「旅遊零售業」，係指所有因旅遊而產生之消費，其中尤以跨國性移動而產生的商機廣大、利潤誘人，因而形成一個獨特的領域，諸如飛機內、郵輪內以及機場與海港免稅店等，亦因此「機場免稅店」成為旅遊零售業的大宗營運單位。
儘管「機場免稅店」亦屬「賣場」的一個特殊領域，惟學術上關於賣場的研究相當豐富，但目前針對機場免稅店的研究卻十分稀少；故而本研究嘗試整理出機場免稅店現狀及影響其經營面的基本因素，並以消費者觀點探討相關議題，推導機場免稅店未來走向及建議研究方向，期對實務運作有所助益。
而從本研究統計分析的過程中，可發現對於機場免稅店的基本條件部分，消費者相當重視場地清潔、商品陳列及標示清晰顯著等條件；在產品特色部分，消費者重視價格合理、品質可靠及產品真偽等條件；而在購物的考量部分，交易消費安全性、服務人員親切度及專業性等都是消費者在意的要項，至於在消費者心態部分，消費者對「空檔時間令人感到無聊」、「人的欲望是沒有止境的」、「人們喜歡與眾不同」的描述感到認同。
此外，依據迴歸分析出來的結果，除了前述機場免稅店的基本條件會成為影響消費者購物之考量因素外；另外還發現，機場的產品特色與消費者本身之心態，對於消費者購物也是有相對的影響。
至於相關分析的部分，經過資料縮減、區分之後，發現除了「消費者慾望」與「消費者對事情沒有耐心」這2大項因素與其他因素之相關性較弱以外，其餘因素都是彼此相關的；其中尤以機場硬體設備和免稅店特色、機場硬體設備和商品品質與實用性、消費者慾望和消費者對事情沒有耐心三組的相關性最為顯著，相關係數均在0.5以上，由此可導引出群組型態的研究思考方向：對於注重機場硬體設備者，也要配合考量其對免稅店特色及商品品質與實用性的重視因素；消費者對事情沒有耐心的程度跟消費者慾望的強弱對應關係，對機場免稅店的經營具有啟示作用，可運用於促銷活動之設計與服務人員之訓練課程內容。
而在交叉分析之中，利用SPSS統計軟體中的交叉表格進行分析，發現產品本身的重要性與否確實會影響到消費者在機場免稅店購買商品的決策。
經上述統計分析過後，可以明顯的發現機場免稅店的經營，首先必須從本身的店面著手，務求場地清潔，同時標示必須清晰顯著；其次，需適當的設置商品架位以吸引旅客進行購物，而商品必須價格合理，且品質可靠，需保證真品等。交易消費的安全性與服務人員品質亦應列為機場免稅店經營的重點之一；更要注意消費者心態，因為這也是影響消費者在免稅店購買商品的考量因素。

Travel retailing is a type of consumption produced by people traveling around over the different countries, with huge business opportunity and profit. Therefore, a special commercial field-Duty Free Shop-is formed, such as the market inside an airplane, a cruise ship, an airport or harbour duty-free shop, especially the airport duty-free shop becomes major business operation unit for the travel retailing.
Even though the duty-free shop can be belonged to a special field for the commercial outlet, and the academic study related with outlet research are quite a lot before, yet the research focused on duty-free shop are quite rare. This study tries to collect and analyze the present situation and the basic operation effect factor for the duty-free shop. At the same time, the related issue is discussed by customers’ viewpoint, the future direction for the duty-free shop and the research direction suggestion is also inferred to hopefully assistant the practical business operation.
From the analyst in this study, it will be easily understood the basic condition for the airport duty-free shop, the consumer will value the place whether is clean or not, merchandise display and whether the sign is clear. For the product feature, the consumer will value whether the price is reasonable, the quality reliability and identifying the genuine commodity. For the buying consideration, the transaction safety, service friendliness and professional, etc. are important valued items by the consumer. For the consumer attitude, the following description can be totally agreed: The consumer will feel boring at spare time; the desire of human being are always unlimited; and the people like themselves to be differ with others.
In addition, according to the result from the regression analysis, except the above basic condition for the airport duty-free shop will affect the consumer buying consideration, the product feature in the airport duty-free shop and the consumer attitude will also effect consumer’s buying behavior.
Concerning the related analysis, after collecting and sorting the data, almost every factor is related to each other. Especially the relationship between “the hardware of the airport and the duty-free shop feature” factor, “the hardware of the airport and the commodity quality and practicability” factor, “the consumer desire and the consumer having no patient” factor are quite obvious, the relative factor is averaged above 0.5. According to the above description, the research and study direction for the grouping type can be directed. To the person who will pay attention in the hardware of the airport, also they will pay attention in the duty-free shop feature and product quality and practicability. The strong-weak corresponding relationship between measuring-level for “consumer having no patient” factor and “consumer desire” factor will inspire to the duty-free shop management. It can be used to the training course for service people and the commodity promotion project.
In the cross analysis study, this is analysis using cross table of the SPSS static software, the importance of commodity will exactly effect the buying decision of the consumer in the airport duty-free shop.
After above mentioned statistic analysis, it is obvious to know management for the airport duty-free shop： firstly, the outlet should be totally clean, also the sign have to be clear and notable. Secondly, the commodity shelf must properly set up for attracting the travelers purchasing. Furthermore, the commodity’s price need to be reasonable and quality should be reliable, and should guarantee genuine goods. The transaction security and the service quality are important points, too. Most of all, the consumer attitude should be a consideration because it will affect the consumer’s buying behavior in the duty-free shop.

中文部分
1.免稅商店設置管理辦法
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