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Adoption Acceptance Among Airlines Customers In Malaysia Marketing Essay

There is no uncertainty that information engineering ( IT ) can be considered as an of import driver in new twenty-four hours ‘s life. These yearss about all facets of our lives are someway connected to IT. For understanding the of import function of IT better, it is adequate to conceive of merely one twenty-four hours without the Internet and its substructure for processing and reassigning information. Undoubtedly, in this state of affairs Bankss can non work, aeroplanes, ships and trains will non be able to travel, and communicating with other people and states will be cut.

One of the most of import effects of IT in our lives can be considered as its effects on economic system, and concern. All concerns have been changed by methods and substructures which provided by IT. Nowadays e-commerce has penetrated in all sorts of concerns. One of the most attractive sorts of e-businesses is e-ticketing. As a basic premise, in e-business when an organisation intends to sell some merchandises and services towards the cyberspace, client ‘s perceptual experience and behaviour will impact its concern improbably. Since all air hoses, which are a member of IATA have been forced to offer e-tickets to their clients ( e-ticket policy, 2008 ) , analysing client behaviour and perceptual experience towards e-ticketing is of import for the air hose companies. In this tight competitory ambiance, all air hoses are interested in recognizing that what their clients truly need in order to be wholly satisfied with the new merchandising system. E-ticketing can be a good motive for increasing rate of their gross revenues. In this paper it has been tried to analyze the clients ‘ behaviour towards air hose E-ticketing in Malaysia. The survey has been conducted based on two of import researches which have been done by Pun ( 2008 ) and Sulaiman et Al. ( 2008 ) every bit good as cyberspace web sites. The chief end of this research is to supply some advice for Malayan air hose companies ‘ action in order to increase the value of their concern and their clients ‘ satisfaction through improved e-ticketing systems.

Literature reappraisal

Overview of air hose e-ticketing

In today ‘s air hoses system scenario, one should be familiar with the term of traditional bearers and low cost air hoses. Traditional bearers are the antonym of low cost air hoses. By and large, low cost air hoses mean on-line ticket gross revenues, ticketless travel, no frequent circular points, and no international offices and besides they are runing at secondary metropolis airdromes ( LGT 3007 Air Transport Logistics ) . The construct of secondary metropolis airdromes can be clarified through the illustration of Malaysia ‘s low cost bearer, Air Asia which is runing from Low Cost Carrier Terminal ( LCCT ) , Kuala Lumpur ( KL ) International Airport, whereas Firefly which is to the full owned as subordinate of MAS is based at Penang International Airport.

To understand what an air hose electronic ticket ( e-ticket ) -which is usually used in low cost airlines- is, one should understand its construct and how it operates and maps in procuring the rider place. Airlines ‘ e-ticket dealing is made via telephone or web site in order to buy air hose rider place. By utilizing air hoses ‘ e-tickets, there is a combination of publishing and presenting in a individual operation which is practical and provides rapid solution compared to conventional air hoses fining which involved publishing paper tickets. There will be digital records when clients make reserves. However, still it is non wholly paperless, as clients need to publish out their grosss which consists e-ticket figure and reserve figure. Passengers need to demo prove of their reserve and verification codification before they can check-in their baggage and given get oning base on balls for their flights ( Pun, 2008 ) .

Airlines can put in e-ticketing latest package engineering easy ; nevertheless the air hoses enterprises and attempt might travel down the drain without work outing hindrance issues and challenges such as: the trusts and assurance in footings of run intoing their clients ‘ outlooks, demands and demands such as guaranteed security and privateness during their on-line dealing. Furthermore, air hoses who consider utilizing e-ticketing system should ever be readily available twenty four hours, seven yearss a hebdomad, to entertain clients, who might be confronting troubles in carry throughing their undertaking in buying e-tickets.

Indeed, deriving clients ‘ trust and assurance for carrying them into exchanging to airlines e-tickets is non an easy undertaking, particularly carrying the users who are familiar with air hoses publishing manual ticket air hoses. It will take clip for them to set and accept air hoses passage attack in salvaging cost from manual ticket to e-ticket.

