摘要：Struggling airlines can save cost and improve profits by selling tickets online. While global sales
of air e-tickets have grown over time, they are mostly from advanced nations. In developing markets
like Malaysia, e-ticket sales are substantially lower. Hence, this study sets out to examine the
factors that determine consumers’ intentions to buy air e-tickets. The factors include the disadvantage
and advantage of buying air e-tickets, represented by perceived risk and perceived usefulness,
respectively. The results show that Malaysian consumers’ perceptions of risk outweigh the
perceived usefulness of e-ticketing, and negatively affect intentions to buy air e-tickets. Perceived
risk also has a negative effect on perceived usefulness, making usefulness insignificant to buying
intention online. These findings imply that for Malaysian consumers, perceived risk far outweighs
perceived usefulness where intention to buy air e-tickets is concerned.
