Airline E-commerce user experience experiment: An investigation of Thai LCCs passengers' purchasing behaviour among different online platforms

Purpose: This study examines the current state of the airline’s e-commerce platforms and seek to identify their benefits and disadvantages in the aspect of user experience. Design/methodology/approach: The study commenced by first reviewing the literatures on actual sale figure from the studied Thai...

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Detalles Bibliográficos
Autores: Pasupa, Sarakard, Cheramakara, Narudh
Tipo de recurso: artículo
Fecha de publicación:2019
País:España
Institución:Universitat Politècnica de Catalunya (UPC)
Repositorio:UPCommons. Portal del coneixement obert de la UPC
Idioma:inglés
OAI Identifier:oai:upcommons.upc.edu:2117/175956
Acceso en línea:https://hdl.handle.net/2117/175956
https://dx.doi.org/10.3926/jairm.124
Access Level:acceso abierto
Palabra clave:Airlines
Electronic commerce
Mobile commerce
Consumer behavior
User-experience
E-commerce
Purchasing behaviours
Línies aèries
Comerç electrònic
Comerç mòbil
Consumidors -- Conducta
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spelling Airline E-commerce user experience experiment: An investigation of Thai LCCs passengers' purchasing behaviour among different online platformsPasupa, SarakardCheramakara, NarudhAirlinesElectronic commerceMobile commerceConsumer behaviorUser-experienceE-commercePurchasing behavioursLínies aèriesComerç electrònicComerç mòbilConsumidors -- ConductaPurpose: This study examines the current state of the airline’s e-commerce platforms and seek to identify their benefits and disadvantages in the aspect of user experience. Design/methodology/approach: The study commenced by first reviewing the literatures on actual sale figure from the studied Thai LCC, user interface (UI) and user experience (UX). It then proceeded to gather the empirical evidences using questionnaires from 135 active air passengers who have online purchasing experience. The composite findings from literature review and surveys were then used to design and apply for the final phase which is a series of in-depth interviews of air passengers on their usability test sessions and experts from the related industries. Coding and clustering was utilised to analyse the qualitative data obtained. Findings: The study examines the differences in online ticket purchasing platforms including airline's website, mobile-site and mobile application. The results identified five areas of factors: physical, trust, willingness to learn, context of use and adjustment. With regard to these factors, there are no single platform that outperform others. Airlines need to ensure that UX/UI of all platforms meet the users’ requirements in all circumstances. Originality/value: The study reveals the customer thinking processes on online purchasing behaviour. It focuses on web-usability and user experience of different booking platforms. The findings allow the subjected LCC to improve customer experience and optimise its platforms. The paper could also benefit other entrepreneurs who are in the related industry or similar contexts. In addition, the study of user-experience in the context of airline industry, particularly in the emerging countries like Thailand is limited.Peer ReviewedOmniaScience20192019-12-0120202020-01-28journal articlehttp://purl.org/coar/resource_type/c_6501NAhttp://purl.org/coar/version/c_be7fb7dd8ff6fe43info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/2117/175956https://dx.doi.org/10.3926/jairm.124reponame:UPCommons. Portal del coneixement obert de la UPCinstname:Universitat Politècnica de Catalunya (UPC)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial 3.0 Spainhttp://creativecommons.org/licenses/by-nc/3.0/es/info:eu-repo/semantics/openAccessoai:upcommons.upc.edu:2117/1759562026-05-27T15:37:01Z
dc.title.none.fl_str_mv Airline E-commerce user experience experiment: An investigation of Thai LCCs passengers' purchasing behaviour among different online platforms
title Airline E-commerce user experience experiment: An investigation of Thai LCCs passengers' purchasing behaviour among different online platforms
spellingShingle Airline E-commerce user experience experiment: An investigation of Thai LCCs passengers' purchasing behaviour among different online platforms
Pasupa, Sarakard
Airlines
Electronic commerce
Mobile commerce