Earlier surveies have proved that in on-line dealing, on-line trust dramas critical function in lending to clients ‘ satisfaction and expected results ( Pavlou, 2003 ) , ( Yousafzai, Pallister, Foxall, 2003 ) , and ( Gefen, Straub, 2004 ) .

Technology credence and acceptance

B. Ryan, N.C. Gross, ( 1943 ) were the 1s who discussed about diffusion of engineering for the first clip and since so this subject has been an interesting subject for many research workers.

As researches advanced in this field, the surveies focused on the signifiers and the extent of ICT airing among users. Furthermore, many surveies have concentrated on the inclinations of adoptive parents to follow and use ICT in different Fieldss.

Harmonizing to Kyung Hoon Yang et Al. ( 2007 ) the undermentioned theories are the most popular 1s in the engineering credence literature:

Theory of reasoned action by Rogers, ( 1995 )

The engineering credence theoretical account by Davis, ( 1989 )

The theory of planned behaviour by S. Taylor, and P.A. Todd, ( 1995 )

The societal cognitive theory by D. R. Compeau, and C.A. Higgins, ( 1995 )

The above theories and theoretical accounts discuss about acceptance and credence of assorted types of ICT among organisations every bit good as the societies.

Swanson, ( 1994 ) has best classified ICT inventions into three types based on the above credence and acceptance theories. The inside informations of this categorization has been illustrated in table 1.

Table 1: ICT invention types and some illustrations, Beginning: ( Swanson, 1994 )

As it can be seen from table 1 above, air hose reserves system which is the focal point of this paper have been classified in type III of ICT inventions. Harmonizing to Swanson, ( 1994 ) this type of ICT inventions by and large integrate ICT merchandises and services with a nucleus concern and accordingly affects general concern disposal in a specific industry or even a aggregation of industries. In fact these sorts of inventions impact the whole concern or industry environment and the organisations that adopt them earlier than others, derive a competitory advantage among their rivals. Another absorbing feature of this type of ICT inventions is that all the active organisations is a specific concern that the invention has entered, will be forced to follow this sort of ICT invention Oklahoman or subsequently, otherwise they will be left far behind and most likely they would hold to discontinue their concern or alter their field. Indeed, the whole construct behind this type of ICT invention is that they revolutionize a certain concern or a specific industry exhaustively.

Trust in e-commerce

Deriving clients ‘ trust is the chief constriction of an e-business system such as e-ticketing. Hazard factors in utilizing e-ticketing system, which might be linked to client ‘s personal information being abused, prevent clients from doing internet purchases. Generally, trust is built upon old experiences. As internet purchasers put overriding importance on marketer trustiness, the image and repute of the marketer will be put at bets if the merchandise or service does non run into the client ‘s outlook. Other facets that need to be addressed in order to increase marketer ‘s credibleness are issues such as client privateness protection and warrant in minutess security. These issues need to be dealt with in order to increase client ‘s assurance. Customer satisfaction testimonies every bit good as credibleness statement will decidedly pull clients to do minutess at marketer ‘s web sites ( Sirkemaa ) .

To further explicate the characteristics of trust, four chief classs of trust have been identified which are single trust, interpersonal trust, relational trust and social trust ( Chopra, Wallance, 2003 ) .

Individual trust is associated with personality properties. It shows how a individual positions and Judgess others related to his/her old experience ( Rotter, 1971 ) . Cultures which have been divided into two classs ( individualistic and collectivized ) besides affect person ‘s trust ( Hofstede, 1980 ) . Studies show that individualistic civilization welcomes marketing advertizement that link to personal benefits addition in contrast to collectivist civilizations that inclined to household focal point message ( Sang-Pil Han, Sharon Shavitt, 1994 ) .

Interpersonal trust takes topographic point when legal guardian depends on believer. Believers are unfastened to uncertainness and exposure of damaging results such as possible loss if they are non careful. There are two issues involved in dependance on interpersonal trust which are that legal guardian need to carry through his/her demand whereas believers need to run into specific demands.

