Document Type : Research Paper
Authors
Abstract
Today, online purchasing of airline ticket experience substantial growth in Iran in which understanding customer behavior about this technology is necessary for airlines to improve marketing and sales strategies that enable them to retain and attract customers. So, the present study aimed to gain more insight into the most important factors affecting air travelers’ acceptance to use online reservation system of airline ticket. Hence, this paper is application and descriptive–correlation in terms of purpose and methodology. The statistical population includes departure passengers of Mashhad int’l airport in domestic flights of September and sample size calculated for 215 passengers. In addition the data gathered by questionnaire about conceptual model that including trust, price, perceived risk, usefulness and website quality; were analyzed using structural equation analysis and Lisrel8.8 Software. The findings indicate that the three factors namely website quality, usefulness and trust directly and perceived risk indirectly affect the willingness of online shopping. Moreover, significant effect of price on the willingness of air travelers to shop online has not been confirmed.
Keywords
Ahuja, M., Gupta, B., & Raman, P. (2003). An empirical investigation
of online consumer purchasing behavior. Communication of the
ACM, 46 (12): 145–151.
Ajzen, I., & Driver, B. E. (1992). Applied of the theory of planned
behaviour to leisure choice. Journal of Leisure Research, 24 (3):
207–224.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and
predicting social behaviour. Prentice-Hall, Englewood Cliffs, NJ.
Al-maghrabi, T., & Dennis, C. (2009). The driving factors of continuance online shopping: gender differences in behaviour the case of Saudi Arabia. European and Mediterranean Conference on Information Systems, Izmir, Turkey.
Armstrong, G., & Kotler, P. (2000). Marketing: An introduction (5th ed.). Upper Saddle River, New Jersey: Prentice Hall.
Athiyaman, A. (2002). Internet users’ intention to purchase air travel online. Marketing Intelligence and planning, 20 (4): 234-242.
Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on
customer satisfaction and purchase intentions: Evidence from
Chinese online visitors. International Journal of Hospitality
Management, 27: 391–402.
Barnes, S. J., & Vidgen, R. T. (2000). An integrative approach to the
assessment of e-commerce quality. Working Paper. http:// www. webqual.co.uk/ papers / webqualbookshop.pdf.
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation confirmation model, MIS Quarterly, 25 (3): 351-370.
Bigne, E., Hernandez, B., Ruiz, C., & Andreu, L. (2010). How motivation, opportunity and ability can drive online airline ticket purchases. Journal of Air Transport Management, 16: 346- 349.
Buttle, F., & Bok, B. (1996). Hotel marketing strategy and the theory of reasoned action. International Journal of Contemporary Hospitality Management, 8 (3): 5–10.
Chang, M. K., Cheung, W., & Lai, V. S. (2005). Literature derived reference models for the adoption of online shopping. Information & Management, 42: 543–559.
Chen, F. C. Y. (2007). Passenger use intentions for electronic tickets on international flights. Journal of Air Transport Management, 13: 110–115.
Chen, Y. H., Hsu, I. C., & Lin, C. C. (2010). Website attributes that
increase consumer purchase intention: A conjoint analysis. Journal
of Business Research, 63: 1007–1014.
عوامل موثر رفتاری بر پذیرش خرید اینترنتی در صنعت هواپیمایی 43
Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: a study of consumer perceptions. Electronic Commerce Research and Applications, 2: 203–215.
Crego, E. T., & Schiffrin, P. D. (1995). Customer-centered reengineering: remapping for total customer value, Irwin, Burr Ridge, IL.
Cunningham, L.F., Gerlach, J.H., & Harper, M.D. (2005). Perceived risk and the consumer buying process: internet airline reservations. International Journal of Service Industry Management, 16: 357–372.
Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and
user acceptance of information technology. MIS quarterly, 13 (3):
319–340.
Degeratu, M.A., Rangaswamy, A., & Wu, J. (2000). Consumer choice behavior in online and traditional supermarkets: the effects of
brand name, price, and other search attributes. International
Journal of Research in Marketing, 17: 55–78.
Fung, R. K. K., & Lee, M. K. O. (1999). EC-trust (trust in electronic commerce): exploring the antecedent factors. Proceedings of the fifth Americas conference on information systems.
