A Causal Correlation Model of the Artificial Intelligence Acceptance towards Marketing Performance of Thai Airlines


  • Natesiri Ruangariyapuk


Artificial Intelligence Acceptance, Marketing Performance, Thai Airline


This research has been approved for the human ethics. The aims of the research were 1) to study the level of acceptance in artificial intelligence of Thai National Airlines, 2) to study marketing performance of Thai National Airlines, and 3) to study a causal relationship model of artificial intelligence acceptance of Thai National Airlines. This quantitative research collected the data from 310 Thai National Airlines’ passengers. The questionnaire as a research instrument was tested with its validity of 0.67 and confidence level of 0.937. It was found that overall the respondents accepted the artificial intelligence at a high level (M = 3.97). The developed causal relationship model of artificial intelligence acceptance towards marketing performance of Thai National Airlines was congruent with the empirical data. The causal relationship model showed that the artificial intelligence acceptance had a direct effect on the marketing and the interaction between genders and occupations which influenced the marketing performance at a statistically significant level of 0.05. The airlines should accelerate the policy of using artificial intelligence (AI) in order to provide immediate service for the rapid growth of the passengers’ demands after Covid-19 becomes endemic and to increase the international competitiveness of Thai National Airlines.   


Aboelmaged. 2014. “Predicting e-readiness at firm-level: An analysis of technological, organizational and environmental (TOE) effects on e-maintenance readiness in manufacturing firms”. International Journal of Information Management. Vol. 34. No. 5. 639 - 651.

ADPT. 2020. Digital Transformation in Airline Business: Digital Twins, AI, Cloud and Drone. Retrieved February 10, 2020 from https://www.adpt.news/2018/02/20/thai-airways-microsoft-chatbot-digital-transformation/

Ahmad, Rahim, Bakar and Mohamed. 2014. Social media adoption and its impact on firm performance: the case of the UAE. Article (PDF Available). International Journal of Entrepreneurial Behavior and Research.

Arifin, Z. and Frmanzah. 2015. The Effect of Dynamic Capability to Technology Adoption and its Determinant Factors for Improving Firm's Performance; Toward a Conceptual Model. Procedia - Social and Behavioral Sciences. Vol. 207. 786 - 796.

Azadegan, A. and Teich, J. 2010. "Effective benchmarking of innovation adoptions: A theoretical framework for e-procurement technologies". Benchmarking: An International Journal. Vol. 17. No. 4. 472 - 490. Retrieved January 30, 2020 from https://doi.org/10.1108/14635771011060558

Baker, Jeffrey P. 2012. The Technology–Organization–Environment Framework. ResearchGate. Information Systems Theory. 231 – 245. University of Hamburg. Germany.

Barney, J. 1991. Firm resources and sustained competitive advantage. Journal of Management. Vol. 17. No. 1. 99 – 120.

Big Data Thailand. 2022. 5 ways airlines use artificial intelligence (Airlines Artificial Intelligence) to increase work efficiency. from https://bigdata.go.th/movements/5-ways-airlines-use-artificial-intelligence-to-improve-operations/

CAAT. 2021. Air transport statistics report Quarter 4 of the year 2021. Retrieved July 30, 2020 from https://www.caat.or.th/wp-content/uploads/2022/02/รายงานสถิติการขนส่งทางอากาศ-ไตรมาสที่-4-ประจำปี-2564.pdf

Chong, S. and Bauer, C. 2000. A model of factor influences on Electronic Commerce adoption and diffusion in small-and medium-sized enterprises. PACIS 2000 Proceedings. 23.

Das, Majumdar, Chakrabarti and Chakrabarti. 2013. Study of the chemical evolution and spectral signatures of some interstellar precursor molecules of adenine, glycine and alanine. New Astronomy. Vol 20. 15 - 23. Retrieved January 30, 2020 from https://doi.org/10.1016/j.newast.2012.09.002

Dedrick, J. and West, J. 2004. An exploratory study into open source platform adoption. 37th Annual Hawaii International Conference on System Sciences, 2004. Proceedings of the IEEE. 10.

Diamantopoulos and Siguaw. 2000. Introducing Statistical Methods. SAGE Publications, Ltd. Online pub. DOI: https://doi.org/10.4135/9781849209359

Domingos, P. 2016. Naczelny Algorytm: Jak jego odkrycie zmieni nasz świat. Helion, Gliwice.

Eid and El-Gohary. 2013. The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction. Journal Tourism Management. Vol. 46. 477 - 488.

