Understanding the Repurchase Intention of Premium Economy Passengers Using an Extended Theory of Planned Behavior
Abstract
:1. Introduction
- RQ 1. Which factors directly motivate repurchase intentions for premium economy service?
- RQ 2. What is the magnitude of the direct impact of critical factors?
2. Literature Review
2.1. Premium Economy Class
2.2. Theoretical Background and Hypotheses Development
2.2.1. Theory of Planned Behavior
2.2.2. Relationship between Service Evaluation Variables and Behavioral Intention
3. Methodology
Data Collection and Analytical Method
4. Results
4.1. Measurement Model
4.2. Strucural Model
5. Discussion
5.1. Impact of Psychological Factors in TPB Regarding Repurchase Intention
5.2. Impact of Service Evaluation Variables Regarding Repurchase Intention
5.3. Practical Implications
6. Summary and Conclusions
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
References
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Airline | Seat Class | Pitch | Width | Additional Service |
---|---|---|---|---|
NZ | Premium Economy | 41~42 | 18.5~20 | Free additional baggage Extended dining menu service |
Standard Economy | 31~33 | 17.1~17.8 | ||
QF | Premium Economy | 38~42 | 19~20.5 | Priority boarding, Free self-serve bars Extensive wine service |
Standard Economy | 31~32 | 17~17.5 | ||
SQ | Premium Economy | 38 | 19~19.5 | Priority boarding, Private storage space Individual reading light |
Standard Economy | 32~34 | 17.5~19 | ||
LH | Premium Economy | 38~39 | 18~19 | Free additional baggage, Welcome drink Fine china tableware and personal water |
Standard Economy | 31~32 | 17.1~18.2 | ||
AF | Premium Economy | 38~40 | 18~19 | Individual reading light, Priority boarding Free additional baggage, Free airport lounge |
Standard Economy | 31~34 | 17~18 |
Attribute | Subgroup Categories | Sample Number | Percentage (%) |
---|---|---|---|
Gender | Male | 215 | 56% |
Female | 167 | 44% | |
Age | 10–19 | 12 | 3% |
20–29 | 115 | 30% | |
30–39 | 132 | 35% | |
40–49 | 60 | 16% | |
50–59 | 42 | 11% | |
≥60 | 21 | 5% | |
Purpose of travel | Leisure | 186 | 49% |
Business | 81 | 21% | |
Visit friends and relatives | 54 | 14% | |
Others | 61 | 16% | |
Occupation | Company employee | 147 | 38% |
Private business | 55 | 14% | |
Student | 73 | 19% | |
Professional | 25 | 7% | |
Housewife | 11 | 3% | |
Government employee | 23 | 6% | |
Others | 48 | 13% | |
Monthly income | Less than $1000 | 63 | 16% |
$1000–2000 | 21 | 5% | |
$2001–3000 | 110 | 29% | |
$3001–4000 | 83 | 22% | |
More than $4000 | 105 | 27% | |
Period of most recent experience | Within 6 months | 163 | 43% |
Within 6 months~1 year | 84 | 22% | |
Within 1~2 years | 64 | 17% | |
Within 2~3 years | 28 | 7% | |
Over 3 years | 43 | 11% |
Gender | Age | ||||
---|---|---|---|---|---|
Population | Sample | Population | Sample | ||
mean | 0.500 | 0.500 | mean | 0.165 | 0.167 |
variance | 0.034 | 0.007 | variance | 0.006 | 0.017 |
observations | 2 | 2 | observations | 6 | 6 |
correlation | 1 | correlation | 0.869 | ||
df | 1 | df | 5 | ||
t-statistics | −3.97 × 10−16 | t-statistics | −0.055 | ||
p-value | 1 | p-value | 0.958 |
AT | SN | PBC | PP | PSQ | PV | RI | |
---|---|---|---|---|---|---|---|
M_INC | |||||||
Less than $1000 (n = 63) | 3.85 | 3.61 | 3.57 | 3.57 | 3.69 | 3.65 | 3.70 |
$1000–2000 (n = 21) | 3.52 | 3.37 | 3.29 | 3.14 | 3.54 | 3.51 | 3.22 |
$2001–3000 (n = 110) | 3.80 | 3.49 | 3.68 | 3.36 | 3.65 | 3.68 | 3.70 |
$3001–4000 (n = 83) | 3.95 | 3.66 | 3.90 | 3.53 | 3.85 | 3.90 | 3.87 |
Over $4000 (n = 105) | 3.78 | 3.66 | 3.99 | 3.64 | 3.63 | 3.56 | 3.65 |
F-statistics | 1.021 | 0.817 | 3.965 | 2.835 | 1.109 | 2.304 | 1.165 |
p-value | 0.396 | 0.515 | 0.004 | 0.024 | 0.352 | 0.058 | 0.170 |
P_MRE | |||||||
Within 0.5 year (n = 163) | 3.97 | 3.70 | 3.84 | 3.60 | 3.81 | 3.78 | 3.92 |
Within 0.5~1 year (n = 84) | 3.71 | 3.56 | 3.70 | 3.38 | 3.61 | 3.66 | 3.50 |
Within 1~2 years (n = 64) | 3.73 | 3.48 | 3.82 | 3.43 | 3.57 | 3.59 | 3.62 |
Within 2~3 years (n = 28) | 3.77 | 3.52 | 3.49 | 3.39 | 3.70 | 3.63 | 3.56 |
Over 3 years (n = 43) | 3.60 | 3.40 | 3.74 | 3.52 | 3.53 | 3.54 | 3.47 |
F-statistics | 2.214 | 1.173 | 0.937 | 1.292 | 1.820 | 1.104 | 3.199 |
p-value | 0.067 | 0.322 | 0.442 | 0.273 | 0.124 | 0.355 | 0.013 |
A_HR | |||||||
Asia (n = 176) | 3.89 | 3.69 | 3.82 | 3.48 | 3.77 | 3.63 | 3.81 |
