AIRLINE TICKETS ON SHARING PLATFORMS: MEASURING PREDICTORS OF PURCHASE INTENTION

• Autor(a) principal: Souza Silva, Adrielly
• Data de Publicação: 2023
• Outros Autores: Costa, Marconi Freitas da, Gomes Fialho, Regina Gabriela
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Eletrônica de Estratégia e Negócios
• Texto Completo: https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/12578
• topic: flight tickets; Sharing Economy; socially responsible consumption; technology readiness; price awareness; pasajes aéreos; economía de compartiendo; consumo socialmente responsable; disponibilidad para la tecnología; conciencia de precios; passagens aéreas; economia do compartilhamento; consumo socialmente responsável; prontidão para a tecnologia; consciência de preço

This research was developed to investigate how socially responsible consumption (CSR), technology readiness (PPT) and price awareness (CP) could affect the intention to purchase airline tickets on sharing platforms. With an online survey, the study made use of a quantitative approach. Data were analyzed based on multiple linear regression. The results indicated that the constituent demand of this segment, whose importance has been elucidated in recent years, is most strongly impacted by its degree of acceptability on technological resources (PPT). The findings also indicate that, contradictorily, social and environmental concerns (CSR) reduce purchasing interest, even though the shared economy literature finds it as a model of sustainability. Moreover, while low prices are in practice one of the main promotional arguments used by these organizations, their potential consumers do not form their decisions based on this element (CP). It is prudent to infer, therefore, that this study contributes to elucidate technology as the main competitive resource of these channels, while at the same time questioning the feasibility of situating price as a central element of differentiation.