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The study aimed to identify and measure the factors affecting the intention to buy air ticket online in Vietnam by surveying 331 consumers aged 18 and over who bought air ticket online. The SPSS 20 tool was used to analyze the reliability of the scale through the Cronbach’s Alpha coefficient, EFA exploratory factor analysis, and linear regression analysis. Research results show that positive impact factors, decreasing by their strength, include: Perceived Benefit, Reliability, Reputation, Subjective Norm, Perceived Ease of Use. Meanwhile, Perceived Risk has a negative impact on the intention to buy air ticket of consumers. The results also help managers recognize the importance of the factors that affect the buying behavior of the consumers, and consequently make appropriate strategic adjustments and actions in the competitive process for air ticket online presently.
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