The Influence of Perceived Technological Congruence of Smartphone Application and Air Travel Experience on Consumers' Attitudes Toward Price Change and Adoption

Document Type

Article

Publication Date

11-13-2018

Department

Marketing and Fashion Merchandising

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.

Publication Title

Journal of Hospitality and Tourism Technology

Volume

10

Issue

2

First Page

122

Last Page

135

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