El-Gohary. 2012. Factors affecting E-Marketing adoption and implementation in tourism firms. Journal Tourism Management. Vol. 33. No. 5. 1256 - 1269.

Gao and Kotabe. 2011. “Market orientation and performance of export ventures: The process through marketing capabilities and competitive advantages”. Journal of the Academy of Marketing Science. Vol. 39 No. 2. 252 - 269.

Garrison, KA., Zeffiro,TA., Scheinost D., Constable, RT. and Brewer, JA. 2015. Meditation leads to reduced default mode network activity beyond an active task. PMID: 25904238 PMCID: PMC4529365. DOI: 10.3758/s13415-015-0358-3

Hair, J. et al. 2010. Multivariate data analysis. 7th ed. Upper saddle River. New Jersey: Pearson Education International.

Helsen, K. 2009. The SAGE Handbook of International Marketing. London: SAGE Publications Ltd.

Homburg and Totzek. 2011. Preismanagement auf B2B-Märkten. Journal: Preismanagement auf Business-to-Business-Märkten. ISBN: 978-3-8349-1559-7. 13 - 69.

Hoogland, J. J. and Boomsma, A. 1998. Robustness studies in covariance structure modeling: An overview and a meta-analysis. Sociological Methods and Research. Vol. 26. 329 –367.

Huang, G. et al. 2006). Extreme learning machine: Theory and applications. Neurocomputing. Vol. 70. No. 1 – 3. 489 - 501. Retrieved April 30, 2020 from https://www.sciencedirect.com/science/article/abs/pii/S0925231206000385

Ireland, R.D. and Webb, J.W. 2007. Strategic entrepreneurship: creating competitive advantages through stream of innovation. Business Horizon. Vol. 50. 49 – 59.

Johnson, G., Scholes, K. and Fréry and F. 2002. Exploring Corporate Strategy. 6th Edition. Harlow Pearson Education Limited. Joreskog, K. G. and Sorbom, D. 1993. Lisrel 8: Structural Equation Modeling with the Simplis command language. Chicago: Software International. 26.

Karanja, A., Shisanya, C. and Makokha, GL. 2014. Exploring future changes in smallholder farming systems by linking socio-economic scenarios with regional and household models. Global Environmental Change. Vol. 24. 165 - 182.

Kom Chad Luek. 2020. Open the world map. Look at the national strategy "Artificial Intelligence". Retrieved April 30, 2023 from https://www.komchadluek.net/news/regional/339925

Markides. 1997. Strategic Innovation. Article in Sloan management review. Vol. 38. No. 4. Retrieved: April 30, 2020 from https://www.researchgate.net/publication/40962577_Strategic_Innovation

McIlwraith, D., Marmanis, H. and Babenko, D. 2017. Inteligentna sieć. Algorytmy przyszłości. Helion 2nd Edition. Gliwice. 27.

Mingsakul, P. 2023. Generative AI: A World-Changing Technology. Retrieved April 30, 2023

from https://www.krungsri.com/en/research/research-intelligence/generative-ai-2023

Ministry of Higher Education, Science, Research and Innovation. 2023. AI-Thailand-Annual-2023. Retrieved April 30, 2023 from https://ai.in.th/wp-content/uploads/2023/08/AI-Thailand-Annual-2023-1.pdf

Mosawi et al. 2016. Exploring the Potential of Mobile Applications to Support Learning and Engagement in Elementary Classes. Human-Computer Interaction: Concepts, Methodologies, Tools, and Applications. 13.

Neil, Morgan A., Vorhies, Douglas W., Mason and Charlotte, H. 2009. Market orientation, marketing capabilities, and firm performance. Wiley Online Library. Retrieved January 30, 2020 from https://doi.org/10.1002/smj.764

Oliveira, T. and Martins, M.F. 2011. “Literature Review of Information Technology Adoption Models at Firm Level”. The Electronic Journal of Information Systems Evaluation. Vol. 14. No. 1. 110 - 121.

Oliveira, T., Thomas, M. and Espadanal, M. 2014. “Assessing the determinants of cloud computing Adoption: An analysis of the manufacturing and services sectors”. Information and Management. Vol. 51. No. 5. 497 - 510.

Pattanasan, K. 2022. "Alternative Way of Survival" Direction and Trend of Aviation Industry. Aviation Seminar. Panyapiwat Institute of Management. July 25, 2022.

