The effect of consumer perceptions towards intention to buy air tickets online in Malaysia

Abstract As the airline industry struggles to be profitable in the face of high operating costs and intense competition, electronic ticketing has emerged to be an effective way to reduce costs. While market research shows an increasing trend among travellers to book air tickets online, they are mostly from advanced nations such as the United States and United Kingdom. Online booking is somewhat lower in Malaysia. To increase online ticket purchases in Malaysia, it is imperative to understand the factors that influence consumers’ buying intention. Academic research remains limited in Malaysia. Therefore, this paper reviews the literature on the main variables influencing online buying intention. It starts with an overview of the airline business environment, and air travellers’ behaviour pertaining to tickets booking. Subsequently, the Technology Acceptance Model and its relevant variables are discussed. Next, the research methodology and conceptual model are presented. Finally, the paper concludes with recommendations for airline companies. Keywords: air tickets, online, intentio

Determining intention to buy air e-tickets in Malaysia

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

Assessment of Perceived Risk in Mobile Travel Booking

Considering the increasing prevalence of smartphones in travel experiences, a relatively low level of mobile booking for travel products suggests the importance of understanding the perceived risk that inhibits mobile consumption behaviours among travellers. Based on responses from an online panel, this study identified the multidimensional facets of perceived risk associated with mobile travel booking, which include time risk, financial risk, performance risk, security risk, psychological risk, physical risk, and device risk. Further, it was identified that there are antecedents that contribute positively (i.e., collection of personal information) and negatively (i.e., consumer innovativeness, trust, and visibility) to perceived risk. Finally, this research estimated the effects of perceived risk on behavioural outcomes, including perceived usefulness, attitudes, and booking intentions. Implications to alleviate or reduce perceived risks are provided