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

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Dini Behrooz; Fakharyan Meysam; Masoomzadeh Abolfazl; Golkaran Samira

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2019 | Volume:13 | Issue:41 Page(s): 61-78

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Title

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

Author(s)

Dini Behrooz | Fakharyan Meysam | Masoomzadeh Abolfazl | Golkaran Samira | Issue Writer Certificate

Keywords

Perceived riskQ1

Perceived usefulnessQ1

Perceived ease of useQ1

Purchase intentionQ1

Airline companyQ1

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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APA: Copy

Dini, Behrooz, Fakharyan, Meysam, Masoomzadeh, Abolfazl, & Golkaran, Samira. (2019). Analyzing customers’ perceived risks in electronic tickets of airline companies based on technology acceptance model (Case study: Iran Airline Company). JOURNAL OF MARKETING MANAGEMENT, 13(41 ), 61-78. SID. https://sid.ir/paper/218832/en

Vancouver: Copy

Dini Behrooz, Fakharyan Meysam, Masoomzadeh Abolfazl, Golkaran Samira. Analyzing customers’ perceived risks in electronic tickets of airline companies based on technology acceptance model (Case study: Iran Airline Company). JOURNAL OF MARKETING MANAGEMENT[Internet]. 2019;13(41 ):61-78. Available from: https://sid.ir/paper/218832/en

IEEE: Copy

Behrooz Dini, Meysam Fakharyan, Abolfazl Masoomzadeh, and Samira Golkaran, “Analyzing customers’ perceived risks in electronic tickets of airline companies based on technology acceptance model (Case study: Iran Airline Company),” JOURNAL OF MARKETING MANAGEMENT, vol. 13, no. 41 , pp. 61–78, 2019, [Online]. Available: https://sid.ir/paper/218832/en

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