Influences of Website Quality on Online Purchase Intention of Air Ticketing Service: In case of Mongolia

Abstract

Business operation was more related with human contribution at end of 20 th century. Rapid development of internet technology has changed business environment. More than ever, consumers more like to gather information about product or services and to make purchase using internet. For the reason, E-Commerce website is integral part of business in order to increase profit. Research focused to investigate influences of website quality factors (usability, website design, information quality, trust, perceived risk, empathy) on online purchase intention of Mongolian consumers. Questionnaire design based on Barnes and Vidgen's model and data was collected from 265 respondents by online. Correlation and regression analysis was used to measure relationship of variables. Research findings show website design, information quality, trust more positive influence on online purchasing intention than usability, empathy, perceived.