Website Quality and Consumer Online Purchase Intention of Air Ticket

Abstract

Internet application has been used by many firms especially the low-cost airline service providers in supporting their marketing activities. Thus, it is crucial to know whether firms’ website is giving an added advantage that could trigger online purchase intention. In this study, we examine six website quality factors: usability, website design, information quality, trust, perceived risk and empathy as antecedents of online purchase intention of air ticket. A self-administered questionnaire was used and 208 usable responses were collected in Klang Valley, Malaysia areas. Correlations and regressions were used to analyze the data. The findings showed that empathy and trust are the most direct influential factors in predicting online purchase intention. To improve consumers online purchase intention, service providers should provide service with empathy and enhance customers’ trust. The results of study provide a valuable insight on the direct impact of website quality factors towards online purchase intention of air tickets.

Keywords: Online purchase, low-cost airline, website