Relational trust is explained by looking at dealingss centered on people. Trust merely comes into being to collective group of people and non to individual entirely.

Final class of trust is social trust. This type of trust refers to the community as a group. Its function is stressing on how people can cover with complexness of society ( Luhmann, 2000 ) .

The attack that can be taken by the companies to increase clients ‘ trust in online buying, peculiarly e-ticketing which is the instance of this survey, is concentrating on how to develop clients ‘ trust and interpret it in carrying and originating clients in doing an on-line purchase. Harmonizing to Pun, ( 2008 ) below methods can be adopted by the companies to increase the clients ‘ trust in online buying. First one is doing their web site appealing to supply a batch of information in a simplest signifier that can execute assorted maps. Second, promote that the companies merely offer high quality merchandises or services. Third, by doing trueness to the company ‘s trade name and makes clients proud of associate themselves with the company ‘s merchandises or services. In add-on, client ‘s services are of all time willing to entertain client ‘s ailment although they buy through online and there is security installing in company websites through sure payments with sure seals ( Pun, 2008 ) .

Online buying behaviour and clients ‘ perceptual experience

Online buying behaviour may take to a positive consequence if it is perceived by clients as a utile procedure in footings of salvaging clip and attempts ( Davis, 1993 ) and ( Venkatesh, 2000 ) . The cardinal indexs of consumers ‘ buying can be considered upon their perceptual experiences over quality and worthiness of website information and its serviceability ( M. Jeong, C. Lambert, 1999 ) . Ease of usage and easy entree are indispensable facets that drive clients to online buying ( M. Wolfbinger, M. C. Gilly, 2001 ) . The clients besides will be compelled to make online buying in instance of immobilisation and unwellness ( Avery, 1996 ) . The factors that have been identified as grounds of non utilizing on-line buying engineering are largely lack of trustiness, privateness and security ( K. N. L. Wee, R. Ramachandra, 2000 ) . Correspondingly, deficiency of trust is one of the most common grounds for clients who do non prefer on-line shopping. Generally, deficiency of trust arises due to the fact that clients can non look into merchandises choice physically or analyze sensitive fiscal and personal information while making on-line buying dealing ( M. K. O. Lee, E. Turban, 2001 ) . Major perceived hazard is the possible maltreatment of personal information or invasion of privateness, which might discourage clients from extremely valued online buying installations in the extroverted old ages ( T. P. Monsuwe, B. G. C. Dellaert, K. D. Ruyter, 2004 ) .

Research Methodology

The information aggregation and analysis technique used in this survey is secondary beginning, peculiarly from old research surveies. As this survey ‘s focal point is the perceptual experience of the Malayan clients ‘ towards air hose e-ticketing, the chief information was collected from Pun, ( 2008 ) , and Sulaiman et al. , ( 2008 ) .

Pun, ( 2008 ) has exhaustively examined the demand of trust by Internet users for buying the air hose tickets electronically. For this intent a descriptive and causal research methodological analysis has been utilized. This writer has gathered random sampling informations through a questionnaire study. In planing this questionnaire a combination of nominal graduated table, attitude evaluation graduated table, ordinal graduated table and categorise graduated table has been used. Furthermore, SPSS package has been employed for analysing the gathered informations of Pun ‘s, ( 2008 ) survey.

Sulaiman et Al, ( 2008 ) have besides performed a research survey inspecting the tendencies of e-ticketing and its barriers. They have besides determined the features of e-ticket purchasers. For this survey besides a questionnaire was distributed. The questionnaire was designed with 7-point Likert graduated table. A convenience trying method had been used in this survey to garner informations and the most of import features of the targeted respondents was that they were all Internet users.

Consequences and Findingss

E-ticketing tendencies

Here we aim to specify the e-ticketing tendencies in civilised communities. The consequences have been extracted from a study in Malaysia, concentrating on Kuala Lumpur. Traveling through the topic what needs to be surveies is the clients ‘ position and perceptual experience towards e-ticketing refering issues such as how much it is dependable, secure, user friendly and efficient and carrying. The writers will besides reexamine how demographic variables could impact the engineering ‘s acceptance.

