VALUE CHAIN, INFORMATION TECHNOLOGY AND INTERNET NETWORKS INFLUENCES ON ADOPTING ELECTRONIC TICKET BOOKING ACTIVITY AND ITS ROLE IN COST REDUCTION

Abstract

Given this is something that has proved to be a success factor for modern airlines, exploring the same in contemporary research would not be irrelevant either. This study, therefore, looks at how value chain technology, information technology, and internet networks influence consumer behavior in adopting electronic ticket-booking in Iraq. Apart from that, this study also explores how cost reduction mediates the association of the value chain technology, information technology, internet networks, and the adoption of electronic ticket bookings. The data were collected through questionnaires for airline customers in Iraq. Smart-PLS was used to verify the reliability of data and to investigate the relationships among the variables. The results identified that the association of value chain technology, information technology, and internet network was positively associated with the adoption of electronic ticket booking. Additionally, it has been cleared that cost reduction significantly mediates the relations of those factors towards the adoption of electronic ticket booking. The study makes valuable inputs to the regulator agencies to formulate policies that encourage customers to adopt electronic ticket booking through efficient use of value chain technology, information technology, and strong internet networks.