By Dr. Talal Almaghrabi (MarCom Academy)

Prof. Charles Dennis (University of Lincoln)

Prof. Sue Vaux Halliday


Due to the internet and E-commerce booming, many airline companies are attempting to stimulate customers to shift from traditional distribution channels to online channels. Therefore, Web site quality, trust, usefulness, enjoyment and social pressure are now considered a critical factor in attracting customers’ attention and build loyalty. This paper proposes factors that Drives consumers’ continuance e-loyalty Intention to Online Airlines Web Site. Perceived usefulness, enjoyment, social pressure, and loyalty incentives are determinants of online flight booking continuance in Saudi Arabia. Finally, conclusions and implications derived from this study are presented. This paper would be of a great help when Airlines’ websites need to be developed or evaluated.

Keywords: Online booking, technology acceptance, continuance online shopping, Saudi Arabia, TAM, ECT, enjoyment, airlines, e-ticketing


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