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

Dini, Behrooz; Fakharyan, Meysam; Masoomzadeh Zavareh, Abolfazl; Golkaran Mohgadam, Samira

Manuscript ID : JOMM-1909-1608 (R1) Visit : 169 Page: 61 - 78

Article Type: Original Research

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.

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