In 2016, low-cost carrier (LCC) passengers represented 53% of the all airline passengers in Southeast Asia, with new aircraft deliveries in 2017 expected to increase by 11%. In Thailand, LCCs in 2016 represented 44.9% of all passengers through Thailand's 6 major airports, which represented 54.7 million passengers out of a total of 122 million air travelers. Competition however amongst the LCCs has become fierce, with fare reductions being a common tactic to fill seats. This study, therefore, developed a questionnaire which included 58 items on passenger characteristics, the LCC service marketing mix, service quality, passenger expectations, and LCC competitiveness along with their 18 related observed variables. Multistage random sampling was employed to obtain 320 passenger respondents who were departing on either Thai AirAsia, Thai Lion Air, Thai Smile, or Nok Air from one of Bangkok's two main airports. Results determined that the service marketing mix plays the most important role in an LCC's competitiveness.

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The purpose of the study is to measure the mediating relationship of online buying intentions between Narcissism, Materialism, and brand experience and their effect on luxury purchase behavior of luxury items by Phuket, Thailand customers. The study has used primary data collection techniques to gather data and used purposive sampling to analyze the data. The sample size pf the study is 250 respondents who prefers to buy luxury items. The research has used Smart PLS software to measure the relationship through bootstrapping and algorithms. The study has found significant positive mediation of online buying intentions between narcissism, materialism and brand experience and their effect on luxury purchase behavior of luxury items. This study suggests the theoretical and practical implications toward luxury purchase behavior in managerial, policy makers and researcher perspective. This study also discussed the future directions and limitations.