Gefen, D., Karahanna, E., & Straub, D.W. (2003). Trust and TAM in
online shopping: An integrated model. MIS Quarterly, 27 (1): 51-
90.
Ghalandari, K. (2012). The effect of e-service quality on e-trust and e-satisfaction as key factors influencing creation of e-loyalty in e-business context: the moderating role of situational factors. Journal of Basic and Applied Scientific Research, 2 (12): 12847-12855.
Ho, C., & Lee, Y. (2007). The development of an e-travel service quality scale. Tourism Management, 28 (6): 1434-1449.
Hoffman, D. L., Novak, T. P., & Peralta, M. A. (1999). Building consumer trust in online environments: the case for information privacy. Communication of the ACM, 42 (4): 80-85.
Jarach, D. (2002). The digitalization of market relationships in the
airline business: the impact and prospects of e-business. Journal of
Air Transport Management, 8: 115–120.
Kim, J., Jin, B., & Swinney, J. (2009). The role of etail quality, esatisfaction
and e-trust in online loyalty development process.
Journal of Retailing and Consumer Services, 16: 239–247.
Kim, J., Kim, W. J., & Park, S. C. (2010). Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping. Computers in Human Behavior, No. 26, pp. 1208–1222.
Law, R., & Leung, R. (2000). A study of airlines’ online reservation services on the Internet. Journal of Travel Research, 39: 202–211.
44 فصلنامه مطالعات مدیریت گردشگری- شماره 27 - سال نهم - پائیز 93
Lee, M. C. (2009). Predicting and explaining the adoption of online trading: An empirical study in Taiwan. Decision Support Systems, 47: 133–142.
Lin, P. J., (2009). Factors Influencing Purchase Intention for Online Travel Products: Case Study of Taiwanese Consumers. Thesis submitted to the Cardiff School of Management for the degree of Doctor of Philosophy.
Llach, J., Marimon, F., Alonso-Almedia, M., Bernardo, M. (2012). Determinants of online booking loyalties for the purchasing of airline tickets. Tourism Management, No. 35, pp. 23-31.
Lopez-Nicolas, C., & Molina-Castillo, F. J. (2008). Customer
knowledge management and e-commerce: The role of customer
perceived risk. International Journal of Information Management,
28:102–113.
Lu, H. P., Hsu, C. L., & Hsu, H. Y. (2005). An empirical study of the effect of perceived risk upon intention to use online applications. Information management and computer security, 13 (2): 106-120.
Manzari, M. (2008). Intention to use internet reservation systems by Iranian airline passengers. Master Thesis, Lulea University of Technology.
Mao, D. (2010). A study of consumer trust in internet shopping and the moderating effect of risk aversion in Mainland China. An Honours Degree Project, Hong Kong Baptist University. Hong Kong.
Marafie, A. H. (2008). The impact of Demographics, Shopping
Orientations, and Risk Perception on Kuwaiti Consumers, MBA
thesis of Kuwait-Maastricht Business School.
McKnight, D.H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. Journal of Strategic Information Systems, 11 (3-4): 297-323.
Monsuwé, T. B., Dellaert, B., & Ruyter, K. D. (2004). What drives
consumers to shop online? A literature review. International
Journal of Service Industry Management, 15 (1): 102-121.
Mouakket, S., Al-hawari, M. A. (2012). Examining the antecedents of e-loyalty intention in an online reservation environment. Journal of High Technology Management Research, No. 23, pp. 46-57.
Nikhashem, S. R., & Yasmin, F. (2011). Study on customer reception towards online-ticketing in malaysia. eProceedings for international research conference and colloquium.
Nusair, K., & Kandampully, J. (2008). The antecedents of customer satisfaction with online travel services: a conceptual model. European Business Review, 20 (1): 4-19.
عوامل موثر رفتاری بر پذیرش خرید اینترنتی در صنعت هواپیمایی 45
Oliver, R.L., & Bearden, W.O. (1985). Crossover effects in the theory of reasoned action: a moderating influence attempt. Journal of Consumer Research, 12: 324–340.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce:
Integrating trust and risk with the technology acceptance model.
