Determining intention to buy air e-tickets in Malaysia
Struggling airlines can save cost and improve profits by selling tickets online. While global sales of air e-tickets have grown over time, they are mostly from advanced nations. In developing markets like Malaysia, e-ticket sales are substantially lower. Hence, this study sets out to examine the fac...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English English |
| Published: |
Growing Science
2019
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/72693/ http://irep.iium.edu.my/72693/ http://irep.iium.edu.my/72693/ http://irep.iium.edu.my/72693/1/72693_Determining%20intention%20to%20buy%20air%20e-tickets.pdf http://irep.iium.edu.my/72693/2/72693_Determining%20intention%20to%20buy%20air%20e-tickets_SCOPUS.pdf |
| Summary: | Struggling airlines can save cost and improve profits by selling tickets online. While global sales of air e-tickets have grown over time, they are mostly from advanced nations. In developing markets like Malaysia, e-ticket sales are substantially lower. Hence, this study sets out to examine the factors that determine consumers’ intentions to buy air e-tickets. The factors include the disadvantage and advantage of buying air e-tickets, represented by perceived risk and perceived usefulness, respectively. The results show that Malaysian consumers’ perceptions of risk outweigh the perceived usefulness of e-ticketing, and negatively affect intentions to buy air e-tickets. Perceived risk also has a negative effect on perceived usefulness, making usefulness insignificant to buying intention online. These findings imply that for Malaysian consumers, perceived risk far outweighs perceived usefulness where intention to buy air e-tickets is concerned. © 2019 by the authors; licensee Growing Science, Canada. |
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