Causal Factors Influencing Purchase Intention Tickets on Thai AirAsia Application in Bangkok and Its Vicinity

Main Article Content

Koch Dejprayoon
Sumaman Pankham


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.

Article Details

How to Cite
Dejprayoon, K., & Pankham, S. (2023). Causal Factors Influencing Purchase Intention Tickets on Thai AirAsia Application in Bangkok and Its Vicinity. Journal of Arts Management, 7(1), 310–327. Retrieved from
Research Articles
Author Biographies

Koch Dejprayoon, College of Digital Innovation Technology, Rangsit University, Thailand




Sumaman Pankham, College of Digital Innovation Technology, Rangsit University, Thailand




Das, G. (2014). Linkages of Retailer Personality, Perceived Quality and Purchase Intention with Retailer Loyalty: A Study of Indian non-food Retailing. Journal of Retailing and Consumer Services, 21(3), 407-414. DOI: 10.1016/j.jretconser.2013.11.001

Detnakarin, S., Yincharoen, T., & Arrayayarn, A. (2022). The Role of Buyer’s Trust Influencing Purchase Intention in the Electronic Marketplace. Modern Management Journal, 20(1), 28-43.

Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate Data Analysis (7th ed.). Pentice Hall.

Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.

Hoelter, J.W. (1983). The Effects of Role Evaluation and Commitment on Identity Salience. Social Psychology Quarterly, 46(2), 140–147.

Hu, L-t., & Bentler, P.M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling, 6(1), 1–55.

Jaipuk, B., Marang, U., Thechatakerng, P., & Chaiwong, D. (2021). The Influence of Trust on Purchasing Decision of Online Products among Millennials in Chiang Mai. In Business Conference 2021 The 8th Business Transition to the New Normal. Feb 5, 2021, Faculty of Business Administration, Mae Jo University, Chiang Mai, Thailand.

Joreskog, K.G., & Sorbom, D. (1984). Advances in Factor Analysis and Structural Equation Models. Rowman & Littlefield.

Kamnungwut, W. (2019). The Influencing Factors of Customer Satisfaction, Trust and Brand Loyalty on Purchase Intention in Online Marketing. TNI Journal of Business Administration and Languages, 7(2), 88-99.

Kline, R.B. (2011). Principles and Practices of Structural Equation Modeling (3rd ed.). The Guilford Press.

Kuljira, P., & Chunwong, P. (2018). The Trust in Buying Products via Online Social Media of Students at Chiang Rai Rajabhat University. CRRU Journal of Communication Chiangrai Rajabhat University, 2(1), 25-42.

Kwahk, K., Ge, X., & Park, J. (2012). Investigating the Determinants of Purchase Intention in C2C E-Commerce. World Academy of Science, Engineering and Technology, International Journal of Economics and Management Engineering, 6(9), 2378-2382.

Lekcharoen, S., & Chaisri, N. (2020). Causal Factors Affecting Purchase Intention Fashion Product on Instagram of Consumers in Thailand. Journal of Arts Management, 5(2), 513–528.

Li, D., Chau, P., & Lou, H. (2005). Understanding Individual Adoption of Instant Messaging: An Empirical Investigation. Journal of Association for Information Systems, 6(4), 102-129.

Li, M. (2018). Factors Influencing Customer Repurchase Intention by Using Third-party Platform Booking Flight Ticket in China[Thesis’s Master, The University of the Thai Chamber of Commerce].

Nannapas, S. (2017). Social Networks: The Online Marketing Communication Strategies for Attracting Customers in the Digital Age. MUT Journal of Business Administration, 15(1), 21-36.

Panpradist, P., Urairat, Y., & Prommai, P. (2021). Influence of Attitudes, Social Factors, and Trust on People’s Purchase Intention to Buy Life Insurance in Songkhla Province. Journal of Business Administration and Economics Maejo University, 3(2), 20–34.

Perapas, K. (2020). An Investigation of Factors Influencing Consumers’ Intention to Use Online Shopping. Journal of Internet Banking and Commerce, 21(2), 1-50.

Schreiber, J. B., Stage, F. K., King, J., Nora, A., & Barlow, E. A. (2006). Reporting Structural Equation Modeling and Confirmatory Factor Analysis Results: A Review. The Journal of Educational Research, 99(6), 323–337.

Schumacker, R.E., & Lomax, R.G. (2010). A Beginner’s Guide to Structural Equation Modeling (3rd ed.). Routledge/Taylor & Francis Group.

Thai AirAsia Company Limited. (2021, Jan 18). AirAsia Annual Report.

The Civil Aviation Authority of Thailand. (2021, May 24). CATT Annual Report.

Thompson, B. (2004). Exploratory and Confirmatory Factor Analysis: Understanding Concepts and Applications. American Psychological Association.

Ullman, M.T. (2001). The Declarative/Procedural Model of Lexicon and Grammar. Journal of Psycholinguistic Research, 30(1), 37–69.

Unaprom, C. (2018). Purchasing Behavior Toward Environmentally Friendly Products for Consumers in Phonngam Subdistrict, Nonghan District, Udon Thani Province. Journal of Payap University, 32(2), 32–49.

Wannarak, J., Akaramethanon, J., Chekshuenkul, N., Paibool, P., Boonto, S., & Petwong, W. (2016). An Influence of Service Quality and Customer Satisfaction on Intention to Purchase in the Store on Facebook. RMUTSB Academic Journal (Humanities and Social Sciences), 1(1), 43-53.

Wijannarong, J. (2018). Tourism Management in Thailand for the New Normal Era. Journal of MCU Social Science Review, 10(4), 372–381.