Analyzing customers’ perceived risks in electronic tickets of airline companies based on technology acceptance model (Case study: Iran Airline Company)

Subject Areas : Jounal of Marketing Management

Behrooz Dini ¹ , Meysam Fakharyan ² , Abolfazl Masoomzadeh Zavareh ³ , Samira Golkaran Mohgadam ⁴

1 - Researcher, Institute of Business Studies and Research, Tehran, Iran
2 - Member of Young and Elite Researchers Club, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran
3 - Assistant Professor, Institute for Business Studies and Research, Tehran, Iran
4 - Faculty Member, Institute of Business Studies and Research, Tehran, Iran

Received: 2019-09-01 Accepted : 2019-11-09 Published : 2018-12-22

Keywords: perceived ease of use, Airline company, Perceived Risk, perceived usefulness, Purchase Intention,

Abstract :

Objective: Todays with the development of information technology, it is observed an increasing tendency towards internet purchase accept by the airlines passengers. According to the nature of ticket purchase through internet, some customers perceived a degree of risk. Perceptions of customers about risk and negative consequences of purchasing a product/service is an important determinant of customer behaviors because of its influence on their decisions. Accordingly, this research has tried to analyze perceived risks of customers in purchasing electronic ticket of airlines according to technology acceptance model. Our model was developed by related literature. Methodology: Data was collected by a questionnaire and hypotheses were analyzed by SPSS 18 and AMOS 16. Statistical population includes all internet customers of Iran Air Company who have used its e-booking system. To collect data, 286 customers were selected. Reliability was analyzed by Cranach’s alpha. After factor analysis, all constructs was approved and remained. Findings: Based on the structural analysis, the proposed model was supported. According to findings: a) perceived risks (financial, functional, time, privacy, psychological and social) leads to lessen perceived usefulness of purchasing airline ticket, b) perceived ease of use of purchasing airline ticket leads to lessen perceived risks (financial, functional, time, privacy, psychological and social), d) perceived ease of use of purchasing airline ticket has a positive impact on purchase intention, and e) perceived usefulness of purchasing airline ticket has a positive impact on purchase intention. Conclusion: The study found that perceived risk (with functional, financial, time, privacy, psychological, and social dimensions) diminishes the perceived usefulness of purchasing airline tickets. In addition, the perceived ease of use of airline ticket purchases reduces perceived risk (functional, financial, time, privacy, psychological and social) to customers.

References:

حدادیان، ع.ر. و باقریه، ا.ح. (1393). "بررسی عوامل تعیین‌کننده در تمایل به خرید اینترنتی بلیت شرکت‌های هواپیمایی. فصلنامه تحقیقات بازاریابی نوین، 4 (1)، صص. 137-152.

 

خدمتگذار، ح.ر.، حنفی‌زاده، پ. و کیانپور، ر. (1389). "نقش ابعاد ریسک ادراک شده مشتریان بانک‌ها در پذیرش بانکداری اینترنتی در ایران"، فصلنامه علوم مدیریت ایران، 5 (20)، صص. 49-68.

 

خلیلی، ف. (1392). "پایان‌نامه کارشناسی ارشد، دانشگاه آزاد اسلامی ‌واحد شاهرود"، دانشکده ادبیات و علوم انسانی.

 

غفاری آشتیانی، پ.، زنجیردار، م. و شعبانی، ر. (1391). "بررسی تأثیر اعتماد و ریسک ادراک شده بر پذیرش خدمات بانکداری اینترنتی در بین مشتریان بانک‌های شهرستان اراک"، مجله مدیریت بازاریابی، 2 (16): صص. 39-61.

 

Alsajjan, B. & Dennis, C. (2010). “Internet banking acceptance model: Cross-market examination”, Journal of Business Research, Vol. 63(2), PP. 957-963.