Consumer behavior
User-experience
E-commerce
Purchasing behaviours
Línies aèries
Comerç electrònic
Comerç mòbil
Consumidors -- Conducta
title_short Airline E-commerce user experience experiment: An investigation of Thai LCCs passengers' purchasing behaviour among different online platforms
title_full Airline E-commerce user experience experiment: An investigation of Thai LCCs passengers' purchasing behaviour among different online platforms
title_fullStr Airline E-commerce user experience experiment: An investigation of Thai LCCs passengers' purchasing behaviour among different online platforms
title_full_unstemmed Airline E-commerce user experience experiment: An investigation of Thai LCCs passengers' purchasing behaviour among different online platforms
title_sort Airline E-commerce user experience experiment: An investigation of Thai LCCs passengers' purchasing behaviour among different online platforms
dc.creator.none.fl_str_mv Pasupa, Sarakard
Cheramakara, Narudh
author Pasupa, Sarakard
author_facet Pasupa, Sarakard
Cheramakara, Narudh
author_role author
author2 Cheramakara, Narudh
author2_role author
dc.subject.none.fl_str_mv Airlines
Electronic commerce
Mobile commerce
Consumer behavior
User-experience
E-commerce
Purchasing behaviours
Línies aèries
Comerç electrònic
Comerç mòbil
Consumidors -- Conducta
topic Airlines
Electronic commerce
Mobile commerce
Consumer behavior
User-experience
E-commerce
Purchasing behaviours
Línies aèries
Comerç electrònic
Comerç mòbil
Consumidors -- Conducta
description Purpose: This study examines the current state of the airline’s e-commerce platforms and seek to identify their benefits and disadvantages in the aspect of user experience. Design/methodology/approach: The study commenced by first reviewing the literatures on actual sale figure from the studied Thai LCC, user interface (UI) and user experience (UX). It then proceeded to gather the empirical evidences using questionnaires from 135 active air passengers who have online purchasing experience. The composite findings from literature review and surveys were then used to design and apply for the final phase which is a series of in-depth interviews of air passengers on their usability test sessions and experts from the related industries. Coding and clustering was utilised to analyse the qualitative data obtained. Findings: The study examines the differences in online ticket purchasing platforms including airline's website, mobile-site and mobile application. The results identified five areas of factors: physical, trust, willingness to learn, context of use and adjustment. With regard to these factors, there are no single platform that outperform others. Airlines need to ensure that UX/UI of all platforms meet the users’ requirements in all circumstances. Originality/value: The study reveals the customer thinking processes on online purchasing behaviour. It focuses on web-usability and user experience of different booking platforms. The findings allow the subjected LCC to improve customer experience and optimise its platforms. The paper could also benefit other entrepreneurs who are in the related industry or similar contexts. In addition, the study of user-experience in the context of airline industry, particularly in the emerging countries like Thailand is limited.
publishDate 2019
dc.date.none.fl_str_mv 2019
2019-12-01
2020
2020-01-28
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
NA
http://purl.org/coar/version/c_be7fb7dd8ff6fe43
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/2117/175956
https://dx.doi.org/10.3926/jairm.124
url https://hdl.handle.net/2117/175956
https://dx.doi.org/10.3926/jairm.124
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial 3.0 Spain
http://creativecommons.org/licenses/by-nc/3.0/es/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial 3.0 Spain
http://creativecommons.org/licenses/by-nc/3.0/es/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv OmniaScience
publisher.none.fl_str_mv OmniaScience
dc.source.none.fl_str_mv reponame:UPCommons. Portal del coneixement obert de la UPC
instname:Universitat Politècnica de Catalunya (UPC)
instname_str Universitat Politècnica de Catalunya (UPC)
reponame_str UPCommons. Portal del coneixement obert de la UPC
collection UPCommons. Portal del coneixement obert de la UPC
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.301603

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