Impacts of website quality and brand awareness on consumers purchase intention of airline tickets online: an empirical study among Chinese students learning in the UK

Online purchasing of airline tickets has become a common trendin the market. This research intends to identify the impact of website quality and brand awareness in influencing the purchase intention of Chinese students pursuing higher studies in the UK. The entire research has been segregated into five chapters. Context of the study, its relevance, research aims and objectives have been mentioned in the first chapter. The concepts related to the concerning issue have been discussed in the second chapter. The third chapter deals with the methodologies applied in this research. In this research, the researcher has used quantitative method to analyse primary data. Responses of 143 Chinese students have been gathered through survey questionnaire. In the fourth chapter, the researcher has investigated the collected data with the help of SPSS. Based on correlation analysis and hypothesis testing, it has been found that website quality is closely related with brand awareness and purchase intention among the customers. In the last chapter, the researcher has provided suggestions to improve the website quality by modifying the website content.


Impacts of website quality and brand awareness on consumers purchase intention of airline tickets online: an empirical study among Chinese students learning in the UK

Type: Dissertation
Domain: Brand Awareness- Purchase Intension
Words: 6000
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