Abstract
This study explored behavioral models based on low-cost carrier customers’ use of a ticketing app. Technology readiness, service convenience, and corporate credibility were evaluated in the model. A total of 815 valid responses were collected from customers of Tigerair, Taiwan, who had flown from one of the two major international airports in Taiwan. With technology readiness regarded as the grouping variable, the results indicated that corporate credibility significantly affected customers’ intentions to use the app, whereas the effects of service convenience on the technology exploration, technology contradiction, and the technology insecurity groups varied. Finally, this paper presents a discussion of management implications and suggestions for future studies.
Highlights
In an era of continuous technological advancement, the application of technology and the internet have become increasingly popular
The results of the analysis indicated that the average variance extracted and the construct reliability of each factor exceeded 0.5 and 0.6, respectively, revealing the desirable convergent validity among technology readiness, corporate credibility, and customers’ app-use intentions (Table 3)
The values of the four constructs measuring technology readiness among the three groups (Table 4) indicated that service convenience significantly affected app-use intentions in the technology exploration group, which exhibited a low perception of negative constructs
Summary
In an era of continuous technological advancement, the application of technology and the internet have become increasingly popular. Aviation companies should focus on applying new technology (e.g., mobile apps), continuously developing additional services, and enhancing the service convenience for customers to improve service quality and reduce human resource-related service costs. In this consumer-oriented era, service convenience has become essential. Lin and Chang [13] developed and tested a model that integrates the role of technology readiness into the technology acceptance model They found that technology readiness influences perceived usefulness, perceived ease of use, attitude toward using self-service technologies, and behavioral intentions. The study results regarding these effects have implications for the management and market segmentation of LCC customers in relation to their use and acceptance of LCC-provided apps
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