Factors Affecting Consumers' Attitude and Intention toward Online Airline Ticketing

Yong, Fah Foo @ Michael Yong (2015) Factors Affecting Consumers' Attitude and Intention toward Online Airline Ticketing. Doctoral thesis, Asia e University.

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Abstract

The internet and advancement of information technology have radically altered the ways consumers perform many everyday activities and brought about changes to the workings of the travel industry in terms of the provision of services. Along with this paradigm shift is the changing consumer purchasing habits when it comes to buying their airline tickets. Consumers now have the option of buying online. Design/methodology/approach/findings- This cross sectional study undertaken to examine the casual relationships between the various constructs. Data collection was through questionnaire survey. Conceptual Model incorporated the Theory of reasoned action (TRA), Theory of planned behaviour (TPB) and Technology acceptance model (TAM) and Intuition to examine causal relationships between the independent variables and dependent variables and for hypotheses testing. Current study found amongst others, constructs such as control, convenience, price, trust, security and the new construct, value for money had no impact on consumers' attitude and intention but PU and PEOU are still significant and subject norms, education and income levels have significant impact on consumers' attitude and intention and that behavioural control affects the intention of consumers. Limitations of research and directions for future research- Limitations included; not considering factors that may influence consumers and business such as pandemic diseases and terrorism threats. Incorporating two constructs of basic TAM might have some drawbacks, and issues associated with choice of location for conducting the questionnaire surveys.

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