Trustworthiness Factors Affecting Adoption of Online Marketing by Consumers
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returning a purchase at the nearby store , testimonial and security feature representation such as text and graphic.
Based on McIvor, O’Reilly et al. 2003 research, it’s possible to find important factors which
affect on customers in order to use airlines’ website for buying e- ticket. These factors can be clustered as bellow:
Real-time decision-making mechanisms
Reduction of information asymmetry helps customer to make a decision
Up-to-date information for customers
All the websites evaluated contained up-to date information on flights, schedules, promotions and complementary services. This will help the customer to make a
best decision by comparison different website. Also this way is better than old brochure which airlines provide in order to provide information for their
customers
Reductions in customers’ search and transaction costs
On-line buyers benefit from better selection in terms of choice of airlines, flights, schedules, destinations, levels of service and complementary services; speed
time convenience of access capabilities on the Internet; and reduced transaction costs
monetary , effort, mistakes McIvor, O’Reilly et al. 2003
Bundling products and services Offering additional services
not directly related to the core travel offering
Receiving low pricesdiscounted fares Customizing offerings to suit individual customer needs
New transaction structures play integral role in lowering transaction costs for customers