Add to ORKGInternet application has been used by many especially the low-cost airline service providers in supporting their marketing activities. Thus, it is crucial whether firms' website is giving an added advantage that could trigger online purchase intention. In this study, we examine six website quality factors: usability, website design, information quality, trust, perceived risk and empathy as antecedents of online purchase intention of ari ticket. A selt-administered questionaire was used and 208 usable responses were collected in Klang valley, malaysia areas. Correlations and regressions were used to analyze the data. The findings showed that empathy and trust are the most direct influential factors in predicting online purchase intention. To...