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Low-cost carriers (LCCs) have matured and influenced the global airline industry with their low fares. Because competitors can easily match prices, however, LCCs find it more challenging to hold on to their market position with this competitive edge. Whereas the low price is an important factor driving sales, it might communicate inferior service quality to customers and limit potential sales increases, particularly under severe market competition. Therefore, this study investigates the factors that moderate the perception of LCCs' services under the low-price condition to avoid this dilemma. We examine two perception-related variables, subjective norms and self-congruence, as moderators of the relationship between customers' purchase intention and service offerings. We find that these moderators negatively influence the positive relationship between purchase intention and service offerings, such as SERVQUAL …