Publicação
New Horizons for Airlines: Consumers’ Adoption of Metaverse - A Qualitative and Quantitative research
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Dalmoro, Marlon | |
| dc.contributor.author | Guerreiro, Mário Jorge Amaro | |
| dc.date.accessioned | 2023-11-02T15:18:51Z | |
| dc.date.available | 2023-11-02T15:18:51Z | |
| dc.date.issued | 2023-10-23 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203377869 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/159464 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Metaverse | pt_PT |
| dc.subject | Aviation Industry | pt_PT |
| dc.subject | Technology Acceptance Model | pt_PT |
| dc.subject | Consumer Adoption | pt_PT |
| dc.subject | SDG 8 - Decent work and economic growth | pt_PT |
| dc.subject | SDG 9 - Industry, innovation and infrastructure | pt_PT |
| dc.subject | SDG 10 - Reduced inequalities | pt_PT |
| dc.title | New Horizons for Airlines: Consumers’ Adoption of Metaverse - A Qualitative and Quantitative research | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |