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Understanding Consumer Buying Intention of E-Commerce Airfares Based on Multivariate Demographic Segmentation: A Multigroup Structural Equation Modeling Approach

Author

Listed:
  • Phaninee Naruetharadhol

    (International College, Khon Kaen University, Khon Kaen 40002, Thailand
    Center for Sustainable Innovation and Society, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Sasichakorn Wongsaichia

    (International College, Khon Kaen University, Khon Kaen 40002, Thailand
    Center for Sustainable Innovation and Society, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Shenying Zhang

    (International College, Khon Kaen University, Khon Kaen 40002, Thailand
    Center for Sustainable Innovation and Society, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Chanchai Phonthanukitithaworn

    (Business Administration Division, Mahidol University International College, Mahidol University, Nakhon Pathom 73170, Thailand)

  • Chavis Ketkaew

    (International College, Khon Kaen University, Khon Kaen 40002, Thailand
    Center for Sustainable Innovation and Society, Khon Kaen University, Khon Kaen 40002, Thailand)

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.

Suggested Citation

  • Phaninee Naruetharadhol & Sasichakorn Wongsaichia & Shenying Zhang & Chanchai Phonthanukitithaworn & Chavis Ketkaew, 2022. "Understanding Consumer Buying Intention of E-Commerce Airfares Based on Multivariate Demographic Segmentation: A Multigroup Structural Equation Modeling Approach," Sustainability, MDPI, vol. 14(15), pages 1-20, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:15:p:8997-:d:869033
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    References listed on IDEAS

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    Cited by:

    1. Siraphat Padthar & Phaninee Naruetharadhol & Wutthiya Aekthanate Srisathan & Chavis Ketkaew, 2024. "From Linear to Circular Economy: Embracing Digital Innovations for Sustainable Agri-Food Waste Management among Farmers and Retailers," Resources, MDPI, vol. 13(6), pages 1-29, June.
    2. Teerapong Pienwisetkaew & Peerapong Wongthahan & Phaninee Naruetharadhol & Sasichakorn Wongsaichia & Chonnipa Vonganunsuntree & Siraphat Padthar & Santi Nee & Ping He & Chavis Ketkaew, 2022. "Consumers’ Intention to Purchase Functional Non-Dairy Milk and Gender-Based Market Segmentation," Sustainability, MDPI, vol. 14(19), pages 1-25, September.
    3. Kalisri Logeswaran Aravindan & Thurasamy Ramayah & Munusamy Thavanethen & Murali Raman & Narinasamy Ilhavenil & Sanmugam Annamalah & Yap Voon Choong, 2023. "Modeling Positive Electronic Word of Mouth and Purchase Intention Using Theory of Consumption Value," Sustainability, MDPI, vol. 15(4), pages 1-19, February.

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