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

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.