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Understanding the determinants of users’ continuance intention to buy low-cost airline flights online

Understanding the determinants of users’ continuance intention to buy low-cost airline flights... Low-cost carriers’ (LCC) worldwide market share is gaining momentum. This paper aims to propose using the expectation confirmation model (ECM) combined with brand awareness and image, website quality and visual appeal to evaluate the continuance use intention of low-cost airlines (LCA) websites.Design/methodology/approachThe empirical approach was based on an online survey of 272 individuals collected in Portugal. The data were analyzed using structural equation modeling.FindingsBrand awareness, brand image and satisfaction are the variables that best explain continuance intention. The leftover constructs can empirically explain ECM.Originality/valueThis study seeks to understand the significance of brand awareness and image, website quality and visual appeal in LCA websites’ confirmation and continuance use intention. Understanding the influence on confirmation and long-term viability, strategies based on these conclusions are proposed for LCC companies to better promote consumers’ continuance use intention. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

Understanding the determinants of users’ continuance intention to buy low-cost airline flights online

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References (61)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
eISSN
1757-9880
DOI
10.1108/jhtt-12-2020-0316
Publisher site
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Abstract

Low-cost carriers’ (LCC) worldwide market share is gaining momentum. This paper aims to propose using the expectation confirmation model (ECM) combined with brand awareness and image, website quality and visual appeal to evaluate the continuance use intention of low-cost airlines (LCA) websites.Design/methodology/approachThe empirical approach was based on an online survey of 272 individuals collected in Portugal. The data were analyzed using structural equation modeling.FindingsBrand awareness, brand image and satisfaction are the variables that best explain continuance intention. The leftover constructs can empirically explain ECM.Originality/valueThis study seeks to understand the significance of brand awareness and image, website quality and visual appeal in LCA websites’ confirmation and continuance use intention. Understanding the influence on confirmation and long-term viability, strategies based on these conclusions are proposed for LCC companies to better promote consumers’ continuance use intention.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Apr 21, 2022

Keywords: Continuance use intention; Expectation confirmation model (ECM); Low-cost carrier (LCC); Brand; Website; 继续使用意向; 预期确认模型(ECM); 低成本航空公司(LCC); 品牌; 网站

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