Factors affecting the passengers' intention toward “airline electronic ticketing” in Thailand

This study uses an `adoption model' to assess airline passengers' intention to use an online e-ticketing system in Thailand. The study also integrates constructs from “United Theory of Acceptance”, “Use of Technology model”, “Transaction Cost Saving Model”, “Perceived Security Model” and “Perceived Enjoyment Theory”. The “survey” was conducted at Suvarnabhumi International Airport in Thailand (Domestic Flights Terminal). The study aims to focus on those AirAsia's passengers who have ever used online e-ticketing at least for once in their life (experienced users). SPSS Program (Version 17.0) was used for data mining and survey authoring (Linear regression and Correlation analysis). Consequently, the results indicate that “Perceived Security”, “Perceived Enjoyment”, “Price Saving”, “Effort Expectancy” and “Facilitating Conditions” - in sequence - have significant positive effects on airlines passengers' intention to use online e-ticketing systems in Thailand, whereas “Performance Expectancy” did not have any significant effect on passengers' intention. After collecting the data; “Time Saving” and “Social Influence” hypotheses (H3 & H5) were not supported by Inter-Item Correlation Matrix' results and thus were `eliminated' from the initial conceptual framework model. The model finally explains 71.6% percent of the variance in airlines passengers' intention to use an online e-ticketing system in Thailand.