The Causal Relationship Model of Factors Affecting Behavioral Intention to Use Low Cost Airlines in Thailand

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Anon Phumma
Kanokkarn Snae Namahoot
Parichart Rachapradit

Abstract

This study aims to investigate perceived value and service quality that affected behavioral intention to use low cost airlines with word-of-mouth communication as a mediator. Data were collected from 648 Thai people who used low cost airlines including Air Asia, Nok Air, and Thai Lion Air. Structural equation model (SEM) was employed to examine the relationship among variables. The results indicated that perceived value and service quality had the significantly indirect influence on behavioral intention to use low cost airlines with word-of-mouth communication as the mediator variable. Furthermore, word-of-mouth communication also had the significantly direct influence on behavioral intention to use low cost airlines (p < 0.05).

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