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- Title
Determinants of Intention to Purchase Online Airline Ticket.
- Authors
Hadadian, Alireza; Mashhadi, Amirhossein Bagherieh
- Abstract
Nowadays development of information technology has caused online shopping continuously gain more acceptance by travelers that make airlines caring about factors affecting online ticket purchasing. Therefore, this paper is an attempt to analyze the model of intention to online airline ticket purchasing according to trust, subjective norms, perceived risk, satisfaction and ease of use criteria. The statistical population of the research includes departure passengers of Mashhad international airport in the domestic flights of September 2013 and the sample size calculated for 215 passengers. Data collected by questionnaire that has appropriate validity and reliability. In addition, Structural Equation Model (SEM) and LISREL 8.8 software are used to analyze the hypothesis. The results show that higher satisfaction and trust lead to more intention for online airline ticket purchasing. Moreover, perceived risk and ease of use have indirect effect on intention for online purchasing by trust and satisfaction and it is not support significant relationship between subjective norms and intention for online airline ticket purchasing.
- Subjects
AIRLINE tickets; INFORMATION technology research; CUSTOMER satisfaction research; STRUCTURAL equation modeling; TRUST
- Publication
New Marketing Research Journal, 2014, Vol 4, Issue 1, p9
- ISSN
2228-7744
- Publication type
Article