Abstract
E-service markets for airlines have been growing rapidly over the past several years. Because they reduce the waiting time compared to offline shopping transactions. e-commerce and e-service marketing activities have attracted a great deal of attention as a means of increasing customers' awareness and favorable perceptions of online shopping. In this study we surveyed 236 international travelers who had purchased airline tickets from 30 different airline service websites in Taiwan. The results illustrate that customers' perceptions of both trust and usefulness, which are the factors of the technology acceptance perspective, positively moderate the relationship between e-service quality, perception of service value and service satisfaction.
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