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New Horizons for Airlines: Consumers’ Adoption of Metaverse - A Qualitative and Quantitative research
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| 2.64 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Metaverse technology is increasing its relevance in this digital and connected world and
airlines should decide what is their strategy and purpose to engage with consumers in this new
dimension. Because the metaverse it’s a new technology, airlines must also understand the factors
for its acceptance. Though the technology acceptance is already vastly investigated, the review of
acceptance for metaverse technology is still reduced.
This research intention is to provide an empirical study of the technology acceptance on an
airline metaverse and contribute to the findings that reveal new opportunities to engage with
consumers/ passengers. Following the literature review we based on a Technology Acceptance
Model (TAM) framework that proved to be the most suitable for the technology adoption dimension.
This research focused on qualitative and quantitative analysis and our findings reveal the vision
from an airline perspective and the factor of adoption of potential users. Qualitative analysis was
based on 3 semi-structured interviews targeting airline experts followed by text mining and data
analysis via IRAMUTEQ software. Concerning the quantitative analysis was based on a structured
questionnaire that uses a convenience sampling technic. A total of 118 replies were collected and
analyzed via SmartPLS4 software.
The outcomes of this research are insightful and reveal that Gamification and Perceived
Consumer Experience have positive and relevant effects on the intention to use the metaverse of an
airline. Management contributions, future studies and academic insights are also present in the final
section of the research.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Metaverse Aviation Industry Technology Acceptance Model Consumer Adoption SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 10 - Reduced inequalities