Determinants of consumer adoption of online air ticketing in Ghana

Abstract: The study investigated the factors that attract consumers to adopt online air ticketing within the Ghanaian context. The study followed the positivist paradigm approach hence, quantitative method-ology was adopted. The total population for the study covered passengers of Africa World airline, Antrak air, Fly 540 and Starbow airline. The target population for this study consisted of all the cus-tomers in these institutions that have in one way or the other purchased or booked their flight ticket on the website. Stratified random sampling was used in the first stage to ensure that all subgroups were fairly represented. The study employed purposive sampling and afterwards the study used the Krejcie and Morgan sampling table to determine the sample size for the 250 population size. Based on the table, the sample size for the study employed was 152. Since the study was guided on the principles of quantitative methodology, this study used questionnaires on a 5 point Likert scale for the study. The study distributed 152 questionnaires to passengers of the selected airline companies within the Kumasi metropolis in the Ashanti region. From the questionnaires distributed, a total of 89 completed questionnaires were returned to the researchers. Of these, 79 were usable for analysis, giving an effective response rate of 55.6%. Data was subsequently analysed using descriptive statis-tics such as mean and standard deviation. Inferential statistics included Pearson correlation, multiple regression (enter method) were used for the relationship analysis. Findings from the study showed that the variables that had the significant impact on respondents’ decision to adopt online air ticketing were; trust, attitude, perceived risk and internet knowledge. The study recommended that the managers of these airlines companies should work on their reputation in order to position them-selves as trustworthy airlines companies since consumer’s decision to use their online platforms to purchase their ticket was informed by how the consumer perceived the entities offering to be dependable and secured.

How to cite this paper

 Asante, K & Achiaa, A. (2018). Determinants of consumer adoption of online air ticketing in Ghana.Management Science Letters , 8(11), 1215-1222.

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