Factors influencing customer's purchase intention in buying online flight ticket in Ho Chi Minh city
Abstract
Date: January, 2016
Course: Thesis
Author: Tran Minh Nam – BABAIU11200
Advisor: PhD. Ho Thi Bich Van
Title: Factors influcencing customer’s purchase intention in buying online flight
ticket in Ho Chi Minh City
Introduction: Nowadays, technology appears everywhere and it affects strongly to people’s life. Especially, after the appearance of the Internet, it changes totally the ways that people interact each other. The Internet has created a new world of trade – Electronic Commerce, where people can easily trade any goods and services at anywhere without coming to sale points. Vietnamese easily get used to many benefits of the Internet and E-Commerce, however, in some field, the Internet cannot replace the traditional approach. Despite of many efforts of airlines to encourage customers to buy online tickets such as diversifying payment methods, low-cost offers…, the numbers of customers that buy online tickets are still too low when comparing with buy offline tickets. Thus, this study tries to measure factors influencing the purchase intention of customer in buying online airline tickets in Ho Chi Minh City.
Problem: “What are main factors influencing customer’s purchase intention in buying online flight ticket in Ho Chi Minh City?”
Purpose: The main objective of this study is to identify which factors influencing intention of customer to buy online flight tickets in Ho Chi Minh City. This could help rank the importance of factors in customer’s buying decision.
Method: The study is a qualitative research, data collected by both online and offline surveys. There are 308 valid responses in this research. The model were designed based on TAM Model and Perceived Risk Theory.