본문 바로가기
KERD
논문KCI 등재

Airline Self-Service Technology Adoption: Moderating Impact of Gender and Experience

0

조회

0

다운로드

2

인용

0

참고문헌

키워드

초록

Purpose: The purpose of the paper is to examine the role of technology paradoxes, including technology anxiety, insecurity and forced usage, to understand consumer adoption behavior towards self-service technology. The present study also investigates the moderating effect of gender and experience on the relationship between paradoxes and adoption attitude towards self-service technology. Design/methodology/approach: In this study, a quantitative research approach was employed. We tested the research hypotheses using survey data collected from 249 users of self-service technology in the airline sector. Further, we tested the structural path relationship using SmartPLS-4. Findings: The findings have revealed the significant impacts of technology anxiety and insecurity on adoption attitude. The findings also reveal the partial moderating roles of gender and experience in the link between paradoxes and adoption attitude. Research limitations/implications: This study does not consider other factors influencing consumer adoption of self-service technology, such as ease of use, trust, and speed. The present study relies on cross sectional data to study consumer attitudes. Longitudinal research is required to examine consumer adoption attitudes towards technology in long run. Originality/value: The present study contributes to literature by investigating the role of paradoxes to understand consumer adoption attitudes and also determine the strategies that must be focused upon by service providers to enhance the experience of customers using self-service technology.

Abstract

Purpose: The purpose of the paper is to examine the role of technology paradoxes, including technology anxiety, insecurity and forced usage, to understand consumer adoption behavior towards self-service technology. The present study also investigates the moderating effect of gender and experience on the relationship between paradoxes and adoption attitude towards self-service technology. Design/methodology/approach: In this study, a quantitative research approach was employed. We tested the research hypotheses using survey data collected from 249 users of self-service technology in the airline sector. Further, we tested the structural path relationship using SmartPLS-4. Findings: The findings have revealed the significant impacts of technology anxiety and insecurity on adoption attitude. The findings also reveal the partial moderating roles of gender and experience in the link between paradoxes and adoption attitude. Research limitations/implications: This study does not consider other factors influencing consumer adoption of self-service technology, such as ease of use, trust, and speed. The present study relies on cross sectional data to study consumer attitudes. Longitudinal research is required to examine consumer adoption attitudes towards technology in long run. Originality/value: The present study contributes to literature by investigating the role of paradoxes to understand consumer adoption attitudes and also determine the strategies that must be focused upon by service providers to enhance the experience of customers using self-service technology.

참고문헌 (64)

