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Han, So Yeon
Chang, Younghoon
Wong, Siew Fan
Chong, Hon Qui
Lee, Sangman
Year of Publication: 
Series/Report no.: 
2015 Regional Conference of the International Telecommunications Society (ITS): "The Intelligent World: Realizing Hopes, Overcoming Challenges", Los Angeles, USA, 25th-28th October, 2015
International Telecommunications Society (ITS), Calgary
The process of purchasing air tickets is often hovered with much uncertainties. Such uncertainties are introduced by complex pricing strategies and algorithms used by airline companies which vary ticket price based on dates, time of purchase and different routes selected. In order to reduce perceived uncertainties among consumers, agents such as try to present analytics information to assist consumer decision-making. This study seeks to understand the effect of analytics information on consumers' perceived uncertainty and decision to purchase airline tickets. Survey data will be collected from online air ticket buyers. Structural equation modeling technique will be used to analyze the data. Based on the results, we will suggest academic and practical implications.
Business Analytics
Uncertainty Mitigation
Online ticket purchase
Perceived Behavioral Control
Information Quality
Document Type: 
Conference Paper

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