By reexamining the study consequences, it is clearly observed that utilizing the e-ticket engineering has already started in Malaysia since the twelvemonth 2000 and now it is making to the place to command and dominant the air hoses ‘ ticket buying system. The study survey illustrates factors, which affect the e-ticketing system every bit good as the features of the service ‘s mark immature, educated and well-income market.

Practically, advanced engineering systems have already changed the clients buying behaviour. Inventions in IT and networking engineerings has motivated companies to implement e-marketing and e-business to profit from assorted resulted advantages such as cutting costs to remain in front in the competitory market. Offering e-business attracted clients due to advantages such as capablenesss to look into and compare the monetary value and specification of their needed merchandises every bit good as after sale services consciousness.

A big figure of cyberspace users, near 941 million by the terminal of 2005 ( Ainin Sulaiman, Josephine Ng, Suhana Mohezar, 2008 ) , has made a tight competitory market for e-businesses. To be a victor in the market requires cognizing the tendencies and features of the clients ‘ behavior really good.

Among a assorted industries, which have turned to the internet-base concern and selling, air hose industry has non been an exclusion. It seems that the best pick to come in in the e-business construct for the air hoses has been the e-ticketing. The United Airlines, one of the American domestic air hoses, was the first in this industry which tried the e-ticketing in 1984, which followed by Philippines, Thailand, Hong Kong and Malaysia to implement the e-ticketing engineering in Asia Pacific. E-ticketing has been implemented by Air Asia for the first clip in Malaysia, toward accomplishing this company ‘s ends to be a low cost calling. It has to be noted that e-ticketing is non a really new engineering as it has been implemented in Malaysia since 2000 and among all types of the online-shopping, air hose tickets ‘ purchases has a higher per centum compared to other tickets ( Ainin Sulaiman, Josephine Ng, Suhana Mohezar, 2008 ) . This consequence nevertheless has benefited from factors such as attractive air hose gross revenues, advertizement and performed publicities.

E-ticketing in comparing with the other e-businesses and on-line minutess, has benefited from some advantages such as cost benefits, more certainty and low hazard sing the merchandise and ill services because of the nature of the ticket. The mentioned advantages resulted in a 14 % market portion of e-ticketing among on-line shoppers ( Ainin Sulaiman, Josephine Ng, Suhana Mohezar, 2008 ) .

Actually, all parties involved in e-ticketing process, take advantages from this new engineering. Besides, air hose companies benefit from holding lower costs for publishing tickets, and riders have this chance to cut down the hazard of mislaying a paper ticket, every bit good as capablenesss to online cheque in, and have an appropriate pick for their seats and even their preferable repasts during the flight. Furthermore, corporate sectors have been able to follow their outgos and achieve a better and more efficient support of their travel policies.

Statisticss show a global rise in printed e-tickets from 19 % in 2004 to 30 % in 2005. Surveies in 2004, illustrate the credence of e-ticketing in 17 % of the major air hoses and callings globally, while in some states such as US, now, 91 % of the air hoses have already adopted this engineering. At the same clip, there has been a 22 % addition of e-ticketing execution between old ages 2004 and 2005 in Asia Pacific part. The singular growing of this engineering has leaded the planetary organisations, such as IATA ( International Air Transport Association ) to get down replacing process for paper tickets ( Ainin Sulaiman, Josephine Ng, Suhana Mohezar, 2008 ) .

Because of the rapid growing of the online concerns, including e-ticketing at that place have been a figure of surveies carried out to determined clients ‘ behaviour and tendencies in reacting to this new engineering. The consequences appeared in the literature will be presented in this paper in kernel as the followers: A­A­A­

Socio-Demographic Factors

One of the first ascertained consequences in the surveies is the intense susceptibleness of the purchasers ‘ determination devising based on demographic, economic, societal & amp ; technological elements. The demographic component itself consists of four ( 4 ) different factors: age, gender, instruction and income. In fact each of these factors has a distinguishable consequence on the clients ‘ behaviour towards acceptance of e-ticketing engineering.

