Determinants Of Online Ticket Purchase Behavior An Empirical Study Of Ethiopian Airlines

The objective of this research paper is to identify the determinants of Online ticketrnpurchase Behavior in Ethiopian Airlines .To achieve the objective, a structuredrnquestionnaire was developed. The questionnaire that had a five- point Likert scale: fromrnstrongly disagree to strongly agree was administered to systematically selected 384rnpassengers at Addis Ababa Bole International Airport. Data were analyzedrnquantitatively and qualitatively. For quantitative analysis: descriptive statistics -rnFrequency, mean and standard deviation and inferential statistics - correlation,rnregression and ANOVA were used.In the study, perceived ease of use, perceivedrnusefulness, perceived convenience and perceived trust were analyzed to see their impactrnon online ticket purchase Behavior of Ethiopian Airlines passengers. The researchrnfindings clearly indicated that the customers’ online ticket purchase behavior isrnsignificantly affected by perceived trust, perceived usefulness and perceived ease of usern.According to the study , the effect of convenience on online ticket purchase is notrnsignificant . Moreover it showed that Ethiopian Airlines’ passengers have trust on thernairline’s website and considerit useful and easy to use .Therefore the researcherrnsuggested that the airline should work more on the weak areas that need to be takenrncare in order for Ethiopian to increase the number of online ticket booking passengers.rnLastly, a further research would benefit the industry if done by addressing the limitationrnof this study, i.e., by increasing the sample size and including other airlines passengersrnas well

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