.3
134
42.8
189
31.2
138
35.1
155
41.9
185
35.7
158
35.1
155
35.5
157
46.4
205
25.1
111
46.6
206
33.3
147
28.5
126
32.6
144
31.4
139
39.1
173
41.2
182
48
212
29.6
131

42.5
188
33.9
150
31.9
141
30.3
134
40.3
178
33.5
148
29
128
26.5
117
33.9
150
31.7
140
14.9
66
38.9
172
10.4
46
30.8
136
33.7
149
30.1
133
32.4
143
30.3
134
25.3
112
18.8
83
34.4
152

26.2
116
15.4
68
18.1
80
12.9
57
17.4
77
19.5
86
15.2
67
15.6
69
16.7
74
17
75
6.3
28
19.2
85
4.8
21
14.9
66
21.5
95
17.2
76
19
84
14
62
14.3
63
12
53
17.6
78

4.5
20
1.8
8
6.6
29
2.9
13
4.1
18
3.8
17
3.2
14
3.8
17
4.1
18
3.2
14
1.6
7
6.1
27
1.4
6
5.2
23
5.2
23
6.3
28
4.5
20
3.2
14
3.6
16
3.6
16
7.2
32

%

100

1.6

7

9.5

21.7

36.4

17.2

6.6

count

442

7

31

42

96

161

76

29

%

100

3.2

9.7

11.8

28.1

27.4

16.3

3.6

count

442

14

43

52

124

121

72

16

Question A: The amount of money spent in the airport duty-free shop area is higher than that spent inusual shopping at the tourist destination.
Question B: In terms of purchasing luxury brand products, the amount of money spent per shopping trip
is higher when purchasing in the airport duty-free shop area than when purchasing at a department
store or street-front store of the tourist destination.

17

Journal of Japanese Management Vol.2, No.1, November 2017

ISSN 2189-9592

Appendix Table 4. Descriptive Statistics (n = 442)
When you consider
shopping in the
airport duty-free
Question shop area, pleasechoose one of thefollowing items.

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21

UsefulPractical
Necessary
Functional
HelpfulEfficient
Effective
Exciting
Delightful
FunThrilling
Enjoyable
Amusing
CheerfulHigh
Exclusivity
LuxuryLatest trends
StatusSuperiority
UnusualQuestion A
Question B

Measurement
Scale

1 = Not at all applicable, 2 = Not applicable, 3 = Somewhat notapplicable, 4 = Neither, 5 = Somewhat applicable, 6 = Applicable,
7 = Quite applicable(7-point scale)n
Mean
Unbiased variance Standard Deviation
442
4.977
1.129
1.062
442
4.55
1.06
1.03
442
4.695
1.464
1.21
442
4.509
1.044
1.022
442
4.767
1.073
1.036
442
4.719
1.155
1.075
442
4.538
1.143
1.069
442
4.425
1.528
1.236
442
4.656
1.179
1.086
442
4.579
1.224
1.106
442
3.869
1.361
1.167
442
4.814
1.272
1.128
442
3.638
1.479
1.216
442
4.534
1.492
1.221
442
4.771
1.315
1.147
442
4.64
1.483
1.218
442
4.665
1.339
1.157
442
4.491
1.226
1.107
442
4.407
1.435
1.198
442
4.249
1.503
1.226
442
4.738
1.505
1.227
Measurement of the dependent variables
442
4.622
1.778
1.333
442
4.301
1.957
1.399

Minimum Maximum
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
7
1
1

7
7

Question A: The amount of money spent in the airport duty-free shop area is higher than that spent inusual shopping at the tourist destination.
Question B: In terms of purchasing luxury brand products, the amount of money spent per shopping trip
is higher when purchasing in the airport duty-free shop area than when purchasing at a department
store or street-front store of the tourist destination.

18

Journal of Japanese Management Vol.2, No.1, November 2017

ISSN 2189-9592(Received: July 25, 2017)(Accepted: October 17, 2017)19