The consequences of the Sulaiman et Al ( 2008 ) survey in Malaysia have been extracted from a study in a sample group with 291 respondents ( 52.6 % females and rest male ) . 56.4 % of these respondents have experienced e-ticketing before the study. More than half of the respondents have been between 26-35 old ages old with 47.4 % married with kids. The dominant group of the study has been Chinese. Most of the respondents are professionals or keep managerial place with 60 % of them keeping a unmarried man grade. It has to be noted that this study illustrated the Malayan cyberspace users ‘ profile ( Ainin Sulaiman, Josephine Ng, Suhana Mohezar, 2008 ) .

Table 2 has summarized the relationship of demographical elements and e-ticketing acceptance in Malaysia based on the research performed by Sulaiman et al. , ( 2008 ) .










Not important

Degree of Education





Not important






Not important

Marital Status


Not important

Table 2: Demographic variables and e-ticketing, beginning: ( Ainin Sulaiman, Josephine Ng, Suhana Mohezar, 2008 )

Detecting table 2 reveals that, merely three elements including age, instruction and profession have been important and have effects on the e-ticketing acceptance in Malaysia.


The purchasers ‘ perceptual experience of online-buying is straight affected by the socio-economic position of the clients ( including instruction, business, income, etc. ) . Sing age component, it is clearly observed that the immature coevals ( less than 25 old ages old ) are most interested to utilize the cyberspace and online installations to measure their picks. It is likely the effect of the loath old coevals, who do non pass clip to acquire the needed accomplishments for utilizing engineering. Old clients largely respond cautiously to the new inventions and engineerings and besides they have loyalty to the traditional methods.

In utilizing air hose e-ticketing engineering, the consequences of Sulaiman et Al. ‘s, ( 2008 ) survey in Malaysia, revealed that the e-ticketing has been most popular among consumers aging between 26 to 35 old ages old. However this consequence has a struggle with Pun ‘s ( 2008 ) research survey in Malaysia who stated that Internet users are largely between 18 to 26 old ages old ( Pun, Airline Electronic Ticketing in Malaysia, 2008 ) .

The ground of this struggle likely is because of the employment state of affairs of the 26-35 old ages old group and abilities to utilize recognition cards for online-shopping. Besides because of the busy life manner of the mentioned group, utilizing e-ticketing engineering is more clip economy ( Ainin Sulaiman, Josephine Ng, Suhana Mohezar, 2008 ) .


Gender besides is one of the of import elements to find the clients ‘ behaviour in on-line buying. Consequences of the Sulaiman et Al. ‘s, ( 2008 ) survey show that the male online-buyers form the higher per centum of the entire clients in comparing to the female group. Actually it seems that work forces accept the practical web as the shopping media more easy compared to adult females who use catalogues to make shopping at place. By and large the minimal mark of work forces do online-shopping is unusually higher than the female part.

However, despite low current use of the practical media by adult females, most of the industries look at this section of the market as an chance for the hereafter. This targeting is considered based on the increasing females ‘ societal and economical power in the universe.


Online shopping attitude has been affected by instruction degree. The chief ground of this consequence is related to the degree of the buyers ‘ cyberspace accomplishments and acquaintance resulted from the degree of instruction. The higher educated persons are more interested and experience comfy to utilize new engineerings such as cyberspace as the buying media.

Based on the surveies in Malaysia, profession and instruction are other impacting factors in air hose e-ticketing market. It has been resulted that air hose e-ticketing has been more easy accepted by professionals and directors. Education, holding computing machine accomplishments, and being familiar with the Internet have been mentioned as the chief grounds for this consequence ( Ainin Sulaiman, Josephine Ng, Suhana Mohezar, 2008 ) .


Based on consequences of Sulaiman et Al. ‘s, ( 2008 ) survey, high family incomes consequences in the handiness of computing machines and cyberspace entree which lead clients to utilize on-line shopping more than medium and low flat income people.

