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FACTORS AFFECTING BEHAVIORAL INTENTION TO PURCHASE LOWCOST AIRLINE E-TICKET IN THAILAND |
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| รหัสดีโอไอ | |
| Creator | Piyanath Maneechot |
| Title | FACTORS AFFECTING BEHAVIORAL INTENTION TO PURCHASE LOWCOST AIRLINE E-TICKET IN THAILAND |
| Contributor | Suthawan Chirapanda |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2557 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 6 |
| Journal No. | 1 |
| Page no. | 41-58 |
| Keyword | FACTORS, AFFECTING, BEHAVIORAL, INTENTION, PURCHASE, LOWCOST, AIRLINE, E-TICKET, THAILAND |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Purpose - The purpose of this research aims to investigate the factors that affecting behavioral intention to purchase low-cost airline e-ticket and this research.Design/methodology - This research employed an empirical study with the use of the questionnaire survey method, in total, 430 responses were collected through randomly mailing and sent out to consumers who had an experience of purchasing low cost airline e-ticket.Findings - The result showed that marketing efforts, perceive ease of use and perceived usefulness positively affects attitude toward using low cost airline e-ticket and attitude toward using and subjective norm also positive affect behavioral intention to purchase low-cost airline e-ticket. The research showed that perceived usefulness was the most important factor that affect to the behavioral intention to purchase low-cost airline e-ticket.Practical implications - The research showed perceived usefulness was the most important factor that affect to the behavioral intention to purchase low-cost airline e-ticket. . The most influence question in this factor is "using internet for flight reservation increase reservation performance". Customers think that when they reserve the flight by online booking, they will get the best deal because the website provide all information and they can compare the price easily to another website because product and service information seem to be very important.Hence, Airline companies should ensure that they provide enough details and useful information about the product as well as clearly state the price and terms and condition. Therefore it can help influencing customer's intention to purchase. |
