The effect of shopping motivations on commercial activity: The moderating role of time pressure and impulse buying at airport

The purpose of this study was to investigate the effect of shopping motivations on choosing commercial activities of passengers with the moderate effects of time pressure and impulse buying at Ahvaz international airport. This research is applied in terms of purpose, correlation in terms of type and cross-sectional in terms of time. The statistical population of this study consisted of domestic flight passengers of Ahvaz airport, 385 people were selected by convenience sampling method. The questionnaire of this research has four variables: the Cronbach's alpha coefficient for the reliability of variables, shopping motivations, choosing of commercial activities, time pressure and the impulse buying were 0.923, 0.870, 0.835, and 0.917, respectively. SPSS and Smart-PLS software were used to analyze the data. The results of the study reveal that shopping motivation has positive and significant effect on business activity of passengers at the airport. And furthermore, time pressure moderates the relationship between shopping motivations and commercial activities. While impulse buying tendency do not moderate the relationship between shopping motivations and commercial activities. Finally, according to the research findings, practical suggestions were given.