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Determining intention to buy air e-tickets in Malaysia

Kwee-Fah, Lee and Haque, Ahasanul and Maulan, Suharni and Abdullah, Kalthom (2019) Determining intention to buy air e-tickets in Malaysia. Management Science Letters, 9 (6). pp. 933-944. ISSN 1923-9335

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Struggling airlines can save cost and improve profits by selling tickets online. While global sales of air e-tickets have grown over time, they are mostly from advanced nations. In developing markets like Malaysia, e-ticket sales are substantially lower. Hence, this study sets out to examine the factors that determine consumers’ intentions to buy air e-tickets. The factors include the disadvantage and advantage of buying air e-tickets, represented by perceived risk and perceived usefulness, respectively. The results show that Malaysian consumers’ perceptions of risk outweigh the perceived usefulness of e-ticketing, and negatively affect intentions to buy air e-tickets. Perceived risk also has a negative effect on perceived usefulness, making usefulness insignificant to buying intention online. These findings imply that for Malaysian consumers, perceived risk far outweighs perceived usefulness where intention to buy air e-tickets is concerned. © 2019 by the authors; licensee Growing Science, Canada.

Item Type: Article (Journal)
Additional Information: 5056/72693
Uncontrolled Keywords: Perceived risk, Airline E-tickets, Intention, Online
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD9000 Special industries and trades
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Economics and Management Sciences
Depositing User: Prof. Dr Ahasanul Haque
Date Deposited: 18 Jun 2019 11:28
Last Modified: 17 Dec 2019 11:57
URI: http://irep.iium.edu.my/id/eprint/72693

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