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1.

E-WOM and airline e-ticket purchasing intention: Mediating effect of online passenger trust Pages 2729-2740 Right click to download the paper Download PDF

Authors: Alaeddin Mohammad Khalaf Ahmad, Mohammad Abuhashesh, Zaid Obeidat, Marwa Jehad AlKhatib

DOI: 10.5267/j.msl.2020.4.037

Keywords: E-WOM, e-ticket Purchasing Intention, Online trust, Airline industry

Abstract:
The continues growth of online network is visible and obvious which extend the impact of electronic word of mouth (E-WOM) on different online platforms that has dramatically increased. Subsequently consumer buying decision will be affected as well. Online trust is a significant factor here due to its role in influencing airline e-ticket purchasing intention. The purpose of this research is to investigate the role of online trust on mediating the relationship between e-WOM and airline e-ticket purchasing intention. The online research questionnaire survey technique was used in this research to examine the dimensions on E-WOM, online trust, and purchasing intention on airline e-ticket purchasing intention towards 311 respondents. Purposive sampling techniques was used in this research and structural equation modeling was used to test the research hypotheses. The study results confirm that E-WOM has an impact on online trust and airline e-ticket purchasing intention. The findings of this research provide valuable information to future researchers and airline companies’ marketers and managers who employ on booking system, also it is useful for individuals to pay more attention on the credibility of E-WOM and whether or not they should trust the source.
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Journal: MSL | Year: 2020 | Volume: 10 | Issue: 12 | Views: 5349 | Reviews: 0

 

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