Marketing on the Internet: Factors influencing airline travelers' acceptance of online reservations and ticketing via the Interne

The problem. The purpose of this study was to examine factors that influence airline travelers' acceptance of on-line reservation and ticketing via the Internet. Of particular interest was the utilization of the Internet as a marketing medium as it relates to consumer purchasing behavior on-line.;Method. An empirical study was conducted to analyze consumer purchasing behavior on-line via the Internet. An instrument was distributed via a major airline Internet web site. Four-thousand three-hundred ninety-seven consumers responded. Inferential statistics were used to test for the significance of differences and relationships at the.05 level of significance.;Results. Consumer demographics were analyzed along with their respective independence with purchasing behaviors. Relationships among age, family income and on-line purchasing behavior of airline travelers were found. Further, significant findings were discovered concerning the type of media sources that consumers utilized for finding on-line web sites and for on-line purchasing of airline tickets. Airline specials and related travel services were analyzed for rankings of importance to the consumer.