  1. Alshehri, A., "The moderating effects of experience and training on students’ use of a learning management system", International Journal of Information and Education Technology, 10(9), pp.685~693 (2020)
  2. Amin, H., "Undergraduate attitudes and expectations for mobile banking", Journal of Internet Banking and Commerce, 11(3), pp.15~20 (2006)
  3. Arifin, R., "Factor Influencing Consumer's Purchase Intention on E-Commerce in Indonesia During Pandemic Covid-19Based on Gender Moderation", Conference on Broad Exposure to Science and Technology 2021 (BEST 2021), pp.223~229 (2021), Atlantis Press
  4. Assaker, G., "Age and gender differences in online travel reviews and user-generated-content(UGC)adoption : extending the technology acceptance model(TAM)with credibility theory", Journal of Hospitality Marketing & Management, 29(4), pp.428~449 (2020)
  5. Brehm. J., "A Theory of Psychological reactance" (1996), Academic Press
  6. Castillo-Manzano, J. I., "Check-in services and passenger behaviour : Self-service technologies in airport systems", Computers in Human Behavior, 29(6), pp.2431~2437 (2013)[DOI]
  7. Castro, D., "Embracing the self-service economy" (2010), The Information Technology and Innovation Foundation
  8. Chien, T. C., "Factors Influencing Computer Anxiety and Its Impact on E-Learning Effectiveness: A Review of Literature", Computer Science, Education, Psychology (2008)
  9. "All India Association of Industries" (2023)[URL]
  10. Cobelli, N., "Factors affecting the choices of adoption", non-adoption of future technologies during coronavirus pandemic, 2021, pp.169, 120814~
  11. Cserdi, Z., "Attitudes to forced adoption of new technologies in public transportation services", Research in Transportation Business & Management, 41, pp.100611~ (2020)[DOI]
  12. Cunningham, L. F., "Consumer views of self-service technologies", The Service Industries Journal, 28(6), pp.719~732 (2008)[DOI]
  13. Curran, J. M., "Intentions to use self-service technologies : A confluence of multiple attitudes", Journal of Service Research, 5(3), pp.209~224 (2003)[DOI]
  14. Eagly, A. H., "The psychology of attitudes" (1993), Harcourt Brace Jovanovich College Publishers
  15. Evanschitzky, H., "Consumer trial, continuous use, and economic benefits of a retail service innovation : The case of the personal shopping assistant", Journal of Product Innovation Management, 32(3), pp.459~475 (2015)[DOI]
  16. Feng, W., "Understanding forced adoption of self-service technology : The impacts of users' psychological reactance", Behaviour & Information Technology, 38(8), pp.820~832 (2018)[DOI]
  17. Festinger, L., "A theory of cognitive dissonance (Vol. 2)" (1962), Stanford University Press
  18. Fornell, C., "Structural equation models with unobservable variables and measurement error : Algebra and statistics", Journal of Marketing research, 18(3), pp.382~388 (1981)
  19. Gunasinghe, A., "Role of technology anxiety within UTAUT in understanding non-user adoption intentions to virtual learning environments : the state university lecturers' perspective", International Journal, 13(3), pp.284~308 (2021)
  20. Gures, N., "Assessing the self-service technology usage of Y-Generation in airline services", Journal of Air Transport Management, 71, pp.215~219 (2018)[DOI]
  21. Hair Jr, J. F., "Assessing measurement model quality in PLS-SEM using confirmatory composite analysis", Journal of Business Research, 109, pp.101~110 (2020)
  22. Hair Jr, J. F., "A primer on partial least squares structural equation modeling (PLS-SEM)" (2016), Sage Publications
  23. Hair, J. F. J., "Multivariate data analysis a global perspective" (2010), Pearson Education Inc
  24. Hair, J. F., "PLS-SEM : Indeed a silver bullet", Journal of Marketing theory and Practice, 19(2), pp.139~152 (2011)
  25. Henseler, J., "A new criterion for assessing discriminant validity in variance-based structural equation modeling", Journal of the Academy of Marketing Science, 43, pp.115~135 (2015)
  26. Henseler, J., "Testing measurement invariance of composites using partial least squares", International Marketing Review, 33(3), pp.405~431 (2016)
  27. Hsiao, C. H., "Investigating factors affecting the acceptance of self-service technology in libraries : The moderating effect of gender", Library Hi Tech, 33(1), pp.114~133 (2015)[DOI]
  28. Hui, T. K., "Factors affecting Internet shopping behaviour in Singapore : gender and educational issues", International Journal of Consumer Studies, 31(3), pp.310~316 (2007)
  29. Islam, M. N., "Factors affecting adoption of self-service E-ticketing technology : A study on heritage sites in Bangladesh", Heliyon, 9(3), pp.e14691~ (2023)
  30. Johnson, D. S., "Understanding how technology paradoxes affect customer satisfaction with self-service technology : The role of performance ambiguity and trust in technology", Psychology &Marketing, 25(5), pp.416~443 (2008)[DOI]
  31. Kaushik, A. K., "Innovation adoption across self-service banking technologies in India", International Journal of Bank Marketing, 33(2), pp.96~121 (2015)[DOI]
  32. Kaushik, A. K., "Tourist behaviour towards self-service hotel technology adoption : Trust and subjective norm as key antecedents", Tourism Management Perspectives, 16, pp.278~289 (2015)[DOI]
  33. Kim, D., "The effects of protection motivation and perceived innovation characteristics on innovation resistance and innovation acceptance in internet primary bank services", Global Business & Finance Review(GBFR), 25(1), pp.1~12 (2020)
