Factors Affecting Airlines E-Ticket Purchase Intent in Covid-19 Pandemic

This study aims to examine the factors that influence the airline electronic (e-ticket) purchase intention and the mediating effect of customer satisfaction (CS) in Covid-19 pandemic. The collected sample involved passengers whom booked the e-ticket service for traveling from the top-five well-known airlines of Pakistan's namely, Airblue, PIA, Shaheen Airline, Serene Air and Askari Aviation. The results found that the online shopping factors (OSF), website functionality (WF) has a significant positive influence on the online e-tickets PI whereas, the perceived risk (PR) factors has an insignificant negative effect on the online e-tickets PI. The result also revealed that the CS partially mediates in a relationship with OSF, WF, and online e-ticket PI, whereas, the CS insignificantly mediates in a relationship with PR and online e-ticket PI in the pandemic in Pakistan. The study will aid airlines in identifying key success characteristics that build passengers or customer confidence in developing countries, and also focusing efforts in the proper direction to reduce risks and convert traditional purchasing methods to online purchasing patterns.