Determining intention to buy air e-tickets in Malaysia
Abstrak
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, respec-tively. The results show that Malaysian consumers’ perceptions of risk outweigh the perceived use-fulness 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.
Topik & Kata Kunci
Penulis (4)
Kwee-Fah Lee
Ahasanul Haque
Suharni Maulan
Kalthom Abdullah
Akses Cepat
- Tahun Terbit
- 2019
- Sumber Database
- DOAJ
- DOI
- 10.5267/j.msl.2019.2.009
- Akses
- Open Access ✓