航空社 셀프서비스 技術에 대한 顧客 認知 및 使用意圖 分析

Analysis of the Customers's Perception towards the Airlines' SST and Intent of its Use by the customers through Extended Technology Acceptance Model and Self-Determination Theory

The growing use of Information and Communication Technology in services has revolutionized the interaction between the Airline companies and customers. Customers can perform self-booking, ticketing, and checking-in through the Internet and kiosks without the assistance from airline agents. This also allows the Airlines to reduce labor and operating costs. Therefore, it has become important for the Airline companies to understand how customers perceive and accept SST as the Airlines struggle in persuading their customers to use SST. This study analyzed the customers' perception and their intention to use SST through the Extended Technologies Acceptance Model(ETAM) and the Self-Determination Theory(SDT). The research was conducted among Korean customers who have experience in using SST.