Besides the explained results of the dealingss between e-ticketing and socio-demographic factors, there are some other consequences sing air hose e-ticketing engineering credence and acceptance tendencies in Malaysia.

The Sulaiman et Al. ‘s, ( 2008 ) study has illustrated that a big part of clients ( 83.5 % ) use the e-ticketing engineering in instance of necessity, while 35 % of them stated that they have used this system merely since two old ages before. Figure 1 has summarized this statement.

Figure 1: Frequency of internet use among respondents, beginning: ( Ainin Sulaiman, Josephine Ng, Suhana Mohezar, 2008 )

Besides 83.5 % of the respondents have used the e-ticketing to purchase air hose tickets and 60 % of this group visited Air Asia web site. The Malaysia Airlines Bhd. has followed Air Asia by 22.6 % . Probably the difference in these two sums has been resulted from the low cost benefits of the Air Asia ( Ainin Sulaiman, Josephine Ng, Suhana Mohezar, 2008 ) . Besides this consequence has benefited from Air Asia being the innovator of e-ticketing system execution in Malaysia.

Comparing air hose fining with other e-ticketing systems such as athleticss and amusement has expressed that those types of e-ticketing systems are still in the beginning of the manner that air hose industry has passed it during the old old ages ( Ainin Sulaiman, Josephine Ng, Suhana Mohezar, 2008 ) .

Motivation and Barriers of air hose e-Ticketing Adoption

In this subdivision, the motive and barrier factors for acceptance of air hose e-ticketing by clients are derived from the drivers and barriers of on-line buying appeared in the literature.

In mention to what has been reviewed in subdivision 4.1 it can be concluded in kernel that, younger grownups seem to be more interested in on-line shopping. In footings of Gender, numorous surveies have revealed that males have more inclination towards online shopping. Furthermore, clients with higher degree of instruction are found to experience more comfy in utilizing Internet for shopping. Finally, it has been obsereved that higher degrees of income, consequences in inclination to shop more online.

Although socio-demopgraphic factors present a good mention for ailines for aiming new clients for their e-ticketing systmes, it should be considered that behind all these factors there is an of import fact which is consumers ‘ perceprion towrads ailine e-ticketing system. In fact the ground that different groups of consumers show different behaviour towards air hose e-ticketing engineering acceptance is that they have different perceptual experiences towards this systems. Now the inquiry is that what truly affects consumers ‘ perceptual experience towards air hose e-ticketing?

To reply this inquiry, the driver and barrier factors of this engineering should be determined. By placing these factors, the effectual schemes can be undertaken by the air hoses to pull more clients use this system for buying their needed air hose tickets. In the balance of this paper, the writers attempt to touch on the most of import driver and barrier factors for acceptance of air hose e-ticketing engineering by consumers.

Motivation or driver factors

The Internet has changed our lives and the manner concerns are running significantly. The air hose industry has besides changed well with the emergent of the Internet. In this industry the Internet creates a channel that clients can book their air hose tickets quickly and handily. In fact the e-ticketing engineering helped the air hose clients to get the better of the conventional paper fining barriers such as deficiency of transparence in the market and the inaccessibility of competitory monetary values.

Harmonizing to the usage form of e-ticketing in Malaysia presented in subdivision 4.1 it can be observed that e-ticketing is adopted by more clients since its debut. Therefore, it can be concluded that there should hold been some motive factors for the clients to utilize this service.

The drivers of air hose e-ticketing engineering acceptance can be best explained through the engineering credence theoretical account ( TAM ) introduced by Davis ( 1989 ) . This theoretical account can exemplify the factors impacting clients ‘ online trust and purchase purposes for air hose tickets. TAM is based upon three constituents including, perceived usefulness, perceived ease-of-use and enjoyment of engineering ( Davis, Fred D. ; Bagozzi, Richard P. ; Warshaw, Paul R. , 1989 ) in ( Yu-Hui Chen, Stuart Barnes, 2007 ) . Besides another constituent that has widely affected online purchases as a whole considerably is the convenience that it has created for clients. Each of these constituents is explained later.

