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Drivers and barriers to online airline ticket purchasing

Ruiz-Mafé, Carla, Silvia Sanz-Blas and Aldás-Manzano, Joaquín
Authors registered in the RePEc Author Service: Joaquín Aldás

Journal of Air Transport Management, 2009, vol. 15, issue 6, 294-298

Abstract: Although online sales of airline tickets are growing, many travellers are still reluctant to use the web as a purchase channel. Given the cost advantages of online sales for airlines, it is useful for them to know the main drivers and barriers affecting the use of the Internet to purchase tickets. This study analyses the influence of risk, perceived usefulness and perceived ease of use on the airline ticket online purchase intention. The results of a survey show that perceived purchase risk and perceived usefulness exercise a direct influence on airline ticket purchasing intentions, while perceived ease of use has an indirect influence through perceived usefulness. Psychological risk, performance risk and privacy risk are the predominant perceived risk dimensions in airline tickets purchase, whereas social risk and time loss risk are negligible.

Keywords: Online tickets; Travel agents; Usefulness; Perceived risk; Airline revenue (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1016/j.jairtraman.2009.02.001

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