A website’s perceived credibility is a critical issue for consumers when making an online purchase. In general, customers prefer not to purchase items on websites until they feel confident in their credibility. This is critical for Egyptian users as they perceive a high level of risk when internet shopping in Egypt. Perceptions of the credibility of websites vary based on an individual’s unique attributes and experiences (Lazar, Meiselwitz & Feng, 2007), and thus it seems logical that factors derived from one context might not be equally important for users in other contexts. Credibility is a crucial especially for airlines because booking airline ticket entails the disclosure of more personal and financial information than any other online transaction. Airline companies need to consider how they should improve the websites to make them credible for consumers.
This study sought to develop an integrated model for the credibility of airline websites. The study had several aims. First, it aimed to explore the antecedents of airline website credibility as perceived by Egyptian online users. Second, it aimed to explore the extent to which users’ perceptions of website credibility is affected by their residence in an online-based country such as the UK compared with a face-to-face-based country such as Egypt. Third, it aimed to explore the relative importance of the antecedents of airline website credibility for Egyptian users and determine the relationship between Egyptian users’ demographics and perceptions of these antecedents. Fourth, by combining study finding, the study aimed to conceptualize a framework linking the antecedents of airline website credibility in the Egyptian context with the relationship between users’ perceptions of these antecedents and their demographics.
To achieve the above objectives, this qualitative study adopts an interpretive approach mixed methods under the interpretive approach. An exploratory sequential strategy, in which 20 semi-structured interviews preceded a survey phase involving 200 respondents, was conducted to achieve the research objectives.
The antecedents affecting perceptions of the credibility of airline websites were identified as a combination of factors related to the online presence of the airline company, factors related to the physical presence of the airline company and infrastructure factors in Egypt. The findings also highlighted the fact that credibility antecedents are not all of equal importance for Egyptians. The findings also revealed that Egyptians who reside in Egypt perceive the credibility of airline websites differently from Egyptians who reside in the UK. The age, gender, income, education and internet experience of users was found to impact on perceptions of the credibility of airline websites.
The main contribution of this study is to enhance the understanding of the credibility of airline websites. This is important because there is inconclusive evidence about website credibility, especially with regard to airline websites
