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Determining intention to buy air e-tickets in Malaysia

2019; Growing Science; Linguagem: Inglês

10.5267/j.msl.2019.2.009

1923-9343

Kwee-Fah Lee, Ahasanul Haque, Suharni Maulan, Kalthom Abdullah,

Technology Adoption and User Behaviour

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.