Toward an integrated model of adoption of mobile phones for purchasing ancillary services in air travel

Abstract

Purpose – Recently, ancillary services' (e.g. bag processing, preferred seating) contribution to the overall air travel revenues has become substantial. Yet, no study to date has addressed how these services are purchased. This study aims to investigate air travelers' adoption of mobile phones to purchase ancillary air travel services. Design/methodology/approach – A comprehensive structural model was developed based on the Technology Acceptance Model and augmented with constructs like trust, privacy, security, innovativeness, and personalization. The model was validated using confirmatory factor analysis and structural equations modeling. Findings – The model explained 84 percent of the variability in intentions to use mobile phones to purchase air travel ancillary services. The strongest predictor of attitudes was perceived usefulness, followed by perceived ease of use and trust. Research limitations/implications – First, this study's extended theoretical framework was well supported, as it captures relevant system perceptions (e.g. usefulness, ease of use) and personal traits of consumers (e.g. innovativeness), thus extending the classic paradigmatic approach to technology adoption beyond system beliefs. Second, the study explains the relationships among trust, security, and privacy in m-commerce. Third, this study explicates the roles of innovativeness and personalization, which have not been examined in the context of m-commerce in travel. Practical implications – This study offers managers an understanding of factors leading to adoption of mobile phones for purchasing air travel ancillary services. Originality/value – This study provides a first theoretical perspective on the purchasing behavior of services that have not been studied so far, but have an increasingly substantial financial significance for the airline industry.