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 visual appeal evaluate continuance use intention of low-cost airlines (LCA) websites. Design/methodology/approach The empirical approach was based on an online survey 272 individuals collected in Portugal. data were analyzed structural equation modeling. Findings Brand awareness, image satisfaction are variables that best explain intention. leftover constructs can empirically ECM. Originality/value study seeks understand significance LCA websites’ Understanding influence long-term viability, strategies these conclusions proposed for LCC companies better promote consumers’