Cluster Analysis of Airline Passengers Based on the Impact of Perceived Risks Towards Online Airline Tickets Purchasing
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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 (), 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 (
= 3.16), performance risk (
= 3.10), financial risk (
= 3.04), time risk (
= 2.55), and psychological risk (
= 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.
Article Details
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของมหาวิทยาลัยเทคโนโลยีราชมงคลอีสาน
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยเทคโนโลยีราชมงคลอีสานและคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
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