The influence of perceived technological congruence of smartphone application and air travel experience on consumers’ attitudes toward price change and adoption

Abstract

Purpose

Smartphones have influenced tourists’ information search behaviors and trip experiences in various ways. Operationalized in the air travel context, this study aims to apply the technology acceptance model (TAM) to unveil the causal relationships and potential compatibility or consistency between smartphone apps and travelers’ prior experiences, perceived technological congruence and technology value, attitudes toward price change and usage intentions.

Design/methodology/approach

Research data were collected via an online survey administered by a survey sampling company. The online questionnaire queries respondents’ frequency of downloading smartphone apps, familiarity with travel-related mobile apps, frequency of travel experiences, perceived technological congruence of the app and travel needs, attitudes toward price change, intention to purchase the mobile app and demographic information.

Findings

Results from structural equation modeling analysis indicate that travelers’ smartphone usage experiences significantly influence their perception of the device’s technological value in relation to travel needs and therefore results in positive attitudes toward price of the new mobile app and intention to use it. Prior trip experience, however, was not found to be an influential determinant in consumers’ smartphone acceptability, which departs from the existing literature.

Originality/value

This study provides evidence for the need to include perceived technological congruence in the construct of travelers’ TAM. It highlights the influence of the technology congruence variable and the compatibility of apps and travel needs in the literature.

研究目的

智能手机对游客信息搜索行为和旅行体验有着很多影响。本论文针对航空旅行体验, 旨在通过科技接受模型TAM来检验智能手机APP和游客之前经历、感知科技一致性、科技价值、对价格变化的态度、以及使用倾向的关系。

研究设计/方法/途径

采样数据通过专业问卷取样公司来做在线问卷调查。问卷主要测量受访者通过智能手机下载APP的频率、对旅游APP的熟悉度、旅游频率、APP和旅游需求的感知科技一致性、对态度变化的态度、购买APP的意向、以及统计人口数据。

研究结果

本论文采用结构方程模型来分析数据, 结果表明, 游客智能手机使用体验对其旅游需求科技一致性有显著影响, 因此, 其对新APP态度和使用意图有积极影响。然而, 之前的旅行经历对消费者智能手机接受度并没有显著影响, 这与现有文献的研究结果有区别。

研究原创性/价值

本论文研究了在游客科技接受模型TAM下的感知科技一致性, 其突出了科技一致性因素和APP与旅游需求协调性的重要性。

、航空旅行、智能手机, 关键词：、科技接受模型tam 、科技一致性

Citation

Wang, W. (2019), "The influence of perceived technological congruence of smartphone application and air travel experience on consumers’ attitudes toward price change and adoption", Journal of Hospitality and Tourism Technology, Vol. 10 No. 2, pp. 122-135. https://doi.org/10.1108/JHTT-01-2018-0004