Borderless In-Flight Shopping

Retailing in international flights is a considerable growth area. This paper examines and discusses the shopping behavior of passengers in international flights. A telephone survey revealed that in-flight shoppers are older and earn more money than the average air passenger. The study also revealed that in-flight shoppers are more impulsive, more brand conscious, more price conscious, and less risk perceptive than non-shoppers. However, the in-flight shopper is no different from a non-shopper when it comes to convenience and variety-seeking. The in-flight shopper also has a positive attitude toward advertising. Implications for marketers are discussed.


Wen-Hsien Huang and Liang Kuai (2006) ,"Borderless In-Flight Shopping", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: .


Wen-Hsien Huang, National Central University, Taiwan
Liang Kuai, National Chao-Tung University, Taiwan


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

Share Proceeding

Featured papers

See More


I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media

Martin A. Pyle, Ryerson University

Read More


The Effect of Identity Conflict on Price Sensitivity

Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA

Read More


The Psychology of Fun: Inquiry into Consumers' Fun Experiences

Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.