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2010 - Why Some Internet Users Don’t Buy Air Tickets Online (Conclusions…
2010 - Why Some Internet Users Don’t Buy Air Tickets Online
Introduction
According to the study “Internet 2008” (BBVA, 2008), despite the fact that 68.3 per cent of Internet users based their travel services purchase decisions in brick-and-mortar agencies on information they had obtained from the Internet, only 13.5 per cent of Internet users purchased online travel services in 2008.
It is crucial for companies to understand non- purchasing Internet users’ attitudes, perceptions and their online browsing patterns, in order to develop effective strategies to convert them to e-shopping (Rohm and Swaminathan, 2004; Vrechopoulos et al., 2001)
Literature Review
Technology Acceptance Model
H1. The perceived ease of use of Internet for airline ticket purchase positively influences Internet non-purchasers attitude towards buying airline tickets online.
H2. The perceived usefulness of Internet for airline ticket purchase positively influences Internet non-purchasers attitude towards buying airline tickets online.
H3. The perceived ease of use of Internet for airline ticket purchase positively influences the Internet non-purchasers perceived usefulness of Internet for airline ticket purchase.
H4. The Internet non-purchasers perceived usefulness of Internet for airline ticket purchase positively influences the future airline ticket online purchase intention.
H5. Internet non-purchasers attitude towards using Internet for airline ticket purchase positively influences airline ticket online purchase intention.
Theory of Planned Behaviour
H6. Subjective norm positively influences Internet non-purchasers airline ticket online purchase intention.
H7: Perceived control positively influences Internet non-purchasers airline ticket online purchase intention.
Perceived Shopping Risk
In the sphere of electronic transactions, the identified risk dimensions are: performance, psychological, time, social and privacy (Cunningham et al., 2005; Forsythe and Shi, 2003)
H8. Perceived purchase risk has a negative influence on the Internet non-purchasers perceived usefulness of Internet to purchase airline tickets.
H9: Perceived ease of use of Internet to purchase airline tickets has a negative influence on Internet non-purchasers perceived purchase risk.
Trust
H10. Perceived ease of use has a positive influence on Internet non-purchasers trust in online airline travel tickets.
H11. Perceived purchase risk negatively influences Internet non-purchasers online
trust.
H12. Perceived risk has a negative influence on Internet non-purchasers attitude towards airline tickets online shopping.
H13. Online trust in an airline website has a positive influence on Internet non- purchasers attitude towards airline tickets online shopping.
Method
309 non-purchasing Internet users
Internet users in Spain
65% were men and 35% women
A large percentage of the interviewees belong to the age segment between 16 and 34 (67%) and are also medium educated (50.5%) with an above average level of income (55.7%)
multiple item 7-point Likert-type scales.
Conclusions
managers should focus their efforts on attacking the risk dimensions attending to their level of importance instead of wasting resources on the irrelevant ones.
airline managers need to analyze continuously and systematically the factors in the use of airline websites which improve consumer attitude
web sites must not only be designed to be easy to use and provide utilitarian benefits, but shopping must also be fun.
offering the possibility to contact the airline, providing users with information on their consumer rights and personal data protection and on the web site’s security systems
airlines avoiding customers forcing to fill out forms as a prerequisite for obtaining information on the airline web site, letting the consumers decide how they would like to receive information
airlines practice sincerity and transparency in terms of being able to fulfil the commitments and promises made
the airline’s communication policy must be to transmit a message which promotes achievement of objectives which are complementary to those of the consumer and which provide him or her with a greater sense of well- being
considerable investment is needed to provide the resources necessary to improve performance of the tasks and ensure that consumers perceive greater competence and skill in the organisation they are interacting with
advertisements should try to stimulate individual perceptions of what others think about the use of Internet to purchase airline travel tickets
A strategy could be to use the opinion leaders and famous people with whom users can identify to suggest the use of Internet to purchase airline travel tickets.
Future research
A possible future line of research would be to contrast the proposed model with a sample of Internet users who have purchased an airline ticket online in order to analyse whether the results remain valid.
another possible line of research would be to apply the proposed model to a sample of users and non users of this travel service and compare the results obtained.
analyze the interaction among domain specific variables as quality of service of a given airline website, consumer compatibility with online services and post-purchase experience and the variables included in the conceptual model proposed.
