This study aims to study the factors that affect purchase intention and purchase decision of flight ticket buyers in Malaysia and Taiwan. We examined perceived value, service quality, purchase intention, price, and customer satisfaction that influence on the budget airline ticket purchase intention and purchase decision. Structural equation modeling was used to analyse the data from a total of 635 respondents in Malaysia and Taiwan. The findings indicate that, in the case of acquiring budget airline ticket in Malaysia, service quality, perceived value and price, are more appealing, while only perceived value was preferred by Taiwanese. This study’s result will give an insight into industries related to air transportation services theoretically and practically on how to attract and retain customers of different nationalities to purchase flight tickets. This will allow airline companies, tourism agencies and ticket resellers to perform better marketing activities to attract Malaysian and Taiwanese travellers to purchase their flight tickets. <p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0785/a.php" alt="Hit counter" /></p>

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