Understanding the determinants of users' continuance intention to buy low-cost airline flights online

Purpose Low-cost carriers' (LCC) worldwide market share is gaining momentum. This paper aims to propose using the expectation confirmation model (ECM) combined with brand awareness and image, website quality and visual appeal to evaluate the continuance use intention of low-cost airlines (LCA) websites. Design/methodology/approach The empirical approach was based on an online survey of 272 individuals collected in Portugal. The data were analyzed using structural equation modeling. Findings Brand awareness, brand image and satisfaction are the variables that best explain continuance intention. The leftover constructs can empirically explain ECM. Originality/value This study seeks to understand the significance of brand awareness and image, website quality and visual appeal in LCA websites' confirmation and continuance use intention. Understanding the influence on confirmation and long-term viability, strategies based on these conclusions are proposed for LCC companies to better promote consumers' continuance use intention.