Understanding the determinants of users’ continuance intention to buy low-cost airline flights online

Low-cost carriers’ (LCC) worldwide market share is gaining momentum. This paper aims to propose using the expectation confirmation model (ECM) combined with brand awareness and image, website quality and visual appeal to evaluate the continuance use intention of low-cost airlines (LCA) websites.

The empirical approach was based on an online survey of 272 individuals collected in Portugal. The data were analyzed using structural equation modeling.

Brand awareness, brand image and satisfaction are the variables that best explain continuance intention. The leftover constructs can empirically explain ECM.

This study seeks to understand the significance of brand awareness and image, website quality and visual appeal in LCA websites’ confirmation and continuance use intention. Understanding the influence on confirmation and long-term viability, strategies based on these conclusions are proposed for LCC companies to better promote consumers’ continuance use intention.

了解用户在线购买廉价航空航班持续意愿的决定因素

低成本航空公司 (LCC) 的全球市场份额正在增长。 本文提出使用期望确认模型（ECM）结合品牌知名度和形象、网站质量和视觉吸引力来评估低成本航空公司（LCA）网站的持续使用意愿。

本研究的实证方法基于对在葡萄牙收集的 272 个人的在线调查。 使用结构方程模型分析数据。

品牌知名度、品牌形象和满意度是最能解释持续意向的变量。 剩余的结构可以实证地来解释 ECM。

本研究旨在了解品牌知名度和形象、网站质量和视觉吸引力在 LCA 网站确认和持续使用意图中的重要性。 了解对确认和长期生存能力的影响, 基于这些结论为 LCC 公司提出策略, 以更好地促进消费者的持续使用意愿。