Low cost carriers in Southeast Asia: How does ticket price change the way passengers make their airline selection? |
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| Institution: | 1. Department of Economics, Newcastle University, NE1 7RU, United Kingdom;2. Institute of Social Science, the University of Tokyo, 7-3-1 Hongo, Bunkyo-ku, Tokyo 113-0033, Japan;3. Graduate School of Logistics, Inha University, 100 Inha-ro Nam-gu, Incheon 22212, South Korea;4. International Affairs Staff, Yogyakarta City Mayor’s Office, Yogyakarta City Government, Yogyakarta 55165, Indonesia, and Lecturer, Department of Economic Development, Ahmad Dahlan University;5. Graduate School for International Development and Cooperation, Hiroshima University, 1-5-1 Kagamiyama, Higashi-Hiroshima Hiroshima-ken 739–8529, Japan |
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| Abstract: | The purpose of this paper is to develop an extended Theory of Planned Behavior (TPB) model to examine how Southeast Asian passengers' internal behavioral factors and external stimuli affect their buying intention and actual purchase of Low-Cost Carrier (LCC) tickets. In addition, how ticket price changes the behaviors of those factors in that model is also examined. A survey of 781 passengers was conducted in two major airports in Thailand to test the hypotheses. The results indicate the important role of passengers' attitudes, social norms, and perceived behavioral control in LCC passenger's buying behavior. More importantly, the presence of the ticket price does change how other factors predict the behavioral intention and actual use of LCCs in Southeast Asia. |
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| Keywords: | Low cost carriers Theory of planned behavior Ticket price Service quality Airline safety Airline reputation |
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