The purpose of this paper is to propose an approach to the international market segmentation, which provides a comprehensive analysis on how social media platforms affect airline passenger’s adoption of Full Service Carriers (FSC) and Low Cost Carriers (LCC). Based on the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2), the variables that are investigated are Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price-Saving Orientation, and Habit (Independent Variables). The seven independent variables that were applied in this research were used to see their relationship to Behavioral Intention (Dependent Variable) between Full Service Carriers passengers and Low Cost Carrier passengers to identify whether there are differences amongst the two groups.
The data were analyzed to illustrate whether the independent variables influences the dependent variable that allows the comparison between the two differing carriers. The results illustrates that there are significant differences for Performance Expectancy, Effort Expectancy, Hedonic Motivation, Price-Saving Orientation, and Habit towards Behavioral Intention between Full Service Carrier passengers and Low Cost Carrier passengers. However, Social Influence and Facilitating Conditions does not have significant differences towards Behavioral Intention between Full Service Carrier passengers and Low Cost Carrier passengers. According to the results, the imposed marketing strategies for the two carriers have various differences in order to stay competitive in their own way, in the same market segment, which caters to new or existing customers for the benefit of the carrier.
