The problem. The purpose of this study was to examine factors that influence airline travelers' acceptance of on-line reservation and ticketing via the Internet. Of particular interest was the utilization of the Internet as a marketing medium as it relates to consumer purchasing behavior on-line.;Method. An empirical study was conducted to analyze consumer purchasing behavior on-line via the Internet. An instrument was distributed via a major airline Internet web site. Four-thousand three-hundred ninety-seven consumers responded. Inferential statistics were used to test for the significance of differences and relationships at the.05 level of significance.;Results. Consumer demographics were analyzed along with their respective independence with purchasing behaviors. Relationships among age, family income and on-line purchasing behavior of airline travelers were found. Further, significant findings were discovered concerning the type of media sources that consumers utilized for finding on-line web sites and for on-line purchasing of airline tickets. Airline specials and related travel services were analyzed for rankings of importance to the consumer.
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