Proceedings of The 13th International Conference on Management, Economics and Humanities
A Multigroup Structural Equation Approach for Understanding E-commerce Airfare Buying Behavior: Demographic Segmentation
Phaninee Naruetharadhol, Sasichakorn Wongsaichia, Shenying Zhang and Chavis Ketkaew
This study examines e-commerce airfare buyer behavior. This article used 3,064 respondents at six Thai airports to test the UTAUT2 framework. Cluster analysis (a multivariate analysis method) was used to determine 2 main customer segments, and structural equation modeling (SEM) was used to explain their behaviors. The findings showed two customer segments: older with high and middle-income and young with low-income. In both segments, price sensitivity and convenience affected behavioral intention to use e-commerce airfares. Segment (1) users are more likely to use e-commerce airfares for fun and entertainment than segment (2) users. Performance expectations are unlikely to influence consumers’ e-commerce airfare purchases. When implementing e-commerce airline ticket websites, airlines and online travel agencies should consider usability, price sensitivity, and hedonic motivation.
Keywords: Technology adoption, UTAUT2, e-commerce, airline industry, demographic segmentation.