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Determinants of Airlines’ Branded Apps: Extending the Technology Acceptance Model
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Autores
Orientador(es)
Resumo(s)
Mobile applications have evolved into vital channels for companies to engage with
customers, and brand managers leverage these platforms to promote their unique identities.
However, airlines have not fully capitalized on this immensely useful tool, failing to maximize
the potential of branded apps to increase user adoption. This study examines the factors
influencing customer behavioral intention and usage of these apps through an extended
technology acceptance model (TAM). The model was tested with data from 201 respondents.
Findings indicate that perceived usefulness has the strongest effect on usage intention, which
then significantly influences the use of airlines’ branded apps. Additionally, compatibility
affects both perceived usefulness and ease of use, while the impact of the quality of system and
information is limited to perceived ease of use and usefulness, respectively. In contrast, service
quality and brand equity have no measurable effect on intention or adoption. This study
identified key factors affecting the intention and usage of airlines’ branded apps, incorporating
elements from the DeLone & McLean model.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Palavras-chave
Mobile applications (apps) branded apps extended technology acceptance model (TAM) DeLone & McLean model (D&M) airlines SDG 8 - Decent work and economic growth