Purchase Intention Factors-A Study Of Malaysian Airlines Industry


Jayashree, Sreenivasan and Malarvizhi, Chinnasamy Agamudai Nambi and Mohsen, Shariar (2019) Purchase Intention Factors-A Study Of Malaysian Airlines Industry. In: ICETEAS19, 15-16 Jan 2019, Rajasthan college of engineering for women, Rajasthan, India.

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In this research “factors affecting perceived risk which affect purchase intention, the dependent variable, in an online environment is investigated”. The factors affecting purchase intention are two main independent variables, namely website characteristics and user characteristics. In addition to this, perceived risk and trust play as a mediator between the website characteristics and user characteristics and the purchase intention”. The focus of this research is on Malaysian Airline industry, specifically travel packages offered by them in an online environment. A survey will be conducted with 350 customers who had experience with selected airlines websites. Structural Equation Modeling (SEM) will be carried out for data analysis Enter key words:Purchase Intention,User characteristicsWebsite characteristics.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5601-5689 Accounting. Bookkeeping
Divisions: Faculty of Management (FOM)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 22 Sep 2021 10:32
Last Modified: 22 Sep 2021 10:32
URII: http://shdl.mmu.edu.my/id/eprint/9014


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