ASSIGNMENT

NO
2

NAME: MOHAMMAD SUFYAN MALIK

S.ID: 10669
COURSE: ADVANCE AVIATION ECONOMICS
C.ID: 107876
SUBMIT TO: SIR ABDUL SALAM
The Significant Role of E-WOM on Air Fare Tickets Re-Purchase
Intentions W.R.T Research Paper:
The continues growth of online network is visible and obvious which extend the impact of
electronic word of mouth (E-WOM) on different online platforms that has dramatically
increased. Subsequently consumer buying decision will be affected as well. Online trust is a
significant factor here due to its role in influencing airline e-ticket purchasing intention. The
purpose of this research is to investigate the role of online trust on mediating the relationship
between e-WOM and airline e-ticket purchasing intention. The online research questionnaire
survey technique was used in this research to examine the dimensions on E-WOM, online
trust, and purchasing intention on airline e-ticket purchasing intention towards 311
respondents. Purposive sampling techniques was used in this research and structural equation
modelling was used to test the research hypotheses. The study results confirm that E-WOM
has an impact on online trust and airline e-ticket purchasing intention. The findings of this
research provide valuable information to future researchers and airline companies’ marketers
and managers who employ on booking system, also it is useful for individuals to pay more
attention on the credibility of E-WOM and whether or not they should trust the source.
With onset of the digital age, the airline industry has become
increasingly influenced by online networks’ communications. The continuous growth of
social networks is visible and obvious which extend the impact of electronic word of mouth
(e-WOM) on different online travel platforms. This research aims to investigate the factors
which influence E-WOM on purchase intention of the passengers travelling onboard the
airlines. Moreover, the research questionnaire survey technique uses in this research to assess
the dimensions of E-WOM and passengers’ purchase intention on airlines’ tickets. The
sample of the study are the passengers whom travelling onboard the airlines. Beneficial
sampling techniques used in this research and structural equation modelling use to test the
research hypotheses. The results of the study confirm that the E-WOM has direct influence
on the airlines’ ticket purchasing intention. The most valuable result of the research is E-
WOM has significant importance which can be widely used by airlines’ marketing managers
in their online marketing campaigns to attract and engage more customers.
The information technology induction and diffusion of information
introduce a new form of knowledge and understanding. In that lieu, people normally take the
opinion of other people before to buy or execute purchasing decision. In the current scenario
of information technology, this term is known as EWOM (E. word of Mouthy). Now, EWOM
becomes a very important aspect of purchasing decision. Past studies concluded that different
aspect of societal factor effects on the EWOM. The dissents aspect of EWOM can obtain and
extract from customer reviewers, specific blogs, and special forums and throw social
networking.