Airline E-ticket online purchase intention among university student / Mazlina Mahdzar ... [et al.]

Mahdzar, Mazlina and Sham, Aida Kamilia Khairom Azlin and Akib, Fauzan Azim and Mohmad Isa, Iffah Dayana and Hassan Basri, Nur Syarfa’ (2021) Airline E-ticket online purchase intention among university student / Mazlina Mahdzar ... [et al.]. Advances in Business Research International Journal, 7 (2): 6. pp. 53-60. ISSN 2462- 1838

Abstract

Purchasing products and services via online is an important way of doing business for many tourism and hospitality intermediaries and travel operators. This study aims to examine the relationship linking students perspective of cognitive factors and their intentions to purchase online airline e-ticket from online travel agencies. Using convenience sampling, a total of 302 survey questionnaires were distributed to hospitality and tourism students in UiTM via google form. 245 responses were received and used for data analysis. Regression results revealed that two cognitive factors have significant relationships with students intentions to purchase airline e-ticket online. These include perceived risks and web security. Of these two attributes, web security have the most significant impact on students intentions to purchase airline e-ticket online. The study provides insights to online travel operators on the factors to concentrate in improving their services to customers as well as assist them in boosting their sales in the future and to achieve customer loyalty.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Mahdzar, Mazlina
nina@uitm.edu.my
Sham, Aida Kamilia Khairom Azlin
UNSPECIFIED
Akib, Fauzan Azim
UNSPECIFIED
Mohmad Isa, Iffah Dayana
UNSPECIFIED
Hassan Basri, Nur Syarfa’
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Business and Management
Journal or Publication Title: Advances in Business Research International Journal
UiTM Journal Collections: UiTM Journal > Advances in Business Research International Journal (ABRIJ)
ISSN: 2462- 1838
Volume: 7
Number: 2
Page Range: pp. 53-60
Keywords: Online Travel Agency, airline e-ticket, online purchase intention, university students, cognitive factors
Date: 2021
URI: https://ir.uitm.edu.my/id/eprint/52935
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