Cluster Analysis of Airline Passengers Based on the Impact of Perceived Risks Towards Online Airline Tickets Purchasing

  • Maytinee Vongtharawat Faculty of Liberal Arts and Science, Kasetsart University, Nakon Patom
  • Prasobchai Pasunon Faculty of Management Science, Silpakorn University, Petchaburi
Keywords: Perceived Risks, Online Airline Tickets Purchasing, Cluster Analysis, Airline Passengers

Abstract

The objective of this research is to cluster the group of airline passengers based on the impact of perceived risks towards online airline tickets purchasing. This quantitative research employed a purposive sampling method by collecting data from 390 Thai airline passengers who had experience of online airline tickets purchasing. The perceived risks questionnaire was the research tool for gathering and collecting data from target sample. The statistical tools for data analysis were percentage (%), mean (gif.latex?\bar{X}), standard deviation (S.D.) and K-Means clustering analysis. The empirical results obtained that most of Thai passengers have risk perception of online airline tickets purchasing at the moderate level: security risk (gif.latex?\bar{X}= 3.16), performance risk (gif.latex?\bar{X}= 3.10), financial risk (gif.latex?\bar{X}= 3.04), time risk (gif.latex?\bar{X}= 2.55), and psychological risk (gif.latex?\bar{X}= 2.51). Specially, Thai airline passengers are divided into 2 groups by K-Means clustering analysis: (1) “Risk Lover” (57.44%) and (2) Risk Aversion (42.56%). The finding contribute to value information for full service and low cost airlines and concerned organization to determine risk reduction strategy of online flight booking service.

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Published
2020-12-23
How to Cite
Vongtharawat, M., & Pasunon, P. (2020). Cluster Analysis of Airline Passengers Based on the Impact of Perceived Risks Towards Online Airline Tickets Purchasing. RMUTI JOURNAL Humanities and Social Sciences, 8(1), 68-81. Retrieved from https://so05.tci-thaijo.org/index.php/RMUTI_SS/article/view/243183
Section
Research Articles