Factors Affecting Purchase Intention for Thai Air Asia Airline of Passengers in Roi Et Province

Abstract

The objectives of this research was: factors affecting purchase intention for Thai  AirAsia Airline of passengers in Roi Et province. A questionnaire was used as a tool for collecting data from 400 of passengers in Roi Et province. The statistics used for analysis were mean, standard deviation and multiple regression analysis . The results of the study revealed that, ) the passengers in Roi Et province agreed that with having factors affecting purchase intention for Thai AirAsia Airline as a whole and in each of all these at a high level: promotion, physical evidence, process, place, price personnel and product and service. 2) the factors of the service marketing mix of the Thai AirAsia Airline the aspects of product and service (Beta =0.344), Price (Beta =0.178), promotion (Beta = 0.325) and personnel (Beta =0.274) had effects on the intention to use the services for Thai AirAsia Airline of Passengers in Roi Et province.