Tourism shopping behavior from the perspectives of planned and impulsive consumption behaviors: the case study of Dataran Pahlawan Melaka Megamall / Nur Ain Salleh, Nur Aishah Idris and Nurazira Zulkapli

Shopping tourism bas a major impact towards the economy of a destination and it contribute to the tourism and retail industries. The activity also one of the favoured activities of tourists when the travel There are significances and contributions shopping as a tourist activity to tourism destination but the function has been long underrepresent and the research shows that shopping tourism is confined and still in an explorative stage. The study on human social behaviour include tourist shopping behaviour are significant to determine their contribution towards tourism activities. This research aims is to explore the efficacy tourist shopping integrative research framework and to determine the major contributor towards shopping experience for the tourist. This research is based on data obtained from a survey questionnaire that were distributed among shopper who visit Dataran Pahlawan Melaka Megamall and the data was analysed by using the Warp PLS 5.0. The research suggested shopping tourism behaviour from the perspectives planned and impulsive consumption behaviours that were determine by several variables, which are attitude, subjective no-perceived behavioural control, store environment and situational factors. However, the result of the study show that the efficacy of tourist shopping integrative research framework is not effective.