Moderating effect of privacy concerns and subjective norms between satisfaction and repurchase of airline e-ticket through airline-ticket vendors

Chih Chin Liang*, Wen Lung Shiau

*Corresponding author for this work

Research output: Contribution to journalJournal Article peer-review

57 Scopus citations

Abstract

One example of the rapid growth in E-commerce in the Internet era is the use of the Internet to make airline e-ticket (AET) purchases. Companies selling airline tickets must promote tickets in this fiercely competitive e-commerce environment. However, customers are concerned about the privacy of online transactions, and the effects of these privacy concerns on customer repurchase intention of AET are still unclear. Moreover, subjective norms are a critical issue in the Internet era because customer purchase intention is affected by the comments of others. The objective of this study was to investigate the moderating effects of privacy and subjective norms on the relationship between customer satisfaction and AET repurchase intention. A survey of 504 experienced customers showed that privacy has significant negative moderating effects on the relationship between customer satisfaction and AET repurchase intention while subjective norms have significant positive moderating effects. The implications of the survey results are discussed, and managerial suggestions for increasing AET repurchase intention are also given.

Original languageEnglish
Pages (from-to)1142-1159
Number of pages18
JournalAsia Pacific Journal of Tourism Research
Volume23
Issue number12
DOIs
StatePublished - 02 12 2018
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2018, © 2018 Asia Pacific Tourism Association.

Keywords

  • PLS-SEM
  • Repurchase intention
  • airline e-tickets
  • airline-ticket vendor
  • moderating effect
  • online transaction
  • privacy concerns
  • satisfaction
  • subjective norms
  • travel agent

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