  34. Kleijnen, M., "An exploration of consumer resistance to innovation and its antecedents", Journal of Economic Psychology, 30(3), pp.344~357 (2009)[DOI]
  35. Kock, N., "Common method bias in PLS-SEM : A full collinearity assessment approach", International Journal of e-Collaboration(ijec), 11(4), pp.1~10 (2015)
  36. Kwak, H., "What products can be successfully promoted and sold via the internet", Journal of Advertising Research, 42(1), pp.23~38 (2002)
  37. Lee, V., "The effect of E-commerce service quality factors on customer satisfaction, purchase intention, and actual purchase in uzbekistan", Global Business & Finance Review, 27(3), pp.56~74 (2022)
  38. Lee, W., "The effect of technology readiness on customers' attitudes toward self-service technology and its adoption; the empirical study of US airline self-service check-in kiosks", Journal of Travel & Tourism Marketing, 29(8), pp.731~743 (2012)[DOI]
  39. Liu, S., "The impact of forced use on customer adoption of self-service technologies", Computers in Human Behavior, 28(4), pp.1194~1201 (2012)[DOI]
  40. Mandina, S. P., "Consumer readiness to adopt self-service life assurance products", British Journal of Management and Marketing Studies, 4(1), pp.45~71 (2021)
  41. Marikyan, D., "Cognitive Dissonance in Technology Adoption : A Study of Smart Home Users", Information Systems Frontiers, 25(3), pp.1~23 (2020)[DOI]
  42. Meuter, M. L., "Choosing among alternative service delivery modes : An investigation of customer trial of self-service technologies", Journal of Marketing, 69(2), pp.61~83 (2005)
  43. Na, T. K., "Moderating effect of gender on the relationship between technology readiness index and consumers' continuous use intention of self-service restaurant kiosks", Information, 12(7), pp.280~ (2021)
  44. O'cass, A., "Web retailing adoption : exploring the nature of internet users Web retailing behaviour", Journal of Retailing and Consumer Services, 10(2), pp.81~94 (2003)
  45. Parasuraman, A., "Technology Readiness Index(TRI)a multiple-item scale to measure readiness to embrace new technologies", Journal of Service Research, 2(4), pp.307~320 (2000)
  46. Park, J. S., "Consumer acceptance of self-service technologies in fashion retail stores", Journal of Fashion Marketing and Management : An International Journal, 25(2), pp.371~388 (2021)
  47. Patsiotis, A., "The antecedents of m-banking usage under capital controls in Greece-a mixed methods approach", International Journal of Bank Marketing, 40(7), pp.1477~1500 (2022)
  48. Pijpers, G. G., "Senior executives' use of information technology", Information and software Technology, 43(15), pp.959~971 (2001)
  49. Pine, B. J., "Welcome to the experience economy (Vol. 76)", pp.97~105 (1998), Harvard Business Review Press
  50. Rasoolimanesh, S. M., "Factors influencing residents' perceptions toward tourism development : Differences across rural and urban world heritage sites", Journal of Travel Research, 56(6), pp.760~775 (2017)
  51. Reinders, M. J., "Consequences of forcing consumers to use technologybased self-service", Journal of Service Research, 11(2), pp.107~123 (2008)[DOI]
  52. Ringle, C. M., "SmartPLS (Version 3)" (2015), Boenningstedt, Germany
  53. Rosen, L. D., "Computerphobia", Behavior Research Methods, Instruments, &Computers, 19(2), pp.167~179 (1987)
  54. Safaeimanesh, F., "Self-service technologies(SSTs)the next ―frontier in service excellence : Implications for tourism industry", Sustainability, 13(5), pp.2604~ (2021)
  55. Schmitt, B., "Experiential marketing", Journal of Marketing Management, 15(1-3), pp.53~67 (1999)
  56. Soo-Young, H., "Effects of Online Purchase e-CRM activities and e-Customer Satisfaction on e-Loyalty during COVID-19 : The Mediating Effects of e-Customer Satisfaction", Global Business & Finance Review, 27(5), pp.100~114 (2022)
  57. Timmor, Y., "Being the same and different : A model explaining new product adoption", Journal of Consumer Behaviour : An International Research Review, 7(3), pp.249~262 (2008)
  58. Tripathi, S., "Moderating effects of age and experience on the factors influencing the actual usage of cloud computing", Journal of International Technology and Information Management, 27(2), pp.121~158 (2018)
  59. Troisi, O., "Covid-19 sentiments in smart cities : The role of technology anxiety before and during the pandemic", Computers in Human Behavior, 126, pp.106986~ (2022)
  60. Tsai, T. H., "Technology anxiety and resistance to change behavioral study of a wearable cardiac warming system using an extended TAM for older adults", PloS One, 15(1), pp.e0227270~ (2020)
  61. White Baker, E., "The effects of gender and age on new technology implementation in a developing country : Testing the theory of planned behavior(TPB)", Information Technology &People, 20(4), pp.352~375 (2007)
  62. Wittmer, A., "Acceptance of self-service check-in at Zurich airport", Research in Transportation Business &Management, 1(1), pp.136~143 (2011)
  63. Yang, K., "Extending the Technology Acceptance Model(TAM)to explore customer's behavioral intention to use Self-Service Technologies(SSTs)in Chinese budget hotels", Global Business & Finance Review(GBFR), 26(1), pp.79~94 (2021)
  64. Zhou, L., "Online shopping acceptance model-A critical survey of consumer factors in online shopping", Journal of Electronic Commerce Research, 8(1), pp.41~62 (2007)

관련 논문AI추천

이 간행물의 다른 논문 (14건)