The impact of consumer learning on purchase intention of online air ticket: Multi-group analysis

The global airline industry is considered a vital source of economic and social, as well as cultural driver. In the context of Malaysia, the importance of the airline industry is significant and is looked up to as a driver in economic growth and prosperity. The effect of the airline industry and economic life cycle it creates in Malaysia is significantly huge. It is seen as a driver of allied service sectors, which include tourism, hotel, and recreational services. Based on the economy in Malaysia and the recent development in the airline industry, there‟s a consensus amongst industry experts and economists that the industry is set for huge growth. The potential for growth in the future is also huge and given the track record of the airline industry in Malaysia, the positivism in that respect is further justified. Today, Malaysia is in a phase of stable economic growth, and the prospect is only getting brighter day-by-day. As one of the fastest growing economy in South East Asia, Malaysia is considered a vital hub, and poised for huge growth prospects in the service sector; especially in the airline industry where there‟s a growing demand amongst travellers for purchase of online air ticket, especially for personal usage. However, awareness campaigns and efforts that encourage consumers to purchase online airline tickets are not fully exploited. This study is an attempt to understand how consumer learns and the impact it arouses on the purchase intention of online air ticket in Malaysia. In so doing, this study employs the survey methodology to understand consumer‟s purchase intention and their response towards online air ticket, and how each consumer learning variables, namely; advertising, social media, and previous buying experience influence the purchase intention of consumers in Malaysia