Analysis of online travel market segmentation based on behavioral intention factors with TALC model in Jakarta

The market of online travel, particularly online airline ticket, has potential to grow continuously in Indonesia. However, the pre-test results showed that the mainstream market has not had a strong behavioral intention to buy airline ticket online. This study aims to determine the factors that significantly affect consumer behavioral intention to buy airline ticket online and to know the consumer segmentation of online airline ticket according to Technology Adoption Life Cycle (TALC) model. Data were collected by distributing questionnaires to 100 respondents in Jakarta and analysed using linear regression analysis, cluster analysis, and cross-tabulation. The results showed that there were 13 factors having significant effect on consumer behavioral intention to buy airline ticket online, and had acquired 4 segments in the market of online airline ticket named Explorer, Pacemaker, Partaker, and Pursuer based on the thirteen behavioral intention factors, ages, and daily internet usage.