FACTORS INFLUENCING CONTINUANCE USAGE INTENTION OF AIRLINE WEB SITES THROUGH A WEBSITE QUALITY EVALUA T!ON APPROACH

The advantages of using airline websites are well documented; even then, the
continuance usage intention to use airline websites is quite low compared to other
information system. Evidence exists that customers long term intention to use is very
important for successful adoption of information systems. The quality of website, not
only depend on technological factors, but also on behavioral characteristics of
customers who use it. Few studies integrate website quality evaluation with consumer
behavior studies. The lack of trust and dissatisfaction of customer leads to low level
continuance usage intention to use information system. However, very limited studies
exist which investigate customer continuance usage intention to use airline websites.