Title: Student's intention to purchase online air tickets of two developing nations: an extended concept of planned behaviour model

Authors: Hitesh Jhanji

Addresses: Mittal School of Business, Lovely Professional University, India

Abstract: This article tries to identify the factors influencing the student intention to purchase online air tickets using the concept of planned behaviour of two developing nations India and Nepal. A survey of 200 students, 100 from India and 100 from Nepal, was carried out at a private university in India. These students use air transport for travelling as students are from different countries and different states. The hypothesis was tested using multiple regression analysis. Empirical findings confirmed that students in India and Nepal are primarily motivated by a desire to save money when purchasing airline tickets. Perceived behavioural control in Nepal and trust in India is the second factor which influences the purchase intention of students. Students' purchase intentions are unaffected by attitudes and subjective norms. The findings can enhance the understanding of airline companies by offering relevant implications from student's perspective in improving marketing strategies and customer services.

Keywords: airlines; purchase intention; online air tickets; developing countries; perceived behavioural control; trust; price saving.

DOI: 10.1504/IJSEM.2023.134108

International Journal of Services, Economics and Management, 2023 Vol.14 No.4, pp.363 - 375

Received: 28 Sep 2022
Accepted: 01 Dec 2022
Published online: 11 Oct 2023 *

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