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Factors affecting on Iranian customers' acceptance towards e-ticketing provided by airlines
2007 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Using internet as a new channel for providing different services is growing rapidly, but it’s clear that focusing only on technology can’t lead the business to be successful. The key point of success business is still focusing on the customers and using new opportunities of rapid technological changes. Since the anxiety of customers' adoption / rejection of offering old services based on new technology is considerable, understanding what factors are important for customers to adopt these new services is the challenge for researchers and service providers. The objective of this research is to gain better understanding of the factors affecting on e-ticketing adoption of Iranian customers. Since the adoption of e-ticketing can be explained with an intention based model, we developed the model based on Theory of Planned Behavior to explain the effect of different factors on e-ticketing intention. Then the model tested with two surveys. Data collected from 132 passengers indicates that Attitude, Subjective norms and perceived usefulness significantly affect on Iranian customers’ intention to purchase e-ticket and Perceived risk has negative significant effect on intention to use e-ticketing. Also the result provides support for the effect of Trust, Perceived risk and perceived usefulness on attitude toward using e-ticketing. Data collected from 120 IT professionals show that attitude and perceived usefulness has significantly effect on intention to use e-ticketing and perceived usefulness has effect on IT professionals’ attitude to use e-ticket. The implications are noteworthy for both researchers and practitioners.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Theory of Planned behavior, e-ticketing, airlines, Trust, perceived usefulness, Perceived risks
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-42008ISRN: LTU-PB-EX--07/047--SELocal ID: 01494b38-c598-4b57-ab01-12fe57075ad4OAI: diva2:1015224
Subject / course
Student thesis, at least 30 credits
Educational program
Electronic Commerce, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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