Factors Influencing Online Purchase Intention : Domestic Airline E-ticket in Thailand : Domestic Airline E-ticket in Thailand
Date: June 2, 2009
Programme: MIMA – International Marketing
Course: EF0705 Master Thesis
Authors: Sutanita Thavornchak, Waritthar Taratanaphol
Tutor: Joakim Netz
Title: Factors influencing online purchase intention: Domestic Airline E-ticket in Thailand
Introduction: Internet has become one of the most powerful tools to enhance the performance in every industry and business, including travel and tourism industry as well. The industry has been dramatically changed by the internet in form of information search, trip planner, particularly the introduction of a new online reservation system, an electronic ticket (E-ticket). Moreover, there currently is an attempt of the International Air Transport Association (IATA) to change all 240 airlines around the world into this E-ticket system. About the e-ticket system in Thailand, many airlines have already adopted this system and tried to introduce it to their customers. However, the statistic was shown that only 24% of the internet user has experienced with it, which is pretty low comparing to some other countries. Consequently, the airlines have been trying to improve and enhance their systems in order to encourage the customers to purchase the electronic ticket.
Problem: “What are the factors that influence intention to make an online purchase of airline e-ticket?”
Purpose: The purpose of this research is to explore the factors influencing the intention to purchase the domestic airline e-ticket in Thailand, and also to investigate whether there are any differences between e-ticket adopters and non-adopters.
Method: The research is based on quantitative research by using online self-administered survey. The list of respondents was from two travel agencies in Thailand. The questionnaires were sent out to 350 respondents and a total of 253 usable respondents were collected in this research. The questionnaires were designed based on Technology Acceptance Model (TAM). The model comprises of Perceived Usefulness (PU) and Perceived Ease of use (PEOU). In addition, the theory of Perceived Risk (PR) is also added to be the third construct in the model.
Conclusion: The findings indicate that the all three constructs have different impacts on intention to purchase of e-ticket adopter and e-ticket non adopter. Perceived Usefulness (PU) is the only construct that influences e-ticket adopter while all three construct have significant impact on future intention to purchase of e-ticket non adopter. Convenience factor tends to be the most important one in Perceived Ease of Use (PEOU) for e-ticket non adopter whereas product information and accessibility is more important to e-ticket adopter in Perceived Usefulness (PU). Security and privacy are the major concern in Perceived Risk (PR) when buying e-ticket. However, there are additional factors which affect the future intention to purchase exclude from the three constructs studied.
Source Type:Master's Thesis
Keywords:e ticket online shopping airline purchase intention
Date of Publication:01/01/2009