A Study on Passenger’s Acceptance of In-Flight Wi-Fi:A Technology Acceptance Model

• Main Authors: Hsieh, Chen-Yu, 謝振宇
• Other Authors: Wang, Ying-Chun
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/11657747174587662266

碩士 === 國立高雄餐旅大學 === 運輸與休閒服務規劃碩士學位學程 === 103 === In recent years, wireless Internet access service in flight becomes one of the airline competitive paid service items. According to past investigation, Technology Acceptance Model (TAM) has been a popular model in explaining intention to use on people using new technology. This study is to explore factors affect passengers to use the in-flight Wi-Fi, using International Airport for international passengers as the research object basing, and base on Technology Acceptance Model (TAM) as research framework. The research utilized Structural Equation Modeling (SEM) to analyze the influence of perceived ease of use on the perceived usefulness; the influence of perceived ease of use on the perceived playfulness; the influence of the perceived usefulness, perceived ease of use, perceived playfulness on the behavioral intention to use in-flight Wi-Fi separately. The results showed that the perceived usefulness, perceived ease of use, Perceived Playfulness have a positive on the behavioral intention to use in-flight Wi-Fi by Simple Linear Regression Model. It is also found that passengers’ perceived ease of use had no Significant influence on the behavioral intention to use in-flight Wi-Fi by Structural Equation Modeling (SEM).This study expected to provide some suggestions for airlines about their future marketing development.