Revisiting “Disintermediation” in Travel Product Distribution of Airline Industry in Mobile Technology Era
Keywords:Disintermediation, Mobile Internet technology, Airline Industry
Disintermediation, which refers to dealing with customers directly through the e-booking platform, has been gradually embraced by travel product suppliers in recent years to avoid high distribution costs of the intermediaries. Additionally, the ever-increasing number of mobile users has encouraged suppliers to develop mobile-friendly websites to satisfy the needs of this growing sector. However, in the previous research, disintermediation has only been studied in the desktop technology context, while the impact of disintermediation in the mobile technology era still remains largely unknown. This study aims at filling this gap by revisiting the topic of disintermediation in the mobile technology context. 502 travellers from Hong Kong with Internet air ticket purchase experience participated in this study.
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