Abstract

VHUKEYA, Moses Moshe; DE JAGER, Johan W  and  ROUX, Therese A. Factors influencing consumers' attitude toward online shopping for airline tickets. JCMAN [online]. 2024, vol.21, n.1, pp.25-46. ISSN 1815-7440.  http://dx.doi.org/10.35683/jcman1056.237.

PURPOSE OF THE STUDY: Due to the increase in Internet usage, the e-commerce industry has been booming as more consumers shop online. The purpose of this study is to determine the factors that influence consumers' decision to shop online for airline tickets. DESIGN/METHODOLOGY/APPROACH: A survey method was used to collect data from 200 airline ticket shoppers. The data were analysed via the Exploratory Factor Analysis and Multi-Regression Analysis. FINDINGS: This study found that contrary to earlier studies in online shopping, the ease-of-use of websites and price are not primary drivers of consumers shopping online. The usefulness and convenience of shopping online are, however the key drivers of airline tickets shopping online. Another key finding is that privacy and security no longer deter consumers to shop for airline tickets online RECOMMENDATIONS/VALUE: This study adds both theoretical and practical contributions for e-commerce practitioners and airline companies as it revealed that it is important to add more useful features to their e-commerce websites and applications to increase airline ticket sales online. MANAGERIAL IMPLICATIONS: To provide superior customer service, airline companies need to provide customers with useful features on their websites in a convenient way. Therefore, frequent monitoring of the consumers' expectations of the convenience of online websites and applications is compulsory for continuous success in the airline industry. JEL CLASSIFICATION: L81, L93

Keywords : Convenience; Ease-of-use; Online shopping; Pricing; Privacy; Technology Acceptance Model; Usefulness.

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