Online impulse buying and European passenger airlines : design practices and consumer responses

Abstract

As the European tourism and aviation sectors experience significant growth, the need to predict travel behaviours intensifies. This study investigated the influence of impulse buying website features in the online flight booking processes of European passenger airlines. Grounded in the Stimulus-Organism-Response model, the research suggests that the perception of risk-reducing and scarcity messaging evokes emotional responses that drive impulsive purchasing behaviour. A multi-method quantitative approach was adopted, comprising content analysis of 16 airline websites (eight full-service carriers, eight low-cost carriers) and randomised online survey data from 313 adults residing in Germany. Partial least squares structural equation modelling was used to analyse relationships between price perception, scarcity perception, emotional affect, and impulse buying tendency. Additionally, a multigroup analysis was conducted to assess variations in these relationships between full-service and low-cost carrier respondents. Results revealed that both carrier types predominantly presented risk-reducing features. However, low-cost carriers displayed more total and scarcity features. Low-cost airline respondents exhibited greater price and scarcity perceptions. Both, positive and negative affect mediated the link between scarcity perception and impulsiveness. Price perception exerted an indirect influence via positive affect. Thus, the impulse buying tendency of online flight bookers is partly driven by the perception of impulse buying website features. This research advances theoretical insights into impulsive behaviours in the travel and tourism industry and provides practical implications for airline marketers aiming to enhance impulsiveness through website design optimisation. Recommendations include deliberately integrating specific impulse-promoting website features to maximise impulsive bookings and revenue opportunities. This study serves as a foundation for future inquiry into impulse buying in aviation, suggesting the exploration of regional variations and consumer traits.