Examining The Effect of Airline Passengers’ Acceptance and Perceptions Toward Technology on Re-purch ase Behavior
Anahtar Kelimeler:Digital Marketing- Air Transport- Consumer Behavior
Purpose - The purpose of this study is to develop a genuine research model that examines the impact of smart technologies that domestic passengers interact with in their travel planning process on their re-purchase behavior. Design/methodology/approach – This research is a descriptive study and the relational screening method was used. Data collection was carried out with a total of 770 participants from Istanbul Airport Domestic Terminal. The collected data was tested using the structural equation modelling method. It has been determined that the model provides the necessary validity and reliability. Findings - The findings obtained by the research model depict that Performance Expectation, Facilitating Conditions, Social Impact, habits, Consumer Confidence, Perceived Risk, and Consumer Technological Innovation structures have a significant impact on the formation of repurchase intention. Three variables, Price Value, Hedonic Motivation and Effort Expectation could not show a significant effect on the formation of repurchase intention. In the light of the research findings, the rate of explaining the repurchase intention of the supported hypotheses is 65%. This rate turns into repurchase behavior at a rate of 87%. Research results strongly prove the impact of domestic passengers' acceptance and perception of technology on their re-purchase behavior. Discussion – In the scope of the carried research, the effect of repurchase intention on repurchase behavior was examined and the findings were discussed.
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