خرید بلیط آنلاین برای حامل های کم هزینه: استفاده از تئوری واحد و یکپارچه پذیرش و استفاده از فن آوری مدل (UTAUT)

This paper examines determinants of purchasing flights from low-cost carrier (LCC) websites. In doing so an extended unified theory of acceptance and use of technology (UTAUT) model is proposed building on earlier work by Venkatesh, Thong, and Xu (2012). The results, derived from a sample of 1096 Spanish consumers of LCC flights, indicate that key determinants of purchasing are trust, habit, cost saving, ease of use, performance and expended effort, hedonic motivation and social factors. Of these variables, online purchase intentions, habit and ease of use are the most important.