“…The stronger the intention, the more likely the behavior will be performed. Further, TPB has been used previously to explain behavior in the transportation domain (Bamberg, Ajzen and Schmidt, 2003;Chaney, Bernard and Wilson, 2013;Schniederjans and Starkey, 2014;Chen et al, 2016). If intention to purchase can predict if customers will purchase ancillary services, then airlines do not need to rely on actual purchase data, providing airlines the freedom to collect intention data from various sources.…”