Determinants of Online Ticket Purchase Behavior: An Empirical Study of Ethiopian Airlines

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Addis Ababa University


The objective of this research paper is to identify the determinants of Online ticket purchase Behavior in Ethiopian Airlines .To achieve the objective, a structured questionnaire was developed. The questionnaire that had a five- point Likert scale: from strongly disagree to strongly agree was administered to systematically selected 384 passengers at Addis Ababa Bole International Airport. Data were analyzed quantitatively and qualitatively. For quantitative analysis: descriptive statistics - Frequency, mean and standard deviation and inferential statistics - correlation, regression and ANOVA were used.In the study, perceived ease of use, perceived usefulness, perceived convenience and perceived trust were analyzed to see their impact on online ticket purchase Behavior of Ethiopian Airlines passengers. The research findings clearly indicated that the customers’ online ticket purchase behavior is significantly affected by perceived trust, perceived usefulness and perceived ease of use .According to the study , the effect of convenience on online ticket purchase is not significant . Moreover it showed that Ethiopian Airlines’ passengers have trust on the airline’s website and considerit useful and easy to use .Therefore the researcher suggested that the airline should work more on the weak areas that need to be taken care in order for Ethiopian to increase the number of online ticket booking passengers. Lastly, a further research would benefit the industry if done by addressing the limitation of this study, i.e., by increasing the sample size and including other airlines passengers as well



Online ticket purchase behavior, Ethiopian Airlines, perceived trust