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Title: A study of the acceptance and resistance of airline mobile application services: with an emphasis on user characteristics

Authors: Hyo-Seon Yang; Jin-Woo Park

Addresses: Reservation Sales Support, Asiana Airlines, 76, Saemunan-ro, Jongno-gu, Seoul, 03185, South Korea ' School of Business, Korea Aerospace University, 76 Hanggongdaehak-ro, Deokyang-gu, Goyang-si, Gyeonggi-do, 421-791, South Korea

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.

Keywords: user characteristics; perceived usefulness; perceived ease of use; acceptance; resistance.

DOI: 10.1504/IJMC.2019.096514

International Journal of Mobile Communications, 2019 Vol.17 No.1, pp.24 - 43

Received: 23 Nov 2016
Accepted: 02 Nov 2017

Published online: 16 Oct 2018 *

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