Purpose- The aim of the study is to examine the impact of perceived ease of use (PEOU) and perceived usefulness (PU) of the AI applications introduced in the aviation sector on the online experience (OE) of the customers leading to customer satisfaction (CS) and resulting in purchase intention (PI) with mediating role of OE.

Design/methodology/approach- A conceptual model is developed to examine the impact of PEOU and PU on OE leading to CS and PI with mediating role of OE based on TAM model. 261 responses were obtained using a questionnaire and analyzed using Structural Equation Modelling (SEM) and Hayes Macros.

Findings- The results reveal that PEOU and PU have significant impact on OE. OE is found to have significant impact on CS and CS has a strong significant impact on PI. The indirect impact of PEOU on CS via OE, PU on CS via OE and is found to be significant proving strong mediating role of OE.

Originality- This study provides empirical evidence to all the direct and unique indirect relationships in the model. The mediating role of OE between two paths- PEOU and CS, PU and CS has not been explored in the previous studies. Previous studies have evaluated technology adoption using TAM model. This study evaluates the OE of the customers who are using AI applications for booking their airline tickets.

Practical Implications- The conceptual model can be used by the aviation industry marketers to evaluate customer’s online experience and their satisfaction level. Based on the outcome, they may redesign and develop their online products and AI applications that are easy to use and useful for the customers. They may provide personalized solutions that are being used by customers for booking airline tickets.