An Analysis of Purchage Intentions for Airline Ancillary Services in Seat Selection across Passenger Segments

The airline industry is under continuous financial pressure due to various external economic environments and shifting competitive landscapes. Consequently, the development and sales of ancillary service products have transitioned from being optional to an absolute necessity. In this context, this study analyzes the purchase intention for ancillary services, specifically focusing on preferred seating products. Furthermore, the study segments passenger characteristics to conduct a comparative analysis of purchase intention differences between groups. For the empirical analysis, data were collected and analyzed from 263 passengers departing via Incheon International Airport. The results indicate significant differences in purchase intention across segmented passenger groups regarding "Extra Legroom" seats and "Seat Blocking" services. Based on these findings, this study provides practical suggestions for the development of airline ancillary services.