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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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Kolsaker, Lee-Kelly and Choy (2004) also stated that convenience is mentioned as the key online buying driver resulting from factors such as availability to shop at home 24hr /7 days a week, usability, speed and time savings, provision of delivery services by suppliers and information capacity. There is also an empirical study done by Delafrooz, Paim and Khatibi (2011) that concluded that there was a significant and positive relationship between convenience and attitude toward online shopping since online shopping is more convenient comparing to shopping in-store.

Convenience as the important variable that had been proven by the study that there is a positive relationship between perceived convenience of the e-ticketing and the consumer's intention towards online e-ticketing. Based on the previous foreign literature there are distinctive recognitions towards the relationship with consumers' intention to buy tickets online. However, it is necessary to examine whether convenience will affect consumers' intention on purchasing e-ticket online for airline industry.

Upon introduction of the technology of e-commerce, many consumers were concern about their credit card information to be given out due to the possibility of getting hacked. The consumers could hardly predict that the intended party would not use their personal data to different purpose. This is one of the reasons why security is always questionable among consumers' intention of using e-ticketing.

 According to Allred, Smith & Swinyard, 2006; Paynter & Lim, 2001, customers would only prefer to e-ticketing only if they were confident with the security of the payment system while Kolsaker (2004) examined that respondents need to be guaranteed about the safety of online transaction and some service back-up from vendor.

Littler and Melanthiou (2006) also stated that consumers have difficulties in doing an analysis on whether  certain website contains risks and viruses once they log into the system since they are not as familiarized as professional people.

According to Akhter, 2006, as there is existence of uncertainty and due to many complications present in e-commerce, online consumers reflect on whether their financial information such as credit cards are safe to be sent to a dealer through the use of the Internet, and therefore most consumers has a fear of providing their credit card information through internet transaction.

In relation of the fact that security is one of the major concerned of the consumers intention of buying tickets online in view on past studies, the relationship between security and consumer's intention of using e-ticketing system for airline services is implemented to examine the variable of security.

According to Davis (1989), Perceived usefulness is defined as 'the degree to which a person believes that using a particular system would enhance his or her job performance'. This follows by the definition of the word useful: 'capable of being used advantageously.' Davis (1989) also observed that perceived is defined in the TAM model as the operation associated with a programmed the item works by pertaining to end users to drive them to adapt with the determination to define the fundamental construct in the users' behavioral intention. According to the theory of TAM model, perceived usefulness is by the same token influenced by perceived ease of use due to the easiness of the course of action.

According to Kim & Song, 2010, the perceived usefulness of the website usually depends on the efficiency of technological characteristics such as advanced search engines and the personal service provided by the service provider to consumers. In-depth information from the website must be provided to the consumers to help them make a decision when purchasing a goods or services.

According to Leelayouthayotin, 2004, the users perceived usefulness toward online purchase intention included save time, cool, fun or enjoyable, excitement, entertainment, companionship, free or flexibility, informative or resourceful, convenience and comparative shopping.

Since Internet gives a two-way communication and can also provides speed and number of information to users. With this customers will develop confidence in using internet to purchase products or services.

According to Davis 1989, perceived ease of use is defined as the degree to which a person believes using a particular online service system would enhance their performance.  While Bign'' et al.,2010; Kim, Kim & Shin, 2009; Li & Huang, 2009; Moon & Kim, 2001,  stated that perceived ease of use is identified having a significant influence on consumer intention as the easier the usage of website an Internet user perceives, the greater the trust in the website's honesty, thus resulting in higher consumer intention

A previous study conducted by Mohd, R.M.J., Nurhidayah. B., Noor, A.Z.M., et al., (2016), perceived ease of use grants buyers to effortlessly comprehend and digest the information before they decide to make an advisable choice. By using online shopping, the purchase activity can save time and effort. Therefore, perceived ease of use is very important in influencing customers' intention in making online purchases.

According to Nistor, C. (2011), there are two mechanisms by which it influences consumer's intention to purchase online: (1) perceived ease of use has a direct effect on intention, and an indirect effect on intention via perceived usefulness, and (2) it is an initial hurdle that users have to overcome for acceptance, adoption, and usage of a system.

Perceived ease of use allows consumers to simply understand and grasp the information before making a wise choice. Buying through internet can save the consumer time and effort. Furthermore, the ease of using online system can develop efficiency and as well as increase consumer satisfaction. For that reason, perceive ease of use plays a significant part in influencing consumer intention online purchase.

Consumer perceived risk in marketing was first discussed by (Bauer, 1960); this topic has been discussed widely which led to numerous definition.

Perceived risk in consumer behavior theory helps explain why often consumers do not move from the desire stage to the action stage, that is, make the actual purchase decision (Liu Tian-Que, 2012). According to (Boksberger, Bieger & Laesser, 2007; Martin & Camarero, 2008),

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