The Effect of Technology Acceptance, Electronic Words of Mouth, and Trust on Airlines Ticket Purchase Decision

Reni Dian Octaviani (), Aisyah Rahmawati (), Undang Juju (), Edi Abdurrachman () and Ika Utami Yulihapsari ()

Indonesian Journal of Sustainability Accounting and Management, 2024, vol. 8, issue 2, 504-512

Abstract: This study aims to investigate the impact of technology acceptance (UTAUT) variables, Electronic Word of Mouth (EWOM), and trust on online airline ticket purchasing decisions in Indonesia. A purposive sampling technique was employed to collect data from 253 respondents through an online survey. The study utilized structural equation modeling to analyze the data. The findings reveal that performance expectancy, effort expectancy, facilitating conditions, and EWOM significantly influence online purchase decisions, while social influence has no significant impact. Trust emerges as a critical mediator in the relationship between these variables and purchasing decisions. This study contributes to the understanding of online consumer behavior and provides valuable insights for airline companies and online travel agencies to enhance their strategies. By extending the UTAUT model with EWOM and trust, this research offers a deeper understanding of online airline ticket purchasing behavior in the Indonesian context.

Keywords: EWOM; online airline ticket; online purchase; purchase decision; trust; UTAUT. (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.asianonlinejournals.com/index.php/ijsam/article/view/7050/3079 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aoj:ijsaam:v:8:y:2024:i:2:p:504-512:id:7050

Access Statistics for this article

More articles in Indonesian Journal of Sustainability Accounting and Management from Asian Online Journal Publishing Group
Bibliographic data for series maintained by Sara Lim ().