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Understanding the Effect of Consumer Perceptions on Buying Intention for Air Tickets Online in Malaysia

2018; Volume: 8; Issue: 2 Linguagem: Inglês

10.6007/ijarbss/v8-i2/3883

2308-3816

Kwee-Fah Lee, Ahasanul Haque, Suharni Maulan,

Consumer Behavior and Marketing Influence

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.