Because air tickets are expensive to purchase, but hard to appreciate their monetary value in advance, a mistake in the process can result in a significant loss to the purchaser. This study clearly shows that nonpurchasers are more influenced by this compelling factor. Thus, it is necessary to assure that web vendors’ performance is reliable in order to convert nonpurchasers to purchasers. Furthermore, nonpurchasers must be persuaded that purchasing airtickets online is simply a different way to purchase exactly the same product that has been sold in a traditional way.