Abstract

Purpose: The purpose of this paper is to utilise the existing theories on consumer behaviour and scales within web quality to develop a framework for measuring travellers' web satisfaction and willingness to purchase tickets through airlines' web sites. Design/methodology/approach: The paper is discursive, based on the analysis and synthesis of literature pertaining to e-consumer behaviour, web quality and travel and tourism streams. Gaps in the previous research have been identified and a conceptual framework is consequently proposed. In addition, further research and methodology is suggested. Findings: The paper proposes a conceptual framework that can measure consumers' electronic satisfaction and intention to purchase tickets from airlines' web sites. The framework includes nine constructs: information quality, system quality, perceived usefulness, perceived ease of use, e-trust, airline reputation, price perception, e-satisfaction and intention to purchase. Research limitations/implications: As a conceptual paper, the study is limited to literature and prior empirical research, identifying gaps and proposing a framework. The paper recommends further empirical validation of the proposed integrated model. Practical implications: The framework is helpful for decision makers within airline companies to identify the factors that can satisfy travellers when using an airline's own web site and influence them to buy e-tickets. Originality/value: The paper fills gaps in the knowledge of e-consumer behaviour and web quality within the airline industry through suggesting a framework that helps decision makers to enhance or modify their existing marketing strategies and web site appearance. © Emerald Group Publishing Limited.