Journal of the Korean Society for Aviation and Aeronautics (한국항공운항학회지)

The Korean Society for Aviation and Aeronautics (한국항공운항학회)
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A Study on the Perception of Airline Non-Face-to-Face Boarding Service among Chinese Travelers

중국 여행객의 항공사 비대면 탑승수속 서비스에 대한 인식 연구

  • Xin Shu Jiang ;
  • Young Woo Lee
  • 장흔수 (경희대학교 경영학과) ;
  • 이영우 (칼빈대학교 글로벌문화경영학과)
  • Received : 2024.04.15
  • Accepted : 2024.05.30
  • Published : 2024.06.30
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Abstract

This study is based on the Expectation Confirmation Theory (ECT) and categorizes trust types in non-face-to-face boarding services into three dimensions: structural assurance, platform, and service provider. It analyzes the impact of these trust types on users' perceived usefulness, satisfaction, and continuous usage intentions. Using a structural equation model, the study found that the three dimensions of trust positively influence users' satisfaction and perception of usefulness, thereby promoting intentions for continuous use. However, perceived risk weakens the positive relationship between trust and continuous usage intentions. By exploring the moderating role of perceived risk in non-face-to-face boarding services, this study analyzes its impact on user behavior patterns, contributing to the optimization of service design and enhancement of user trust. This study promotes widespread acceptance and continuous use of the service, and is crucial for developing effective non-contact service strategies that meet the needs and expectations of Chinese travelers in the post-pandemic travel environment. The findings provide a new perspective and empirical evidence for understanding user attitudes and behaviors towards non-face-to-face services, holding significant theoretical and practical implications.

Keywords

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