Understanding Consumer Buying Intention of E-Commerce Airfares Based on Multivariate Demographic Segmentation: A Multigroup Structural Equation Modeling Approach

• Published in: Sustainability Vol. 14; no. 15; p. 8997
• Main Authors: Naruetharadhol, Phaninee, Wongsaichia, Sasichakorn, Zhang, Shenying, Phonthanukitithaworn, Chanchai, Ketkaew, Chavis
• Format: Journal Article
• Language: English
• Published: Basel MDPI AG 01.08.2022
• Subjects: Air fares; Airline industry; Airlines; Airports; Buying; Consumers; COVID-19; Customers; Demographics; Demography; Electronic commerce; Modelling; Motivation; Multivariate analysis; Multivariate statistical analysis; Segmentation; Segments; Sensitivity; Structural equation modeling; Tickets; Travel; Websites; Thailand

The internet offers enormous development opportunities for airline firms and a lot of information for consumers to pick the finest available options. This research aims to study the consumer buying intention of e-commerce airfares in an emerging economy based on the technology acceptance model. This...