พฤติกรรมของเจเนอเรชั่นวายในอำเภอเมืองเชียงใหม่ ต่อการซื้อบัตรโดยสารเครื่องบินผ่านอินเทอร์เน็ต

Abstract

This independent study aimed to investigate the Behavior of Generation Y in Mueang Chiang Mai District Towards Purchasing Air Ticket via Internet. Questionnaires were used as a tool to collect information from the sample selected by quota sampling, and data were collected in July-August, 2014. This study contained 300 participants from the generation Y, people between the ages of 20 and 34 purchased at least an air ticket online within a year. The data were analyzed with descriptive statistics e.g. frequencies, percentages, averages, and inferential statistics including a chi-square test and an analysis of variance. The study result indicated that the generation Y in Mueang Chiangmai majority of the respondents were female who were single, had bachelor’s degree, worked for private company and had average income less than 15,000 baht per month. The majority of Generation Y in Mueang Chiangmai had main purpose of their trip was for leisure and travel. They choose domestic trip to buy economy class round-trip tickets which cannot change date, flight and destination. Ticketing expense per flight per person were 1,001-5,000 baht. The majority of generation Y in Mueang Chiangmai purchased an air ticket online because it was easy, convenient and fast. Time of purchasing was between 18:00 and 24:00. The frequency of purchasing was an average of 2-3 times within 1 year. They bought the tickets directly through the airlines’ websites as discount’s promotion provided were the main motivation to buy the ticket online. The airline of choice was Air Asia. The most commonly used device to connect to the Internet was laptop. Before purchasing, they used a search engine to compare prices between different airlines. They made to buy within a day. The most famous payment method was with credit card. The consumers are interesting to buy air ticket online in the future. Regarding the electronic marketing mix factors affecting decision making of purchasing an air ticket online, the most of the importance level of every factor was high. The ranking were the level of distribution channel, product, marketing communication, price, privacy policy, and personalization, respectively. In the sub-factors affecting decision making of purchasing air ticket online found that the top five sub-factors were first, the easy access to the website which was a distribution channel factor. Second, the safety and reliability of the airline which was a product factor. Third, the availability of online check-in which was a product factor and the frequency of content update which was a distribution channel factor. Forth the safety of online payment which was a distribution channel factor and promotion which was a marketing communication factor. Lastly, the clarity of pricing which was a price factor.