Information search and evaluation of alternatives in online airline ticket purchase: two case studies investigating consumers' online purchase decision-making process and influence of education

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The first stage in the consumer buying process is generally recognized by the information search. In particular, the ability to collect product/service information and evaluate the different product offerings from different providers is often viewed as one of the main competitive challenges of e-commerce. Online purchase intention has been investigated using two different consumer perspectives: a highly-educated and a less educated. An empirical study in which contribution of both perspective are investigated is reported. Two study groups each constituting of 100 participants, representing highly educated and less educated consumers, were selected. Data were collected through interviews and a specifically designed questionnaire. Responses of provided by the participants were analyzed both quantitatively and qualitatively. This analysis allowed us to investigate various factors effecting consume...