Predicting car drivers’ intention to use low cost airlines for intercity travel in Libya

Abstract

This study used an extended version of the theory of planned behaviour (TPB) to predict the travel intention of car drivers in Libya with regard to using the new low-cost carriers (LCC). In order to understand the willingness of travellers to accept the LCC in Libya and its antecedents, this study has added three constructs to the original TPB model, namely novelty seeking, trust, and external influences. The respondents in this study are 338 car drivers in Libya. The results of this study indicate that attitude towards LCC, perceived behavioural control, and subjective norm all have positive effects on the behavioural intention of taking LCC. Furthermore, novelty seeking and trust have indirect positive effects on behavioural intention. Trust, on the other hand, has an indirect positive influence on the three antecedents of intention in accepting LCC in Libya. Results also revealed that external influence (i.e. advertising campaigns by the media) has a significant indirect influence on car users’ intention to accept the new LCC via subjective norm and perceived behavioural control, and indirect influence on the behaviour intention of car users via novelty seeking with regard to attitude towards LCC and trust to perceived behavioural control.