11. Airline Technological Services and Airline Passengers’ Purchase Intention: An Investigation

Liberalization has brought global competition to a high level. The increase in the level of competition has caused the transition to the product differentiation phase in airlines. It is seen that the competitive environment has caused the airline industry to innovate, and new strategic models have emerged. The developments in the sector contribute to an increase in the welfare level in sociocultural and socioeconomic terms. Airlines support tourism and the economy through travel and product/service exchange. The need for travel has caused airline companies to increase their offerings. It is known that airline companies see technology as one of their revenue-increasing methods. Developing technological applications affects passengers’ travel perceptions and experiences. Younger generations are more technology addicted, and they take a larger share of the pie. These younger generations embrace technological developments because they were born and grew up in the world of technology; mobile phones bridge an uninterrupted link with social networks, demonstrating the impact of technology on generations. Purchasing, which is the last stage of the consumer behavior process, follows the decision-making stage, and experiencing is the last step in this process. As recognized, understanding consumer behavior, purchasing decision process, and purchasing intention should be analyzed in detail to reveal the purchase intention. This study aims to examine the travel perception of airline passengers based on technology and to reveal the relationship between technology and purchasing behavior.