文档介绍：International Journal of Basic & AppliedSciences IJBAS-IJENS Vol:09 No:10 4 91710-2525 IJBAS-IJENS ? December2009IJENS I J E N S Website Quality and Consumer Online Purchase Intention of Air Ticket Mohd Fazli Mohd Sam 1, and Md Nor Hayati Tahir 1 1Technology Management Department, Faculty of Technology Management & Technopreneurship, University of Technical Malaysia Melaka, Melaka 75300 Malaysia Abstract— application has been used by many firms especially the low-cost airline service providers in supporting theirmarketing activities. Thus, it is crucial to know 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 air ticket. A self-administered questionnaire 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 improve consumers online purchase intention, service providers should provide service with empathy and enhance customers’ trust. The results of study provide a