Motivation Factors Influencing Thai Customers’ Repurchase Intention in Thai Domestic Air Transportation Service During the Covid-19 Pandemic

Abstract

This study investigates the factors affecting Thai domestic air transportation repurchase intention during the Covid-19 pandemic. An online survey was conducted to examine the influence of push motivation, pull motivation, attitude, subjective norm, and perceived behavioral control on repurchase intention among Thai domestic air travelers. The sample included male and female tourists with varying education and income levels. Data was analyzed using multiple regression analysis, independent sample t-tests, and one-way ANOVA. The results revealed that push motivation and perceive behavioural control positively influenced repurchase intention. However, pull motivation, attitude and subjective norm did not show a significant relationship with repurchase intention when analyzed using multiple regression, the study found significant differences in subjective norm across gender, and there is no significant different among the income level. The findings contribute to both theoretical and practical knowledge, shedding light on the factors affecting travelers' repurchase intentions during the pandemic and providing valuable information for developing marketing strategies and crisis management in the tourism industry. Limitations of the study include its focus on Thai travelers, online survey methodology, and data collection during the pandemic, which may limit the generalizability of the results. Future research should explore other variables affecting repurchase intention, such as customer trust, perceived risk, travel restrictions, and customer service quality.