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...
| Autores: | ; |
|---|---|
| Tipo de documento: | Artículo |
| Fecha de publicación: | 2019 |
| País: | España |
| Institución: | Universitat Politècnica de Catalunya (UPC) |
| Repositorio: | UPCommons. Portal del coneixement obert de la UPC |
| Lenguaje: | 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 |
| Nivel de acceso: | 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 |
| _version_ | 1878741318292733952 |
|---|---|
| author | Pasupa, Sarakard |
| author2 | Cheramakara, Narudh |
| author2_role | author |
| author_browse | Cheramakara, Narudh Pasupa, Sarakard |
| author_facet | Pasupa, Sarakard Cheramakara, Narudh |
| author_role | author |
| collection | UPCommons. Portal del coneixement obert de la UPC |
| 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. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | ES_e30c9c080d741e3aa9771a4480e01708 |
| institution | Universitat Politècnica de Catalunya (UPC) |
| instname_str | Universitat Politècnica de Catalunya (UPC) |
| language | eng |
| network_acronym_str | ES |
| network_name_str | España |
| oai_identifier_str | oai:upcommons.upc.edu:2117/175956 |
| publishDate | 2019 |
| publishDateSort | 2019 |
| publisher | OmniaScience |
| publisherStr | OmniaScience |
| reponame_str | UPCommons. Portal del coneixement obert de la UPC |
| spelling | Airline E-commerce user experience experiment: An investigation of Thai LCCs passengers' purchasing behaviour among different online platforms Pasupa, Sarakard Cheramakara, Narudh Airlines Electronic commerce Mobile commerce Consumer behavior User-experience E-commerce Purchasing behaviours Línies aèries Comerç electrònic Comerç mòbil Consumidors -- Conducta 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. Peer Reviewed OmniaScience https://hdl.handle.net/2117/175956 https://dx.doi.org/10.3926/jairm.124 |
| 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 | 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_short | 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 |
| topic | Airlines Electronic commerce Mobile commerce Consumer behavior User-experience E-commerce Purchasing behaviours Línies aèries Comerç electrònic Comerç mòbil Consumidors -- Conducta |
| topic_facet | Airlines Electronic commerce Mobile commerce Consumer behavior User-experience E-commerce Purchasing behaviours Línies aèries Comerç electrònic Comerç mòbil Consumidors -- Conducta |
| url | https://hdl.handle.net/2117/175956 https://dx.doi.org/10.3926/jairm.124 |