Purpose

This study investigated an appended belief-attitude-intention (BAI) model, which included two antecedent beliefs of attitude and two marketing factors as additional determinants of air traveller behavioural intentions towards low-cost airlines (LCAs). The hypothesized relationships were compared across different behaviouristic groups based on flying frequency, travel purpose and travel party size.

Design/methodology/approach

Survey data from 331 air travellers intercepted at a major international airport in Thailand were analysed using structural equation modelling and bootstrapping multiple-group comparisons to investigate the hypothesized mediation and moderation effects.

Findings

Results indicate that behavioural intention towards LCAs is largely influenced by perceived price, followed by attitude towards LCAs and subjective norm and not determined by airport accessibility. Antecedent beliefs of perceived service quality and uncertainty avoidance influence behavioural intention, as mediated by attitude towards LCAs. The role of subjective norm varied among air traveller groups.

Practical implications

Managers can manage price perceptions by focusing on LCA affordability and they should closely scrutinize these air traveller behaviouristic groups to identify opportunities to appeal to the distinctive cognitive responses of traveller segments.

Originality/value

This study tested an appended BAI model across three different air traveller behavioural characteristics, a multi-group analytical approach that can reveal meaningful implications, yet has been underused in LCA research.

中文翻译：

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对 LCA 行为意图的进一步调查：航空旅客行为学的多组分析

目的

本研究调查了附加的信念-态度-意图 (BAI) 模型，其中包括两个先前的态度信念和两个营销因素，作为航空旅客对低成本航空公司 (LCA) 的行为意图的附加决定因素。根据飞行频率、旅行目的和旅行团规模，对不同行为组之间的假设关系进行了比较。

设计/方法/方法

使用结构方程模型和引导多组比较分析了在泰国一个主要国际机场截获的 331 名航空旅客的调查数据，以研究假设的中介和调节效应。

发现

结果表明，对 LCA 的行为意图主要受感知价格的影响，其次是对 LCA 的态度和主观规范，而不是由机场可达性决定。感知服务质量和避免不确定性的先行信念会影响行为意图，这由对 LCA 的态度所调节。主观规范的作用因航空旅客群体而异。

实际影响

管理人员可以通过关注 LCA 的可负担性来管理价格认知，他们应该仔细审查这些航空旅行者的行为群体，以确定吸引旅行者群体独特认知反应的机会。

原创性/价值

本研究针对三种不同的航空旅客行为特征测试了附加的 BAI 模型，这是一种多组分析方法，可以揭示有意义的含义，但在 LCA 研究中未得到充分利用。