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Drivers and barriers to online airline ticket purchasing

Author

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  • Ruiz-Mafé, Carla
  • Sanz-Blas, Silvia
  • Aldás-Manzano, Joaquín

Abstract

Although online sales of airline tickets are growing, many travellers are still reluctant to use the web as a purchase channel. Given the cost advantages of online sales for airlines, it is useful for them to know the main drivers and barriers affecting the use of the Internet to purchase tickets. This study analyses the influence of risk, perceived usefulness and perceived ease of use on the airline ticket online purchase intention. The results of a survey show that perceived purchase risk and perceived usefulness exercise a direct influence on airline ticket purchasing intentions, while perceived ease of use has an indirect influence through perceived usefulness. Psychological risk, performance risk and privacy risk are the predominant perceived risk dimensions in airline tickets purchase, whereas social risk and time loss risk are negligible.

Suggested Citation

  • Ruiz-Mafé, Carla & Sanz-Blas, Silvia & Aldás-Manzano, Joaquín, 2009. "Drivers and barriers to online airline ticket purchasing," Journal of Air Transport Management, Elsevier, vol. 15(6), pages 294-298.
    • Handle: RePEc:eee:jaitra:v:15:y:2009:i:6:p:294-298
    DOI: 10.1016/j.jairtraman.2009.02.001
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    Cited by:

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    2. Seyed Rajab Nikhashemi & Farzana Yasmin & Ahasanul Haque & Ali Khatibi, 2011. "Study on Customer Perception towards Online-Ticketing in Malaysia," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 2(6), pages 03-13, September.
    3. Heiets, Iryna & La, Jiezhuoma & Zhou, Wenhui & Xu, Shaoxin & Wang, Xingyue & Xu, Yuchen, 2022. "Digital transformation of airline industry," Research in Transportation Economics, Elsevier, vol. 92(C).
    4. Crespo-Almendros, E. & Del Barrio-García, S., 2016. "Online airline ticket purchasing: Influence of online sales promotion type and Internet experience," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 23-34.
    5. Eunmin (Min) Hwang & Yen-Soon Kim & Hyo Geun Song, 2023. "Airline Passengers’ Willingness to Reserve Inflight Meals Online and Their Willingness to Pay for Meal Upgrades: The Case Study of U.S. Students," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    6. Vanja Simicevic & Bozidar Jakovic & Josip Jezovita, 2013. "Perceived Barriers to E-commerce: Empirical Evidence from EU Countries," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 11(1), pages 123-130.
    7. Nathalie Peña-García & David van der Woude & Augusto Rodríguez-Orejuela, 2022. "Recommend or Not: Is Generation the Key? A Perspective from the SOR Paradigm for Online Stores in Colombia," Sustainability, MDPI, vol. 14(23), pages 1-16, December.
    8. Jeng, Shih-Ping & Lo, Min-Fang, 2019. "Lowest price guarantees on airline websites: Perceived believability, perceived value, and purchase intentions," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 85-91.
    9. Yuzong Zhao & Hui Wang & Zhen Guo & Mingli Huang & Yongtao Pan & Yongrui Guo, 2022. "Online Reservation Intention of Tourist Attractions in the COVID-19 Context: An Extended Technology Acceptance Model," Sustainability, MDPI, vol. 14(16), pages 1-17, August.
    10. Wang, Weidi & Tang, Ou & Huo, Jiazhen, 2018. "Dynamic capacity allocation for airlines with multi-channel distribution," Journal of Air Transport Management, Elsevier, vol. 69(C), pages 173-181.
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