Causal Factors Influencing Purchase Intention Tickets on Thai AirAsia Application in Bangkok and Its Vicinity
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Abstract
This article is aimed to study 1) develop and validate a causal of relationship model of purchase intention tickets on Thai AirAsia Application in Bangkok and its vicinity. 2) find causal factors influencing the intention to purchase air tickets on the Thai AirAsia application in Bangkok and its vicinity. The sample was people who bought air tickets on the Thai AirAsia application and live in Bangkok and its vicinity of 400 people, obtained by convenient random sampling. The tools used in the research was online questionnaires. The statistics used in data analysis were frequency, percentage, confirmatory factor analysis and structural equation model.
The results of this research were the development of the causal relationship models consisted of 4 components are 1) instant messaging 2) trust 3) customer satisfaction and 4) purchase intention and the model is consistent with the empirical data to a great extent. The statistic shows the CMIN/df = 1.92, GFI = 0.93, AGFI = 0.90, SRMR = 0.03, RMSEA = 0.05. The final is predictive coefficient of 0.84, indicating that the variables in the model can explain the variance of the purchase intention on Thai AirAsia Application by 84 percent. It was found that the perceived instant messaging, trust and customer satisfaction were respectively in influencing on purchase intention. The results of this research are useful for Thai AirAsia which can use the research results to plan and create strategies in the future.
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