How Consumers' Opinions Affect Their Decision to Buy Airline Tickets Online in Bangladesh

Abstract

Airline companies operate in a highly competitive environment and face high operational costs. Electronic ticketing has become an effective way to reduce costs and improve efficiency. While online airline ticket purchases are common in developed countries, adoption in Bangladesh remains relatively low. Understanding the factors that influence consumers’ intention to buy airline tickets online is therefore important. Guided by the Technology Acceptance Model (TAM), this study examines the effects of perceived usefulness and perceived ease of use on consumers’ intention to purchase airline tickets online in Bangladesh. Data were collected through an online survey of 80 internet users and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that perceived usefulness has a significant positive effect on buying intention and fully mediates the relationship between perceived ease of use and buying intention. However, perceived ease of use does not directly influence buying intention. These findings suggest that airline companies should focus on improving the usefulness of their online booking platforms to increase online ticket purchases. Future studies are encouraged to include additional factors such as demographic characteristics and trust to enhance understanding of online buying behaviour.