Key drivers of consumer purchase of airline tickets: A cross-cultural analysis

This paper considers drivers of online airline ticket purchasing behaviour, and analyses the influence of attitude, subjective norm and perceived behavioural control on such decisions in two cultures. A number of hypotheses are examined using a sample of online shoppers in Spain and The Netherlands. We find that perceived control, subjective norm and attitude positively influence airline tickets online purchase intention in Spain, but in the Netherlands attitude is the key driver.

► The paper provides evidence that culture affects on-line ticket decisions.
► The theory of planned behaviour can be used to examine passenger decisions.
► A range of variables influence online purchase intentions in Spain but only attitude is important in the Netherlands.