Cruise ship industry in Singapore – after COVID and beyond impulsive buying behaviour and influential factors in the cruise package industry

Abstract

This study aimed to examine the effects of impulsive buying of cruise customers through impulsive buying tendency. There is a difference between cruising before and after covid pandemic as people are finding ways to have holidays in a more safe and enjoyable way. There were some factors identified that have caused impulsive buying tendencies of cruise. The factors identified were motivation and promotion strategies that have led to outcomes of impulsive buying behaviour. The motivation factors identified include escapism, self-esteem & social recognition and bonding. The promotional strategies identified includes advertisement and sales promotion. Factor analysis was applied to identify seven constructs – Self-confidence, Connection, Pricing, Advertisement, Impulsive buying tendencies, Negative outcome and Positive Outcome. Factors were examined via two-tailed independent-samples T-tests to determine whether there was a significant difference between groups of gender and impulsive purchase of cruise package. ANOVA tests were conducted to find out whether there were significant differences in the respondent groups according to age, highest qualification, employment status, experiences before COVID and after COVID. Lastly, multiple regression model were used to test the relationship between factors of impulsive buying tendencies and the result. The study concluded in discussion and found that the factor of “Self-confidence” and “Pricing” respectively contributed most to the impulsive buying tendencies of cruise and this had led to negative outcome for the consumers. This paper also provided recommendations to cruising companies to find most suitable way to encourage customers to go on a cruise. The findings may have significant implication for researchers, consumers, practitioners in cruising industry.