Technology readiness and mobile self-service technology adoption in the airline industry: An emerging market perspective

Abstract

Orientation: While mobile applications are seen as the way forward for airlines and airports alike, not much is known about consumers’ readiness to adopt such self-service technologies. This is important because of lower than expected adoption rates of traditional self-service technologies (online websites and check-in kiosks) in the airline industry.

Research purpose: The purpose of this study was to determine passengers’ level of technology readiness and its influence on their adoption of mobile self-service technologies in the airline industry of South Africa.

Motivation for the study: To ensure the adoption of mobile self-service technologies in the airline industry, it is necessary to uncover consumers’ readiness and adoption behaviours towards such technologies.

Research design, approach and method: Primary data were collected from 315 respondents using a structured questionnaire. The sample comprised South African citizens who had travelled using an airline either domestically or internationally within the previous 12 months. Regression analysis was used to test hypotheses posited in the study.

Main findings: The findings showed that airline self-service mobile application adoption is influenced by technology readiness, perceived ease of use and perceived usefulness; both perceived ease of use and perceived usefulness are influenced by technology readiness; and perceived ease of use strongly influences perceived usefulness regarding airline mobile self-service application adoption.

Practical/managerial implications: Effective communication aimed at enhancing the perception that airline self-service mobile applications are easy to use is essential to increase the adoption of mobile applications in the airline industry.

Contribution/value-add: The article contributed by applying the TRAM construct to the use and adoption of self-service mobile applications in the airline industry. In addition, the study also integrated the recently refined TRI 2.0 into the TRAM construct (TRAM 2.0).