Factors affecting the purchase of airline tickets online

• Main Authors: Nguyen Thi Hang, 阮氏姮
• Other Authors: 梁直青
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/gck77d

碩士 === 國立虎尾科技大學 === 企業管理系經營管理碩士班 === 104 === New information and communication technologies have been playing an important role in modern social life, that are still involving with upcoming innovations of new technology as well as the continued adaptation of older ones, specially the apparition of the Internet. They are changing the way how we live, work, play, travel and other aspects of our lives. Particularly, the Internet is changing the way companies conduct business with their consumers who are increasingly expecting faster and better service, more time saving and convenience. E-commerce has been becoming an inevitable trend in the Internet era and playing an important role in modern society. This study intends to measure consumers’ satisfaction and intention to purchase airline tickets online. The primary objective of this research is to investigate factors that influence customers on purchasing airline ticket online and then it may explain the customer behavior when choosing airline ticket online. Secondary objective is to determine which factors are the most important in their decision making or which factors are mostly concerned by them. Findings might help airline companies understand their customers’ behavior. By dint of that, their airline storefronts can make improvements and modifications, hence ensuring the satisfaction of potential customers and conversing visitors into buyers then can attract more and more passengers. Equally importance, the study aims at introducing a business model of electronic tickets via the Internet not only in the field of the flights but also the reference for enterprises who want to build and develop e-ticket for train, booking tour, hotel, movie, music concert and other forms of online shopping. Consequently, the study employs the SERVQUAL and the Expectation Confirmation Theory (ECT) to investigate what impacts people to buy airline ticket online and validate the framework. The result shown that the reliability and validity of all the variables are good and accepted. The result also indicated that there is a significant positive relationship between Customer Satisfaction and Purchase Intention; familiarly between Promotion, Security, Convenience, Expectation, and Confirmation to the Customer Satisfaction in the purchase of airline tickets online. The sample used in this study was 503 respondents with method purposive judgment sampling. The study uses quantitative approach with collecting the data based on a survey. Literature review will be carried out to find out the proposed research model. Then, a data analysis method including Exploratory Factor Analysis and Confirmatory Factor Analysis, then Regression was used to help to identify the research findings.