Perceived Usefulness

This refers to the belief that a peculiar system or engineering would increase a task public presentation. From the air hoses ‘ point of position the e-ticketing engineering has increased the efficiency of air hose companies to publish tickets and has saved one million millions of dollars in their pockets. Besides from the client ‘s position, through air hoses ‘ e-ticketing tickets can be bought faster, at a better monetary value, and more battles can be accessed. Price is an of import property that makes the e-ticketing systems utile in the heads of clients. This means that air hoses are recommended see lower monetary values for the e-tickets to pull more clients utilizing this service.


In fact, convenience is at the bosom of what basically drives demand for the cyberspace. The perceptual experience of convenience in the heads of clients can be related to the factors such as being clip salvaging, efortless, and the high velocity of dealing procedures. Besides through air hose e-ticketing systems, clients can see shopping in comfort of their place environment.

Meanwhile, based on the study survey of Sulaiman et al. , ( 2008 ) , air hose e-ticket purchasers indicated that through e-ticket purchase the chance of losi8ng or mislaying the paper tick is avoided. ( Ainin Sulaiman, Josephine Ng, Suhana Mohezar, 2008 ) . Besides another convinience factor which resulted in the attractive force clients to utilize the air hose e-ticketing system, conducted by assorted air hose companies is emphesizing on the characteristics of air travel through on-line engagements. Examples would be on-line check-in, and the possibility of taking the place and the repast for rider ‘s journey.

Perceived easiness of usage

Ease of usage is the grade to which a individual believes that the usage of a given system is easy in footings of acquisition and apprehension. As a affair of fact, the usefullness of e-ticketing is influenced by its easiness of usage. In other words, the easier a engineering is to utilize, the more utile it can be. The decreased edification of an on-line e-ticketing system would actuate more clients to buy air hose tickets electronically ( Ainin Sulaiman, Josephine Ng, Suhana Mohezar, 2008 ) . An illustration would be an easy to voyage web site for the air hoses, who offer e-ticketing service to their clients.

Enjoyment of on-line Techonlogy

Basically the enjoyment is the positive feeling of the client about shopping online. However, based on the research survey of Yu-Hui Chen, ( 2007 ) this factor does non impact the initial trust of the online purchaser ( Yu-Hui Chen, Stuart Barnes, 2007 ) , and therefore it can be concluded that this factor would non play an of import function for the credence of air hose e-ticketing engineering by clients.

Ultimately, Sulaiman et Al. ( 2008 ) have indentified convenience and easiness of usage to be the most motivative factors for the increased acceptance of e-ticketing by clients in Malaysia.

Barrier factors

In fact, such as all new engineerings, e-ticketing has faced some negative factors which have acted as barriers of this engineering on the manner to its success.

Again based on TAM by Davis ( 1989 ) a barrier factor of engineering acceptance is perceived hazard of customres. Perceived hazard is when client can non compeletely forsee the effects of his/her behaviour ( Davis, Fred D. ; Bagozzi, Richard P. ; Warshaw, Paul R. , 1989 ) . Perceived hazard of Internet purchasers is their outlook of losing out in a given dealing ( Carla Ruiz-MafeA? , Silvia Sanz-Blas, JoaquA±A?n AldaA?s-Manzano, 2009 ) . Perceived hazard has assorted dimentions including public presentation, psychological, clip, societal, and privateness loss. These dimensions of perceived hazard can be applied to air hose e-tickets ‘ purchase with the undermentioned illustrations:

Performance: The client fright that his/her purchased ticket will non be received

Psychological: An incorrect ticket purchase would do emphasis and anxiousness in the client

Time: The feeling of blowing clip when seeking to buy an air hose ticket electronically

Sociable: The fright of the client that other people consider his/her e-ticket purchase inappropriate

Privacy loss: The perceptual experience of the client that the air hose company is mistreating his/her provided personal information

The above dimensions of client ‘s perceived hazard can be omited or atleast decreased by deriving clients ‘ trust. The greatest barrier for the air hose e-ticketing system to be adopted by clients, consequences from the deficiency of assurance and swear the cosumers may hold in the system.

