The Effect of Lifestyle on Online Purchasing Decision for Electronic Services: The Jordanian Flying E-Tickets Case

Abstract

This study aims to examine how Jordanian passenger’s lifestyle effects their buying decisions of online e-tickets by utilizing the AIO theory (Activities, Interests, and Opinions). A convenience sample of 473 passengers from the Jordanian airport was chosen as the population in order to verify the hypotheses and research framework. The results of the study show that the lifestyle of Jordanian passengers significantly influences their purchase of e-tickets. The analysis of the results indicates that each of the lifestyle dimensions: Activities, Interests, and Opinions, had a significant positive effect on the purchasing decision of the e-ticket Service.