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Uncertainty mitigation in online ticketing purchase: The moderating effect of analytics information

Author

Listed:
  • Han, So Yeon
  • Chang, Younghoon
  • Wong, Siew Fan
  • Chong, Hon Qui
  • Lee, Sangman

Abstract

The process of purchasing air tickets is often hovered with much uncertainties. Such uncertainties are introduced by complex pricing strategies and algorithms used by airline companies which vary ticket price based on dates, time of purchase and different routes selected. In order to reduce perceived uncertainties among consumers, agents such as Kayak.com try to present analytics information to assist consumer decision-making. This study seeks to understand the effect of analytics information on consumers' perceived uncertainty and decision to purchase airline tickets. Survey data will be collected from online air ticket buyers. Structural equation modeling technique will be used to analyze the data. Based on the results, we will suggest academic and practical implications.

Suggested Citation

  • Han, So Yeon & Chang, Younghoon & Wong, Siew Fan & Chong, Hon Qui & Lee, Sangman, 2015. "Uncertainty mitigation in online ticketing purchase: The moderating effect of analytics information," 2015 Regional ITS Conference, Los Angeles 2015 146315, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itsr15:146315
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    References listed on IDEAS

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    Keywords

    Business Analytics; Uncertainty Mitigation; Online ticket purchase; Trust; Perceived Behavioral Control; Information Quality;
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