Flight ticket booking app on mobile devices: Examining the determinants of individual intention to use

In the context of intense market competition, airlines are enriching their business operations by offering flight ticket booking apps that can be downloaded on mobile devices. This study aims to examine the intention of individuals to use such apps, and uses Structural Equation Modelling (SEM) to analyse the data gathered from individuals in Malaysia. Perceived usefulness represents the greatest influence on individuals in respect of their intention to engage with such an app offered on a mobile device. Airline companies should consider using advances in ICT within their overall portfolio of marketing strategies, if they wish to become more competitive in the current market. They should utilise the interactive and attractive features of online channels in order to encourage more individuals to try their flight ticket booking apps on mobile devices. The proposed model could, be used as a baseline model in future research. (C) 2017 Elsevier Ltd. All rights reserved.