The Effect of Technology Readiness on Customers' Attitudes toward Self-Service Technology and Its Adoption; The Empirical Study of U.S. Airline Self-Service Check-In Kiosks

Woojin Lee, Cassandra Castellanos, H. S. Chris Choi

Research output: Contribution to journalArticle

19 Citations (Scopus)

Abstract

Airline self-service check-in kiosks are increasingly becoming an option for today's passengers. This article aims to develop a model, using the technology readiness (TR) construct, to predict passenger's intentions to use a self-service check-in kiosk. Structural Equation Modeling is applied to determine the validity of the model and the hypotheses. The findings show that TR has a positive effect on attitudes toward kiosks, attitudes toward the kiosk provider, and overall intentions to use a kiosk. Interestingly, attitudes toward kiosks positively affect attitude toward the kiosk provider. Further research recommends using cross-cultural data.

Original languageEnglish (US)
Pages (from-to)731-743
Number of pages13
JournalJournal of Travel and Tourism Marketing
Volume29
Issue number8
DOIs
StatePublished - Nov 2012

Fingerprint

modeling
Empirical study
Technology readiness
Customer attitude
Intention to use
Self-service technology
Airlines
effect
services
Structural equation modeling

Keywords

  • attitude
  • Self-service check-in kiosks
  • structural equation modeling
  • technology readiness

ASJC Scopus subject areas

  • Marketing
  • Tourism, Leisure and Hospitality Management

Cite this

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abstract = "Airline self-service check-in kiosks are increasingly becoming an option for today's passengers. This article aims to develop a model, using the technology readiness (TR) construct, to predict passenger's intentions to use a self-service check-in kiosk. Structural Equation Modeling is applied to determine the validity of the model and the hypotheses. The findings show that TR has a positive effect on attitudes toward kiosks, attitudes toward the kiosk provider, and overall intentions to use a kiosk. Interestingly, attitudes toward kiosks positively affect attitude toward the kiosk provider. Further research recommends using cross-cultural data.",
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AB - Airline self-service check-in kiosks are increasingly becoming an option for today's passengers. This article aims to develop a model, using the technology readiness (TR) construct, to predict passenger's intentions to use a self-service check-in kiosk. Structural Equation Modeling is applied to determine the validity of the model and the hypotheses. The findings show that TR has a positive effect on attitudes toward kiosks, attitudes toward the kiosk provider, and overall intentions to use a kiosk. Interestingly, attitudes toward kiosks positively affect attitude toward the kiosk provider. Further research recommends using cross-cultural data.

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