Abstract: By using scenario simulation experiments,the study explored how excitement and anxiety spread among the duty-free shopping group and discussed the impacts of them on tourist’s impulse buying intention.Additionally,this study employed advantaged price,time pressure,social crowding and shopping experience as moderators to further analyze the differences of group emotional contagion at different levels.The findings indicate that there is an emotional contagion in the duty-free shopping group and it leads to impulse buying intentions.Specifically,the tourist’s perception of group excitement or anxiety has a positive impact on his or her excitement and anxiety.And then the excitement and anxiety of tourist positively affect his or her impulse buying intention.Thus,tourist’s emotional responses play mediating roles in the relationship between tourist’s perception of group emotion and impulse buying intention of tourist.In addition,advantaged price,time pressure,social crowding and shopping experience all positively moderated the process of group emotional contagion and the influence of group emotional contagion is enhanced when in high advantaged price,high time pressure and high social crowing.Compared with low advantaged price,low time pressure and low social crowding,tourist has a higher degree of excitement and anxiety when advantaged price,time pressure and social crowding are higher,as well as a higher impulse buying intention.Moreover,group emotional contagion has less impact on tourists’ excitement,anxiety,and impulse buying intentions for those who are experienced in duty-free shopping than for those who have limited experience in duty-free shopping.

Key words: tourism duty-free shopping, group shopping, group emotional contagion, excitement, anxiety