International Journal of Electronic Commerce, 7 (3): 101–134.
Poddar, A., Donthu, N., & Wei, Y. (2009). Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality. Journal of Business Research, 62: 441–450.
Ruiz-Mafe, C., Sanz-Blas, S., & Aldas-Manzano, J. (2009). Drivers and barriers to online airline ticket purchasing. Journal of Air Transport Management, 15: 294–298.
Sam, M. F., & Tahir, N. H. (2009). Website quality and consumer online purchase intention of air ticket. International Journal of Basic & Applied Sciences, 9 (10): 4-9.
Standing, D., & Vasudavan, T. (2000). The impact of Internet on travel industry in Australia. Tourism Recreation Research, 25: 45–54.
Teo, T. S. H., Liu, J. (2007). Consumer trust in e-commerce in the United States, Singapore and China. Omega, No. 35, pp. 22 – 38.
Tsai, H. T., Huang, L., & Lin, C. G. (2005). Emerging e-commerce development model for Taiwanese travel agencies. Information Management, 26 (5): 787–796.
Velocci, L. A. (1995). Southwest to trap Internet for electronic ticketing. Aviation Week and Space Technology, June 16, p. 29.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 3 (27): 425-478.
Voss, G. B., Parasuraman, A., & Grewal, D. (1998). The roles of price, performance, and expectations in determining satisfaction in service exchanges. Journal of Marketing, 62: 46-61.
Wang, T. L., & Tseng, Y. F. (2011). A study of the effect on trust and attitude with online shopping. International Journal of Digital Society, 2 (2): 433-440.
Wen, C., Prybutok, V. R., & Xu, C. (2011). An integrated model for customer online repurchase intention. Journal of computer information systems, 52 (1): 14-23.
Wong, J., & Law, R. (2005). Analysing the intention to purchase on hotel websites: a study of travellers to Hong Kong, Hospitality Management, 24: 311–329.
Yoon, M. G., Yoon, D. Y., & Yang, T. W. (2006). Impact of e-business on air travel markets: Distribution of airline tickets in Korea. Journal of Air Transport Management, 12: 253–260.
46 فصلنامه مطالعات مدیریت گردشگری- شماره 27 - سال نهم - پائیز 93
Yu, S. F. (2008). Price perception of online airline ticket shoppers. Journal of Air Transport Management, 14: 66–69.
Yulihasri., Islam, A., & Daud, A. K. (2011). Factors that Influence Customers’ Buying Intention on Shopping Online. International Journal of Marketing Studies, 3 (1): 128-139.
Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The behavioural consequences of service quality. Journal of Marketing, 60: 31–46.
of online consumer purchasing behavior. Communication of the
ACM, 46 (12): 145–151.
Ajzen, I., & Driver, B. E. (1992). Applied of the theory of planned
behaviour to leisure choice. Journal of Leisure Research, 24 (3):
207–224.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and
predicting social behaviour. Prentice-Hall, Englewood Cliffs, NJ.
Al-maghrabi, T., & Dennis, C. (2009). The driving factors of continuance online shopping: gender differences in behaviour the case of Saudi Arabia. European and Mediterranean Conference on Information Systems, Izmir, Turkey.
Armstrong, G., & Kotler, P. (2000). Marketing: An introduction (5th ed.). Upper Saddle River, New Jersey: Prentice Hall.
Athiyaman, A. (2002). Internet users’ intention to purchase air travel online. Marketing Intelligence and planning, 20 (4): 234-242.
Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on
customer satisfaction and purchase intentions: Evidence from
Chinese online visitors. International Journal of Hospitality
Management, 27: 391–402.
Barnes, S. J., & Vidgen, R. T. (2000). An integrative approach to the
assessment of e-commerce quality. Working Paper. http:// www. webqual.co.uk/ papers / webqualbookshop.pdf.
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation confirmation model, MIS Quarterly, 25 (3): 351-370.
Bigne, E., Hernandez, B., Ruiz, C., & Andreu, L. (2010). How motivation, opportunity and ability can drive online airline ticket purchases. Journal of Air Transport Management, 16: 346- 349.
Buttle, F., & Bok, B. (1996). Hotel marketing strategy and the theory of reasoned action. International Journal of Contemporary Hospitality Management, 8 (3): 5–10.
