Understanding Consumer Buying Intention of E-Commerce Airfares Based on Multivariate Demographic Segmentation: A Multigroup Structural Equation Modeling Approach
Sustainability
; 14(15):8997, 2022.
Article
in English
| ProQuest Central | ID: covidwho-1994147
ABSTRACT
The internet offers enormous development opportunities for airline firms and a lot of information for consumers to pick the finest available options. This research aims to study the consumer buying intention of e-commerce airfares in an emerging economy based on the technology acceptance model. This article employed a sample of 3064 respondents at six airports in Thailand. It used cluster analysis (a multivariate analysis approach) to determine two main customer segments and then used a structural equation modeling (SEM) technique utilizing demographic segmentation as a moderator to explain the behaviors of those two segments. The findings demonstrated two customer segments (1) the older with high and middle-income segment, and (2) the young with low-income segment. The empirical results revealed that price sensitivity and perceived ease of use substantially impacted behavioral intention to use e-commerce airfares in both segments. The users from segment (1) are more likely to look for the fun experience and entertainment value of using e-commerce airfares than those from segment (2). However, perceived usefulness is unlikely to be a vital factor in consumers’ purchasing decisions about using e-commerce airfares. It is recommended that airline companies and online travel agencies should consider perceived ease of use, price sensitivity, and hedonic motivation when implementing e-commerce airline websites for selling tickets.
Environmental Studies; technology adoption; technology acceptance model (TAM); e-commerce; airline industry; multivariate demographic segmentation; Motivation; Demographics; Air fares; Modelling; Segmentation; Technology utilization; Websites; Multivariate analysis; Empirical analysis; Airports; Electronic commerce; COVID-19; Customers; Cluster analysis; Airlines; Sensitivity; Income; Tickets; Consumers; Travel; Demography; Multivariate statistical analysis; Buying; Segments; Thailand
Full text:
Available
Collection:
Databases of international organizations
Database:
ProQuest Central
Language:
English
Journal:
Sustainability
Year:
2022
Document Type:
Article
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