A study of the acceptance and resistance of airline mobile application services: with an emphasis on user characteristics

The purpose of this study is to better understand how three customer characteristics - attitude toward change, mobile literacy, and the mental model - affect the perceived usefulness and ease of use of airline mobile application services, and how these factors affect customer demand for services. For this purpose, we conduct a targeted survey of passengers who have used an airline mobile application, and analyse 383 copies of this survey using structural equation modelling via a maximum likelihood estimator. The analysis reveals that, of the various user characteristics, a user's mental model has the strongest effect on the perceived usefulness and ease of use of the services. In addition, these perceptions have statistically significant effects on customer acceptance and resistance.