Harmonizing to Pun, ( 2008 ) , the outstanding thrusts of trust in e-ticket buying are as follows:

Perceived security

Perceived security is the perceptual experience of clients sing the menace of devastation, revelation, and alteration of informations while executing an on-line dealing every bit good as the possible menace of fraud and denial of services by the online providers. An illustration is that most clients are concerned about the larceny of their recognition card information when executing an on-line dealing.

Perceived privateness

Perceived privateness is the perceptual experience of clients sing their ability to command the airing of information provided during the on-line dealing. In fact many people are loath in sharing their personal information on air hoses ‘ web sites to purchase e-tickets. The ground is that they are afraid that by making this their life would be like an unfastened book. The best manner to get the better of this barrier is that air hoses inform their clients that any informations exchanged in their web sites will be treated as confidential.

The survey of Pun, ( 2008 ) indicates that percieved security and privateness both have positive influence on clients ‘ online trust and infact they are both the cardinal determiners of mensurating clients ‘ on-line trust in executing an air hose e-ticket purchase ( Pun, Airline Electronic Ticketing in Malaysia, 2008 ) .

Acquaintance of clients with on-line purchases

This refers to the old experience of clients with other signifiers of online purchases. The more the client has purchased goods and services online, the more purpose he will hold to purchase his/her needed air hose tickets online ( Pun, Airline Electronic Ticketing in Malaysia, 2008 ) .

Good old experience in air hose e-tickets ‘ purchases

This factor refers to prior experience of clients buying air hose tickets online. Obviously if clients have obtained their needed security and privateness, this will increase the opportunity that they would once more buy their needed air hose tickets online in the hereafter.

Customers ‘ personal trust inclinations

This factor is defined as the single client preparedness to swear others when they have deficient information. Naturally people have different grades of trust in on-line buying minutess. The higher grade of trust a client has, the more purpose he will hold to buy an air hose ticket online ( Pun, Airline Electronic Ticketing in Malaysia, 2008 ) .

Finally, based on the consequences appeared in Pun, ( 2008 ) , the most of import barrier for air hose e-ticketing acceptance in Malaysia was the clients ‘ personal trusting inclinations.


Findingss of this survey which is based on a figure of old studies reveals that, there are some common issues for air hoses ‘ clients in Malaysia, who are possible e-ticket purchasers. They adopt this valuable service of the air hose industry based on their perceptual experiences of security, privateness and dependability. All consequences proved that these three of import factors have a singular influence on the possible clients who are interested in following air hose electronic ticketing.

In add-on, analysing the consequences of recent researches support this fact that some points can actuate possible clients of e-ticketing ; including the degree of usefulness that can be defined as the sum of value that clients normally feel by e-ticketing in comparing with the conventional air hoses ‘ paper tickets.

Furthermore, surveies have demonstrated that most of existent e-ticket-buyers in Malaysia are people who are between 26 and 35 old ages old with high instruction and income. Hence, there is a considerable market portion for e-ticketing that has non been saturated yet.

Based on all mentioned findings, it is obvious that if air hoses want to increase the figure of their clients who are interested in purchasing tickets online, they should specify a specific scheme with sing these points:

Planing a user-friendly web-site with every bit less as possible web pages necessary to voyage for buying an air hose ticket online

Promoting and publicizing e-tickets with supplying utile information for different groups of people and increasing their consciousness about benefits of buying tickets online

Increasing client ‘s trust degree towards E-ticketing by:

Clearly saying policies about security, privateness and related instructions and ordinances besides demoing dependability in pattern. In add-on air hoses should purely keep on to their security and privateness policies, intending that they should be ready to counterbalance any likely invasion of privateness or security hazard that may go on to the online client

Using secure and dependable on-line dealing system for clients ‘ payments

Leting the online clients to take their preferable manner of communicating and if client chooses email, attention should be taken non to deluge their inboxes with excessively many advertisement electronic mails