A study of the acceptance and resistance of airline mobile application services: with an emphasis on user characteristics
by Hyo-Seon Yang; Jin-Woo Park
International Journal of Mobile Communications (IJMC), Vol. 17, No. 1, 2019

Abstract: The purpose of this study is to better understand how three customer characteristics - attitude toward change, mobile literacy, and the mental model - affect the perceived usefulness and ease of use of airline mobile application services, and how these factors affect customer demand for services. For this purpose, we conduct a targeted survey of passengers who have used an airline mobile application, and analyse 383 copies of this survey using structural equation modelling via a maximum likelihood estimator. The analysis reveals that, of the various user characteristics, a user's mental model has the strongest effect on the perceived usefulness and ease of use of the services. In addition, these perceptions have statistically significant effects on customer acceptance and resistance.

Online publication date: Wed, 05-Dec-2018

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