Self-Service Technology Adoption By Air Passengers: A Case Study Of Fast Air Travel Services In Taiwan

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.