Poonpanich, N. 2022. Factors Affecting Baby Boomers’ Attitudes Towards the Acceptance of Mobile Network Providers’ AI Chatbot. An Independent Study Submitted. Degree of Master of Science Technology Management College of Innovation Thammasat University Academic Year 2022. 11 - 12.

Prasitrathasin, S. 2008. Research Methodology of social science. 12th edition. Bangkok: Fuengfu Printing. Sumit Suwan.

Riddell and Song. 2012. Challenges facing European labor markets: Is a skill upgrade the appropriate instrument. Google Scholar. Retrieved February 10, 2021 from https://scholar.google.co.th/scholar?q=riddell+%26+song+2012+referenceandhl=enandas_sdt=0andas_vis=1andoi=scholart

Rogers, E. M., ed. 1976. Communication and development: Critical perspectives. Thousand Oaks. CA: Sage Publications. Republished in 1982.

Rogers, E. M., ed. 1995. Diffusion of Innovations. 4th Ed. New York: Free Press.

Rogers, E. M. 2003. Diffusion of innovations. 5th edition. New York: Free Press.

Ruangariyapuk, N. et al. 2020. The Perception of Artificial Intelligence (AI) Low-Cost Airline’s Mobile Application Reducing the Exposure for a New Normal. The 9th National Academic Conference of Rajabhat Village Chom Bueng Research. (ICIIM 2021).

Russell and Norvig. 2016. Artificial Intelligence: A Modern Approach. 2nd Edition. Publisher: Prentice Hall.

Saris, W.E. and Strenkhorst, L. H. 1984. Causal modeling non experimental research: An Introduction to the lisrel approach. Dissertation Abstract International. Vol. 47. No.7.

Schillewaert, N. and Ahearne, M. 2001. The effect of information technology on salesperson performance. Google Scholar Articles. Retrieved February 10, 2020 from https://scholar.google.co.th/scholar?hl=enandas_sdt=0%2C5andas_vis=1andq


Suppawan. 2018. How did you start implementing AI in your organization? Ready to get to know the type of machine learning. Retrieved October 28, 2020 from https://techsauce.co/tech-and-biz/how-to-apply-ai-with-your-business

Surry, D.W. and Farquhar, J.D. 1997. Diffusion theory and instructional technology. Journal of Instructional Science and Technology. Vol. 2. No. 1.

Surry, D. W., Ensminger, D. C. and Jones, M. 2002. A model for integrating instructional

Technology into higher education. In Validity and Value in Education Research, 2002. Annual Meeting: American Educational Research Association. New Orleans. LA. 15 April. doi:10.1111/j.1467-8535.2005.00461.x

TechRadar. 2017. Artificial Intelligence Technologies, Q1 2017. AI Technologies Will

Augment Your Enterprise Applications, Amplify Your Intelligence, And

Unburden Your Employees. Retrieved April 30, 2021 from https://www.forrester.com/report/TechRadar+Artificial+Intelligence+Technologies +Q1+2017/-/E-RES129161

Tech Talk Thai. 2021. Deciphering the “Airport of the Future”, the big problem in driving Thai airports to world-class level. Retrieved June 21, 2023 from https://www.techtalkthai.com/decode-airport-of-the-future-problem-a-huge-field-of-scrambles-guest-post/

Teece, D. 1997. The multinational enterprise. Journal of International Business Studies. Vol. 45. 8 - 37.

Tesla. 2016. Tesla Model S Review. Retrieved January 30, 2020 from https://cars.usnews.com/cars-trucks/tesla/model-s/2016

Tornatzky and Fleischer. 1990. The Processes of Technological Innovation. Lexington Books. Lexington. MA.

Uber. 2016. 2016 Data Security Incident. Retrieved April 30, 2021 from https://www.uber.com/newsroom/2016-data-incident/

Wang, W., Wang, Y. and Liu, E. 2016. The stickiness intention of group-buying websites: The Integration of the commitment–trust theory and e-commerce success model. International Journal of Information Management. Vol. 53. 625 - 642.

Wiratchai, N. 2008. Research and indicators of morality and ethics. Bangkok: Promotion and Development Center moral power of the land (Moral Center). Office of Knowledge Management and Development. (Public Organization).

Wu, C.H., Van Riggelen, J., Yetil, A., Fan, A.C., Bachireddy, P. and Felsher, D.W. 2007. Cellular senescence is an important mechanism of tumor regression upon c-Myc inactivation. RESEARCH ARTICLE. Vol. 104. No. 32. 13028 - 13033.






บทความวิจัย (Research Article)