Understanding the determinants of users’ continuance Intention to buy low‐cost airline flights online

Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence

We show evidence on the influence of brand awareness and image, website quality, and visual appeal on the confirmation and continuance use intention of low-cost airlines websites, by combining these four variables with the expectation confirmation model (ECM). Based on a sample of 272 respondents, we demonstrate that brand awareness, brand image, and satisfaction are the variables that best explain continuance intention. The leftover constructs can empirically explain ECM. Strategies based on these conclusions are proposed for low-cost carrier companies to better promote consumers’ continuance use intention.