Internet users’ intention to purchase air travel online: an empirical investigation

Abstract

It is recognised in marketing that the study of buyer behaviour includes analysis of instrumental acts: that is, acts necessary in obtaining the goal object and the acts involved in consuming it. A technology that eases the difficulty level of instrumental acts such as visiting a purchase outlet to purchase a product is the Internet. Technically, the Internet minimises customer’s transaction costs such as time spent travelling to a store to purchase a product. Yet, in spite of its benefits, only one‐in‐four Internet users shop online. An empirical analysis of surveyed beliefs, attitudes, and intentions regarding Internet purchase of air tickets revealed that security concerns about the Internet make consumers avoid online purchase of air tickets. It is suggested that Internet marketers focus on modifying the attitudinal structure of consumers.

Citation

Athiyaman, A. (2002), "Internet users’ intention to purchase air travel online: an empirical investigation", Marketing Intelligence & Planning, Vol. 20 No. 4, pp. 234-242. https://doi.org/10.1108/02634500210431630