 Assessing the effect of flight information presentation styles on the usability of airline web booking interfaceNicole Tsz Yeung Liu and Cheng-Lung Wu Journal of Air Transport Management, 2023, vol. 106, issue C 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. Keywords: Airline website; Online flight booking; Website usability; Eye-tracker; EEG (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jaitra:v:106:y:2023:i:c:s0969699722001429 DOI: 10.1016/j.jairtraman.2022.102323 Access Statistics for this article Journal of Air Transport Management is currently edited by Anne Graham More articles in Journal of Air Transport Management from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.