Chang, M. K., Cheung, W., & Lai, V. S. (2005). Literature derived reference models for the adoption of online shopping. Information & Management, 42: 543–559.
Chen, F. C. Y. (2007). Passenger use intentions for electronic tickets on international flights. Journal of Air Transport Management, 13: 110–115.
Chen, Y. H., Hsu, I. C., & Lin, C. C. (2010). Website attributes that
increase consumer purchase intention: A conjoint analysis. Journal
of Business Research, 63: 1007–1014.
عوامل موثر رفتاری بر پذیرش خرید اینترنتی در صنعت هواپیمایی 43
Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: a study of consumer perceptions. Electronic Commerce Research and Applications, 2: 203–215.
Crego, E. T., & Schiffrin, P. D. (1995). Customer-centered reengineering: remapping for total customer value, Irwin, Burr Ridge, IL.
Cunningham, L.F., Gerlach, J.H., & Harper, M.D. (2005). Perceived risk and the consumer buying process: internet airline reservations. International Journal of Service Industry Management, 16: 357–372.
Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and
user acceptance of information technology. MIS quarterly, 13 (3):
319–340.
Degeratu, M.A., Rangaswamy, A., & Wu, J. (2000). Consumer choice behavior in online and traditional supermarkets: the effects of
brand name, price, and other search attributes. International
Journal of Research in Marketing, 17: 55–78.
Fung, R. K. K., & Lee, M. K. O. (1999). EC-trust (trust in electronic commerce): exploring the antecedent factors. Proceedings of the fifth Americas conference on information systems.
Gefen, D., Karahanna, E., & Straub, D.W. (2003). Trust and TAM in
online shopping: An integrated model. MIS Quarterly, 27 (1): 51-
90.
Ghalandari, K. (2012). The effect of e-service quality on e-trust and e-satisfaction as key factors influencing creation of e-loyalty in e-business context: the moderating role of situational factors. Journal of Basic and Applied Scientific Research, 2 (12): 12847-12855.
Ho, C., & Lee, Y. (2007). The development of an e-travel service quality scale. Tourism Management, 28 (6): 1434-1449.
Hoffman, D. L., Novak, T. P., & Peralta, M. A. (1999). Building consumer trust in online environments: the case for information privacy. Communication of the ACM, 42 (4): 80-85.
Jarach, D. (2002). The digitalization of market relationships in the
airline business: the impact and prospects of e-business. Journal of
Air Transport Management, 8: 115–120.
Kim, J., Jin, B., & Swinney, J. (2009). The role of etail quality, esatisfaction
and e-trust in online loyalty development process.
Journal of Retailing and Consumer Services, 16: 239–247.
Kim, J., Kim, W. J., & Park, S. C. (2010). Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping. Computers in Human Behavior, No. 26, pp. 1208–1222.
Law, R., & Leung, R. (2000). A study of airlines’ online reservation services on the Internet. Journal of Travel Research, 39: 202–211.
44 فصلنامه مطالعات مدیریت گردشگری- شماره 27 - سال نهم - پائیز 93
Lee, M. C. (2009). Predicting and explaining the adoption of online trading: An empirical study in Taiwan. Decision Support Systems, 47: 133–142.
Lin, P. J., (2009). Factors Influencing Purchase Intention for Online Travel Products: Case Study of Taiwanese Consumers. Thesis submitted to the Cardiff School of Management for the degree of Doctor of Philosophy.
Llach, J., Marimon, F., Alonso-Almedia, M., Bernardo, M. (2012). Determinants of online booking loyalties for the purchasing of airline tickets. Tourism Management, No. 35, pp. 23-31.
Lopez-Nicolas, C., & Molina-Castillo, F. J. (2008). Customer
knowledge management and e-commerce: The role of customer
perceived risk. International Journal of Information Management,
28:102–113.
Lu, H. P., Hsu, C. L., & Hsu, H. Y. (2005). An empirical study of the effect of perceived risk upon intention to use online applications. Information management and computer security, 13 (2): 106-120.
Manzari, M. (2008). Intention to use internet reservation systems by Iranian airline passengers. Master Thesis, Lulea University of Technology.
