TY - JOUR AU - Vongtharawat, Maytinee AU - Pasunon, Prasobchai PY - 2020/12/23 Y2 - 2024/03/29 TI - Cluster Analysis of Airline Passengers Based on the Impact of Perceived Risks Towards Online Airline Tickets Purchasing JF - RMUTI Journal Humanities and Social Sciences JA - RMUTT J Hum Soc Sci VL - 8 IS - 1 SE - Research Articles DO - UR - https://so05.tci-thaijo.org/index.php/RMUTI_SS/article/view/243183 SP - 68-81 AB - <p>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 (<img title="\bar{X}" src="https://latex.codecogs.com/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 (<img title="\bar{X}" src="https://latex.codecogs.com/gif.latex?\bar{X}">= 3.16), performance risk (<img title="\bar{X}" src="https://latex.codecogs.com/gif.latex?\bar{X}">= 3.10), financial risk (<img title="\bar{X}" src="https://latex.codecogs.com/gif.latex?\bar{X}">= 3.04), time risk (<img title="\bar{X}" src="https://latex.codecogs.com/gif.latex?\bar{X}">= 2.55), and psychological risk (<img title="\bar{X}" src="https://latex.codecogs.com/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.</p> ER -