Europe (n = 130) | 3.65 | 3.43 | 3.68 | 3.49 | 3.63 | 3.62 | 3.52 |
Americas (n = 65) | 3.77 | 3.55 | 3.70 | 3.56 | 3.47 | 3.65 | 3.58 |
Oceania (n = 11) | 4.42 | 3.91 | 4.15 | 3.58 | 3.97 | 3.67 | 4.27 |
F-statistics | 3.467 | 2.320 | 1.169 | 0.201 | 2.507 | 0.026 | 3.126 |
p-value | 0.016 | 0.075 | 0.321 | 0.896 | 0.059 | 0.994 | 0.026 |
Construct | Item | Factor Loading | AVE | Composite Reliability | Cronbach’s Alpha |
---|---|---|---|---|---|
Attitude | 1. I have a positive perception toward the premium economy class. | 0.889 | 0.769 | 0.971 | 0.906 |
2. I think traveling in premium economy class would be fun. | 0.888 | ||||
3. I think traveling in premium economy class would be relaxing. | 0.850 | ||||
Subjective Norm | 1. My friends or relatives would support my use of premium economy class. | 0.862 | 0.747 | 0.960 | 0.909 |
2. People who are important to me would prefer that I use premium economy class. | 0.860 | ||||
3. People whose opinions I value would prefer that I use premium economy class. | 0.903 | ||||
Perceived Behavioral Control | 1. If I want to use premium economy class, it would be easy. | 0.825 | 0.688 | 0.949 | 0.885 |
2. I have enough resources and knowledge to use premium economy class. | 0.877 | ||||
3. Using premium economy class is not difficult for me. | 0.850 | ||||
Perceived Price | 1. The price of premium economy class is reasonable. | 0.857 | 0.726 | 0.967 | 0.869 |
2. The price of premium economy class is appropriate for my consumption level. | 0.880 | ||||
3. The price of premium economy class is acceptable. | 0.754 | ||||
Perceived Service Quality | 1. The in-flight service (e.g., meals and entertainment) in premium economy class is good. | 0.823 | 0.745 | 0.961 | 0.885 |
2. Premium economy class seats are wide and comfortable | 0.843 | ||||
3. The overall service quality of premium economy class is satisfactory. | 0.870 | ||||
Perceived Value | 1. Premium economy class offers value. | 0.893 | 0.741 | 0.973 | 0.879 |
2. The overall value of premium economy class is high. | 0.854 | ||||
3. I gain more than what I sacrifice from using premium economy class. | 0.795 | ||||
Repurchase Intention | 1. I am willing to use premium economy class again. | 0.901 | 0.810 | 0.971 | 0.943 |
2. I will positively consider repurchasing premium economy class. | 0.945 | ||||
3. I will recommend premium economy class to other people. | 0.917 |
1 | 2 | 3 | 4 | 5 | 6 | 7 | |
---|---|---|---|---|---|---|---|
1. AT | 0.769 | ||||||
2. SN | 0.723 | 0.747 | |||||
3. PBC | 0.496 | 0.394 | 0.688 | ||||
4. PP | 0.179 | 0.202 | 0.263 | 0.726 | |||
5. PSQ | 0.173 | 0.120 | 0.065 | 0.315 | 0.745 | ||
6. PV | 0.292 | 0.230 | 0.114 | 0.406 | 0.616 | 0.741 | |
7. RI | 0.651 | 0.530 | 0.424 | 0.341 | 0.274 | 0.510 | 0.810 |
Hypothesis | Structural Coefficient | t-Value | p-Value | Result |
---|---|---|---|---|
H1: Attitude → Repurchase intention | 0.449 | 4.796 | *** | Supported |
H2: Subjective norm → Repurchase intention | 0.113 | 1.401 | 0.161 | Not supported |
H3: PBC → Repurchase intention | 0.204 | 3.777 | *** | Supported |
H4: Perceived price → Perceived value | 0.306 | 5.864 | *** | Supported |
H5: Perceived service quality → Perceived value | 0.600 | 10.565 | *** | Supported |
H6: Perceived value → Repurchase intention | 0.469 | 11.617 | *** | Supported |
© 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
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Kim, J.H.; Lee, H.C. Understanding the Repurchase Intention of Premium Economy Passengers Using an Extended Theory of Planned Behavior. Sustainability 2019, 11, 3213. https://doi.org/10.3390/su11113213
Kim JH, Lee HC. Understanding the Repurchase Intention of Premium Economy Passengers Using an Extended Theory of Planned Behavior. Sustainability. 2019; 11(11):3213. https://doi.org/10.3390/su11113213
Chicago/Turabian StyleKim, Jun Hwan, and Hyun Cheol Lee. 2019. "Understanding the Repurchase Intention of Premium Economy Passengers Using an Extended Theory of Planned Behavior" Sustainability 11, no. 11: 3213. https://doi.org/10.3390/su11113213
APA StyleKim, J. H., & Lee, H. C. (2019). Understanding the Repurchase Intention of Premium Economy Passengers Using an Extended Theory of Planned Behavior. Sustainability, 11(11), 3213. https://doi.org/10.3390/su11113213