Mao, D. (2010). A study of consumer trust in internet shopping and the moderating effect of risk aversion in Mainland China. An Honours Degree Project, Hong Kong Baptist University. Hong Kong.
Marafie, A. H. (2008). The impact of Demographics, Shopping
Orientations, and Risk Perception on Kuwaiti Consumers, MBA
thesis of Kuwait-Maastricht Business School.
McKnight, D.H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. Journal of Strategic Information Systems, 11 (3-4): 297-323.
Monsuwé, T. B., Dellaert, B., & Ruyter, K. D. (2004). What drives
consumers to shop online? A literature review. International
Journal of Service Industry Management, 15 (1): 102-121.
Mouakket, S., Al-hawari, M. A. (2012). Examining the antecedents of e-loyalty intention in an online reservation environment. Journal of High Technology Management Research, No. 23, pp. 46-57.
Nikhashem, S. R., & Yasmin, F. (2011). Study on customer reception towards online-ticketing in malaysia. eProceedings for international research conference and colloquium.
Nusair, K., & Kandampully, J. (2008). The antecedents of customer satisfaction with online travel services: a conceptual model. European Business Review, 20 (1): 4-19.
عوامل موثر رفتاری بر پذیرش خرید اینترنتی در صنعت هواپیمایی 45
Oliver, R.L., & Bearden, W.O. (1985). Crossover effects in the theory of reasoned action: a moderating influence attempt. Journal of Consumer Research, 12: 324–340.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce:
Integrating trust and risk with the technology acceptance model.
International Journal of Electronic Commerce, 7 (3): 101–134.
Poddar, A., Donthu, N., & Wei, Y. (2009). Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality. Journal of Business Research, 62: 441–450.
Ruiz-Mafe, C., Sanz-Blas, S., & Aldas-Manzano, J. (2009). Drivers and barriers to online airline ticket purchasing. Journal of Air Transport Management, 15: 294–298.
Sam, M. F., & Tahir, N. H. (2009). Website quality and consumer online purchase intention of air ticket. International Journal of Basic & Applied Sciences, 9 (10): 4-9.
Standing, D., & Vasudavan, T. (2000). The impact of Internet on travel industry in Australia. Tourism Recreation Research, 25: 45–54.
Teo, T. S. H., Liu, J. (2007). Consumer trust in e-commerce in the United States, Singapore and China. Omega, No. 35, pp. 22 – 38.
Tsai, H. T., Huang, L., & Lin, C. G. (2005). Emerging e-commerce development model for Taiwanese travel agencies. Information Management, 26 (5): 787–796.
Velocci, L. A. (1995). Southwest to trap Internet for electronic ticketing. Aviation Week and Space Technology, June 16, p. 29.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 3 (27): 425-478.
Voss, G. B., Parasuraman, A., & Grewal, D. (1998). The roles of price, performance, and expectations in determining satisfaction in service exchanges. Journal of Marketing, 62: 46-61.
Wang, T. L., & Tseng, Y. F. (2011). A study of the effect on trust and attitude with online shopping. International Journal of Digital Society, 2 (2): 433-440.
Wen, C., Prybutok, V. R., & Xu, C. (2011). An integrated model for customer online repurchase intention. Journal of computer information systems, 52 (1): 14-23.
Wong, J., & Law, R. (2005). Analysing the intention to purchase on hotel websites: a study of travellers to Hong Kong, Hospitality Management, 24: 311–329.
Yoon, M. G., Yoon, D. Y., & Yang, T. W. (2006). Impact of e-business on air travel markets: Distribution of airline tickets in Korea. Journal of Air Transport Management, 12: 253–260.
46 فصلنامه مطالعات مدیریت گردشگری- شماره 27 - سال نهم - پائیز 93
Yu, S. F. (2008). Price perception of online airline ticket shoppers. Journal of Air Transport Management, 14: 66–69.
Yulihasri., Islam, A., & Daud, A. K. (2011). Factors that Influence Customers’ Buying Intention on Shopping Online. International Journal of Marketing Studies, 3 (1): 128-139.
Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The behavioural consequences of service quality. Journal of Marketing, 60: 31–46.
)