Website Usability, Content Marketing and Reuse Intention of Airline E-Tickets Services

Abstract

The moderating role of content marketing on the relationship between website usability and reuse intention of Airline E-Tickets Services was examined in this study, utilizing theory of planned behaviour (TPB), and e-technology acceptance model (TAM). 216 questionnaires were analysed using partial least squares structural equation modelling. The results show a positive relationship between website usability and reuse intention, and that content marketing moderated website usability in increasing and strengthening the intent of customer’s reuse of online E-Tickets services.  This study proves the importance of adequate content marketing on the product and the online shopping procedure in motivating the intention of online services among customers. Decision-makers or marketing department planers of airline companies both will benefit from this study.