ABSTRACT

Questionnaires were given to consumers with the experience of overseas trip. Quota sampling on and age and class was adopted for this survey, which was conducted September 10th 2006 to October 10th 2006. A total of 459 questionnaires were distributed and of them, 341(75.6%)returned. Followings are the indications of this study. First, before the introduction of E-ticket, 80 to 90% of consumers would reserve their ticket through tour agencies. However, since its full introduction, an increasing number of people have booked a ticket online. Second, customer knowledge directly influences on how swiftly ticket distribution channels provide them with information and how easy to book a ticket. Third, The trust of ticket distribution channel’s fast information offering and consumer- friendly-and-easy ticket reservation decreases customers’ perceived risk . Fourth, after analyzing effects of consumer knowledge level on perceived risk, the results was no significant. Needs of today’s customers are increasingly subdivided and more verified, and people tend to purchase tickets from the most trustworthy outlets presenting the best options.

KEYWORD

Customer knowledge, Air ticket distribution channels, Trust, perceived risk

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