Chinese Personal Luxury Goods Purchasing Behavior SEM Analysis for the Asia Pacific A irport Duty-Free Industry in the Post-Pand emic Era

Purpose: This study proposes Chinese tourists' purchasing behaviors with a duty-free personal luxury goods purchasing structural equation model and launches Asia-Pacific region duty-free industry strategies and suggestions. Design/methodology/approach: The questionnaire was designed to collect data from Chinese tourists in King Power, Lotte, and Dubai Duty-Free, with 495 answers in total. This study combined the theory of planned behavior to extend the model, and a knowledge management process was used to construct the methodology. Structural equation modelling was used to explore the relationships between various factors to test the hypotheses. Findings: The results of the study indicate that perceived behavioral control, product cognition, and personal psychology will affect purchase intention; product cognition will affect personal psychology, subjective norms, perceived behavioral control, purchasing intention, and perceived behavioral control will affect purchasing behavior; and that subjective norms have no correlation with purchase intention. Research limitations/implications: The limitation of this research is limited duty-free shop destinations with the qualitative analysis to explore the purchasing behavior of Chinese tourists, which can be explored in the further study. Originality/value: This paper provides academic originality and value by the developed planned behavior, the theory of knowledge management innovative application to analyze the issues related to personal luxury goods purchasing, thereby offering practical implications for duty-free industry employees and Asia travel retail industry policymakers.