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Self-service technology adoption by air passengers: a case study of fast air travel services in Taiwan

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  • Che-Hui Lien
  • Maxwell K. Hsu
  • Jing-Zhi Shang
  • Stephen W. Wang

Abstract

Self-service kiosks have become increasingly visible at airports. To date, however, research has not fully investigated air travelers’ perceptions of fast air travel services and the factors influencing air travelers’ intentions to adopt fast air travel services. Filling this gap and built upon the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) model, the present study proposed an integrated model featuring the relationship among perceived benefits of fast air travel services, perceived ease of use, perceived usefulness, perceived behavioral control, attitude, subjective norm, and adoption intentions. Using the mall intercept approach, a survey research project was conducted at an international airport in Taiwan, and a total of 582 valid responses were obtained. Empirical findings reveal that the perceived benefits of fast air travel services could be further categorized into six benefits: document scanning, bags to go, flight rebooking, self-boarding, bag recovery, and self-check-in. Meanwhile, the perceived benefits of fast air travel services positively and significantly influence perceived behavioral control, perceived ease of use, and perceived usefulness. Perceived ease of use positively and significantly influences the perceived usefulness of fast air travel services. Moreover, perceived usefulness predicts air travelers’ attitudes toward and intentions to use fast air travel services. Perceived behavioral control positively influences adoption intentions. The theoretical contributions and managerial implications are discussed at the end of this paper.

Suggested Citation

  • Che-Hui Lien & Maxwell K. Hsu & Jing-Zhi Shang & Stephen W. Wang, 2021. "Self-service technology adoption by air passengers: a case study of fast air travel services in Taiwan," The Service Industries Journal, Taylor & Francis Journals, vol. 41(9-10), pages 671-695, July.
    • Handle: RePEc:taf:servic:v:41:y:2021:i:9-10:p:671-695
    DOI: 10.1080/02642069.2019.1569634
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    Cited by:

    1. Yong, Shih Ween & Cheah, Jun-Hwa & Lim, Xin-Jean & Ng, Siew Imm & Leong, Yee Choy, 2023. "How to make you spend more in the airport? An investigation towards ECSI model on willingness to spend more in airport," Journal of Air Transport Management, Elsevier, vol. 112(C).
    2. Jin-Kyu Kim & Jae-Jang Yang & Yong-Ki Lee, 2023. "How Do Self-Service Kiosks Improve COVID-19 Pandemic Resilience in the Restaurant Industry?," Sustainability, MDPI, vol. 15(13), pages 1-21, June.
    3. Marvello Yang & Jingzu Gao & Qing Yang & Abdullah Al Mamun & Mohammad Masukujjaman & Mohammad Enamul Hoque, 2024. "Modeling the intention to consume and willingness to pay premium price for 3D-printed food in an emerging economy," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    4. Maryam Kalhoro & Hui Nee Au Yong & Charles Ramendran SPR, 2021. "Understanding the Factors Affecting Pro-Environment Behavior for City Rail Transport Usage: Territories’ Empirical Evidence—Malaysia," Sustainability, MDPI, vol. 13(22), pages 1-15, November.
    5. Yunsik Kim, 2023. "Examining the Impact of Frontline Service Robots Service Competence on Hotel Frontline Employees from a Collaboration Perspective," Sustainability, MDPI, vol. 15(9), pages 1-19, May.

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