 

Brown, G. (2008). “Interpersonal traits and the technology acceptance model: applying the interpersonal circumplex model as a nomological net for understanding user perceptions within human-to-computer interaction”, Journal Information and Operations Management, Vol. 18(3), PP. 239-254.

 

Cunningham, L.F., Gerlach, J.H. & Harper, M.D. (2005). “Perceived risk and the consumer buying process: internet airline reservations”, International Journal of Service Industry Management, Vol. 16(23), PP. 357-372.

 

Eriksson, K., Kerem, K. & Nilsson, D. (2009). “Customer Acceptance of Internet Banking in Estoni”, working paper, PP. 1-32.

 

Featherman, M. & Pavlou, P. (2003). “Predicting e-services adoption: A perceived risk facets perspective”, International Journal of Human-Computer Studies, Vol. 59(23), PP. 451-474.

 

Giovanis, A.N., Binioris, S. & Polychronopoulos, G. (2012). “An extension of TAM model with IDT and security/privacy risk in the adoption of internet banking services in Greece”, EuroMed Journal of Business, Vol. 7(1), PP. 24-53.

 

Harridge-March, S. (2006). “Can the building of trust overcome consumer perceived risk online?”, Marketing Intelligence and Planning, Vol. 24(7), PP. 746-761.

 

Hernandez-Ortega, B. (2011). “The role of post-use trust in the acceptance of a technology: Drivers and consequences”, Technovation, Vol. 31(3), PP. 523-538.

 

Kesharwani, A. & Bisht, S. (2012). “The impact of trust and perceived risk on internet banking adoption in India”, International Journal of Bank Marketing, Vol. 30(4), PP. 303-322.

 

Koury, S. & Yang, K. (2010). “Factors affecting consumer’s responses to mobile advertising from a social norm theoretical perspective”, Telematics and Informatics, Vol. 27(3), PP. 105-118.

 

Lee, F.H. & Wu, W.Y. (2011). “Moderating effects of technology acceptance perspectives on e-service quality formation: Evidence from airline websites in Taiwan”, Expert Systems with Applications, Vol. 38(4), PP. 7766-7773.

 

Lee, K.W., Tsa, M.T. & Lanting, M.C.L. (2011). “From marketplace to marketspace: Investigating the consumer switch to online banking”, Electronic Commerce Research and Applications, Vol. 10(3), PP. 115-125.

 

Lee, Y., Kosar, K. & Larsen, K. (2004). “The Technology Acceptance Model: past, present, and future”, Communication of the Assoctiation information systems, Vol. 12(43), PP. 755-756.

 

Lifen, A., Stuart, Z., Philippa, H.L. & Goode, M. (2008). “Perceived risk and Chinese consumers' internet banking services adoption”, International Journal of Bank Marketing, Vol. 26(7), PP. 505-525.

 

Martinsa, C., Oliveiraa, T. & Popovic, A. (2014). “Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application”, International Journal of Information Management, Vol. 34(11), PP. 1-13.

 

Shih, Y. & Fang, K. (2004). “The use of a decomposed theory of planned behavior to study Internet banking in Taiwan”, Internet Research, Vol. 14(3). PP. 213-223.

 

Venkatesh, V., Brown, S.A., Maruping, L.M. & Bala, H. (2008). “Predicting different conceptualization of system use: The competing roles of behavioral intention”, facilitating conditions, and behavior expectation, MIS Quarterly, Vol. 32(3), PP. 483-502.

 

Yang, Q., Pang, C., Liu, L., Yen d, D.C. & Tarn, M. (2015). “Exploring consumer perceived risk and trust for online payments: An empirical study in China’s younger generation”, Computers in Human Behavior, Vol. 50(3), PP. 9-24.

 

Zhao, A.L., Koenig-Lewis, N., Hanmer-Lloyd, S. & Ward, P. (2010). “Adoption of internet banking services in China: is it all about trust?”, International Journal of Bank Marketing, Vol. 28(1), PP. 7-26.