| Summary: | 碩士 === 亞洲大學 === 經營管理學系 === 102 === Nowadays, the airline industry in Vietnam is more and more developing. The market of this industry has a great potentiality because of the huge population and the poor surface transportation infrastructure of Vietnam. The airline needs to know which factors affect customer purchase intention. This research focuses on factors influencing purchase intention and the mediating role of customer satisfaction in VietJet Air, in Vietnam. Quantitative research method was applied in this study. The data was collected from three main regions in Vietnam: the North, the Center, and the South through online questionnaire, then the data was analyzed using Statistical Package for the Social Sciences (SPSS) 20 and Analysis of Moment Structures (AMOS) 20 software. Structural Equation Modeling (SEM) was applied for testing the hypotheses. A total 379 responses were received from email and Facebook. The results of this study indicated that VietJet Air’s customer expectation has a statistically influence on customer satisfaction and customer satisfaction has strong and statistically significant influence on purchase intention. Furthermore, the results also indicated that customer satisfaction mediates the relationship between customer expectation/perceived value and purchase intention in the case of VietJet Air.
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