Website Quality and Consumer Online Purchase Intention of Air Ticket

Mohd Fazli, Mohd Sam and Md Nor, Hayati Tahir (2009) Website Quality and Consumer Online Purchase Intention of Air Ticket. International Journal of Bacis and Applied Sciences , 9 (10). pp. 20-25. ISSN 2227-5053

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Internet application has been used by many especially the low-cost airline service providers in supporting their marketing activities. Thus, it is crucial whether firms' website is giving an added advantage that could trigger online purchase intention. In this study, we examine six website quality factors: usability, website design, information quality, trust, perceived risk and empathy as antecedents of online purchase intention of ari ticket. A selt-administered questionaire was used and 208 usable responses were collected in Klang valley, malaysia areas. Correlations and regressions were used to analyze the data. The findings showed that empathy and trust are the most direct influential factors in predicting online purchase intention. To imporve consumers online purchase intention, service providers should provide service with empathy and enhance costomers' trust. the results of study provide a valuable insight on the direct impact of website quality factors towards online purchase intention of air tickets.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Technology Management and Technopreneurship > Department of Technopreneurship
Depositing User: Assoc. Prof. Dr Md Nor Hayati Tahir
Date Deposited: 20 Apr 2013 15:07
Last Modified: 28 May 2015 03:43
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