Determinants of Airlines’ Branded Apps: Extending the Technology Acceptance Model

Abstract

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.