AIRLINE TICKET E-RESERVATION: ADOPTION AMONG MALAYSIANS
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Date
2011-10
Authors
WANG, CHAN WOOI
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Abstract
The air ticket reservation system has been much revolutionized by the airline
companies through the usage of the Internet and introduction of modem mobile devices. In
Malaysia, most of the airline companies have switched to airline ticket e-reservation system to
reduce company transaction costs, improve business efficiency and exploring possible new
markets. As the users of the airline ticket e-reservation is the main source of revenue for the
airline companies, the users' intention behavior on the system need to be understood further.
This study proposes a mixed model from Technology Acceptance Model (TAM) and trust
model to investigate how the Malaysians develop the intention based on characteristic of trust
and web site user to adopt the airline ticket e-reservation system. The model is tested
empirically by using online questionnaire and is tested on 109 respondents from the internet
users of local social web portal in Malaysia. The result of the study found that the perceived
reputation (p = 0.375, p<0.05) has positive significant influence toward users' level of trust on
the e-reservation system. Additionally, two more variables: perceived trust (~ = 0.240,
p<0.05) and perceived ease of use (~ = 0.272, p<0.05) are found to be significant in
influencing positively on users' intention in adopting the airline ticket e-reservation system.
This shows that perceived ease of use and perceived trust are the two main variables in
influencing the intention of online Malaysians to adopt the e-reservation system. The result of
the study for the intention behavior are managed to be explained by using the mixed model of
Technology Acceptance Model and trust model.
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Keywords
AIRLINE TICKET E-RESERVATION