Determinants of Online Ticket Purchase Behavior: An Empirical Study of Ethiopian Airlines
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Date
2016-06
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Addis Ababa University
Abstract
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
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Keywords
Online ticket purchase behavior, Ethiopian Airlines, perceived trust