| Author: | Talawanich, Suwadee |
| Title: | Factors affecting adotion intention of airline crisis communication with a mobile application by airline passengers |
| Advisors: | Au, Norman (SHTM) |
| Degree: | DHTM |
| Year: | 2019 |
| Subject: | Communication in crisis management Airlines -- Communication systems Airlines -- Technological innovations Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | ix, 236 pages : color illustrations |
| Language: | English |
| Abstract: | In recent years, tourism and travel-related industries, including the airline industry, could not avoid encountering a flow of crises. Viewed as an important tool to handle crises, crisis communication has been emphasized by the airline industry from both academic and industrial perspectives in adopting various communication channels. Given that the airlines' mobile application possesses the characteristics to promote effective crisis communication, this communication channel is considered to have high potential. However, lack of mobile application adoption in the airline industry in times of crises has been found. Correspondingly, among the relevant studies in both technology adoption and crisis communication, the mobile application use has been underexplored. Hence, this research is aimed to narrow down the literature gap mentioned, and developing the research model customized for the context of airline crisis communication using a mobile application. A quantitative research has been conducted, employing a questionnaire survey to collect the data. The complete set of 607 questionnaires has been gathered in the diverse research settings in Thailand, a country that has recently been affected by political crises. Structural Equation Modelling has been adopted to analyze the data. Obtaining satisfying reliability, validity, and overall model fit, the research model customized for the context of airline crisis communication using a mobile application has revealed that passengers' characteristics are influential factors for benefits perceived. To explain further, crisis familiarity has positively impacted affective benefit of sympathetic messages while prior experience in using a mobile application has positively affected usefulness of location-based messages and usefulness of customized-need messages. In addition, the three benefits of airline crisis communication using a mobile application have had a positive impact on perceived value and adoption intention. The validation of this research model also confirms that the combination of value-based adoption model (VAM) and technology acceptance model (TAM) is applicable in this research context. This research theoretically contributes to the existing body of knowledge in technology adoption and crisis communication, by expanding the knowledge to the airline industry context that has been understudied. The research model and findings derived from this research could possibly be generalized across various political crisis cases due to the empirical nature of the study. The practical implications are provided for airlines practitioners, mobile application designers, and governmental organizations. These stakeholders should prioritize the investment in the delivery of location-based messages (1st rank), customized-need messages (2nd rank), and sympathetic messages (3rd rank), respectively, in order to increase the high value perceived and adoption intention of airline crisis communication using a mobile application. Furthermore, the degree to which each passenger possessing one's own level of crisis familiarity and prior experience in using a mobile application could be used as a guideline to tailor the degree of delivering each message type, and the approach to increase the three benefits perceived. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 5035.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.81 MB | Adobe PDF | View/Open |
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