Examining the Effect of Digital Ratings on Gen Z Purchase Intention in the Airline Industry: the Mediating Role of Perceived Ease of Use
Year: 2026
Type: conference-paper
Study design: Observational Study
Abstract: Digital platforms have transformed the way consumers evaluate products and services, making digital ratings a critical source of information that shapes purchasing decisions. Despite the growing importance of online ratings, limited research has examined their effects on Gen Z purchase intention in the airline industry, particularly through the mediating role of perceived ease of use. This study aims to examine the effect of digital ratings on purchase intention among Gen Z consumers and to assess the mediating role of perceived ease of use. A quantitative cross-sectional survey was conducted involving 120 respondents who had previously searched for airline information through digital platforms. Data was analyzed using PLS-SEM with SmartPLS 4. The results indicate that digital ratings significantly and positively influence both perceived ease of use and purchase intention. Perceived ease of use has a significant positive effect on purchase intention and mediates the relationship between digital ratings and purchase intention. These findings suggest that digital ratings facilitate consumers’ information processing activities and increase their willingness to purchase airline services. This study extends theory of TAM by highlighting the role of digital ratings in shaping consumer behavior within the airline industry. The findings provide insights for airline companies seeking to enhance customer engagement and purchase intention through effective management of digital rating systems and online platforms.
Institution: Universitas Paramadina
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7202072875