This study focuses on the influencing factors of consumers' purchasing decisions in airport shopping malls. Firstly, based on the grounded theory method, the semi-structured interview and the online review data are encoded, and the EKB model is used to construct the influencing factors of consumers' purchasing decision-making, including eWOM, perceived risk, perceived quality, perceived price, situational factors and shopping values. Finally, the structural model is analyzed by using the sample data of 360 airport consumers. The results show that these constructs have significant impact on consumers' purchasing decisions, and perceived risk and perceived price have negative impacts on purchasing decisions.