How motivation,opportunity and ability can drive online airline ticket purchases |
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| Authors: | Enrique Bigné Blanca Hernández Carla Ruiz Luisa Andreu |
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| Institution: | 1. Faculty of Economics, Department of Marketing, Av. Naranjos s/n, 46022 Valencia, Spain;2. Department of Marketing, University of Zaragoza, c/ María de Luna s/n, 50018 Zaragoza, Spain |
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| Abstract: | Despite the resources airlines are devoting to increasing e-commerce, the key drivers of online airline ticket purchases have been little explored. This study analyzes how motivation, opportunity and ability influence patrons’ intentions to purchase tickets online and the features that influence online airline ticket purchases. A sample of online purchasers of airline tickets in Spain is examined. |
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