Airport retail has undergone significant change in the last decade. Today, many airports provide a broad selection of product varieties and an augmented shopping experience. In this study we focus on sequential purchasing which remains an unexplored topic in airport retail. Grounded in shopping momentum, we use real-world purchase data from 279,000 passenger boarding cards to test a conceptual model that examines relationships between first purchase expenditure, walking distances, time available for sequential shopping, crowding, payment type, product involvement, promotions and product type on sequential purchasing in three terminals at Dubai International Airport. Findings offer a significant theoretical contribution to the travel retail and sequential purchasing literature and have important practical implications for airport retail practitioners.

机场零售在过去十年中发生了重大变化。今天，许多机场提供了广泛的产品种类和增强的购物体验。在这项研究中，我们专注于顺序购买，这在机场零售中仍然是一个未开发的话题。基于购物势头，我们使用来自 279,000 张乘客登机卡的真实购买数据来测试一个概念模型，该模型检查首次购买支出、步行距离、可用于连续购物的时间、拥挤、支付类型、产品参与度、促销和产品之间的关系。在迪拜国际机场的三个航站楼按顺序购买。