A study on low cost airline website quality dimensions – the impact on perceived information quality and purchase behaviour among air travellers : a case of Airasia Berhad. Maryam Salihah Abdul Ghani and Nurzehan Abu Bakar

Distribution via own website can be considered as the most cost effective online channel. Therefore, many airlines are using website as a tool of distribution channel however they have no clear knowledge of how successful their websites are. This study explores the relationship between the dimensions of website quality and perceived information quality towards purchase behavior among AirAsia passengers. Moreover, this study investigates the most influential website quality dimension that affects perceived information quality and purchase behavior among AirAsia passengers. Quantitative analysis of data obtained through questionnaires based on a model designed by Kim and Niehm (2009) entitled “The Impact of Website Quality on Information Quality, Value, and Loyalty Intentions in Apparel Retailing” and Model of Continued E-commerce by Hernandez, Jimenez and Martin (2010). Questionnaires were distributed to 350 of AirAsia passengers in Klang Valley. Reliability analysis test (Cronbach Alpha), descriptive statistic as well as regression test were used to analyze the data. This study revealed that there is a relationship between Website Quality Dimensions and Purchase Behavior mediated by Perceived Information Quality. Moreover, this study found out that ease of use is the strongest attribute that influences purchase behavior. This study provides airlines companies with needs and wants of the air travelers so that they can influence customers’ perceived information quality and purchase behavior by properly designing their website which can improve their online marketing strategies.