文章基本信息

标题：Understanding the Effect of Consumer Perceptions on Buying Intention for Air Tickets Online in Malaysia
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作者：Kwee-Fah Lee ; Ahasanul Haque ; Suharni Maulan 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2018
卷号：8
期号：2
页码：415-431
DOI：10.6007/IJARBSS/v8-i2/3883
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Airline companies face high operational costs and fierce competition. For them, electronic ticketing has become an effective way to save costs. Although market studies indicate an upward trend among travellers to buy air tickets online, it is mostly from advanced nations like the United States and United Kingdom. In Malaysia, buying online is somewhat lower. To increase internet booking in Malaysia, it is important to understand the factors that influence buying intention of consumers. However, there is limited academic research in Malaysia. Based on the Technology Acceptance Model, this study investigates the effect of perceived ease of use and perceived usefulness on online buying intention for air tickets. The data was collected online and analysed statistically. Results from the study indicate that perceived usefulness has a significant positive relationship with buying intention, and that perceived usefulness fully mediates the relationship between perceived ease of use and buying intention. In contrast, no significant relationship was found between perceived ease of use and buying intention online. Hence, perceived usefulness has a greater effect on buying intention than perceived ease of use. It is recommended that future research also examine the effect of demographic factors on buying intention for air tickets online.