العوامل المؤثرة فی شراء المستهلکین المصریین لتذاکر الطیران عبر الإنترنت

Abstract

In spite of the rapid growth of online purchasing of travel services, the Egyptian consumer's behavior still varies between using offline and using online purchasing methods. This study aims to explore the factors that affect Egyptians' intention to purchase airline tickets via the internet. The study developed a conceptual framework to determine the relationship between such factors and said intention. Data were collected from 318 individuals via a self-administrated questionnaire. results showed that perceived usefulness, perceived ease of use, trust toward a third party, price value, attitude, trust towards the internet, subjective norm, social influence, and reliability have a significant positive effect on the intention to purchase online. These results would help to define the factors affecting the buying behavior and technology acceptance of the Egyptian consumer, in the field of air travel. The implications of the study could be used by marketers to help users make decisions related to online purchases and to encourage technology adoption.