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Assessing the effect of flight information presentation styles on the usability of airline web booking interface

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  • Liu, Nicole Tsz Yeung
  • Wu, Cheng-Lung

Abstract

Airline websites are expected to become the major channel for flight bookings in the coming decade. Unlike e-commerce websites, airline products are intangible and complex, with varying sales conditions attached. This study aimed at testing the usability of two types of flight search information presentation styles— a text-based and a graphic-based interface—via flight booking experiments in a laboratory environment. Results showed that the graphic-based interface could improve flight booking accuracy with higher user satisfaction. The graphic-based interface was found to be able to reduce flight booking time when the flight booking scenario was simple but was not able to help when a complex flight booking scenario was presented. The graphic-based interface also improved web page browsing efficiency by reducing eye-fixation duration. In addition, users' personal factors, such as booking experience and learning styles, were found to have a significant influence on users’ mental effort during the flight selection stage of booking.

Suggested Citation

  • Liu, Nicole Tsz Yeung & Wu, Cheng-Lung, 2023. "Assessing the effect of flight information presentation styles on the usability of airline web booking interface," Journal of Air Transport Management, Elsevier, vol. 106(C).
    • Handle: RePEc:eee:jaitra:v:106:y:2023:i:c:s0969699722001429
    DOI: 10.1016/j.jairtraman.2022.102323
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    References listed on IDEAS

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    Cited by:

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