CONSUMER’s ATTITUDE TOWARD FLIGHT BOOKING APPLICATION IN BANGKOK AND METROPOLITAN REGION

Abstract

The purposes of this study were to compare levels of acceptance in the use of flight booking applications in Bangkok and metropolitan region; and to identify influencing factors of usage behaviors of the flight booking applications. The Technology Acceptance Model and Network Extemality were used as the conceptual framework. In this quantitative study, questionnaires were used for data collection. The sample were obtained through a stratified random sampling to include 436 application users. The data were analyzed by a bivariate analysis and a regression model. Results revealed that users of application A demonstrated a higher level acceptance than those of the Application B with statistical significance ; and the influencing factors of the usage behaviors of the applications with statistical significance included a perceived Number of peers, perceived number of cross-platform, perceived complementarity, perceived ease of use, perceived usefulness, perceived security, attitude toward application, descriptive norm, injunctive norm, subjective norm, behavior intention, and usage behavior.