Wireless In-Flight Entertainment Adoption by Airlines: A Structural Analysis of Quality, Personal Traits, and Moderating Effects of Gender and Age

Purpose: This study analyzes the structural impact relationship between the quality of wireless in-flight entertainment, variables derived from the extended technology acceptance model, and passengers' intention to use it. Design/methodology/approach: An online survey was conducted with 180 Korean passengers who had experience using the wireless entertainment system on Full-Service Carrier (FSC) aircraft. The PLS-SEM approach was implemented to estimate the measurement and structural model. Findings: The findings indicate that wireless in-flight entertainment quality significantly influences perceived ease of use, perceived usefulness, and perceived enjoyment. Additionally, perceived usefulness, perceived enjoyment, and self-efficacy affected the intention to use. In the moderation effect analysis, gender influenced the relationship between wireless in-flight entertainment quality and perceived enjoyment, while age moderated the relationship between quality and perceived ease of use. Research limitations/implications: The main limitation of this study is that the research sample is restricted to passengers of Korean FSC airlines. Future research should expand the sample to include Low-Cost Carriers (LCCs) and more domestic and international airlines. Originality/value: This study aims to structurally examine the impact of wireless in-flight entertainment quality on passengers’ intention to use through technology acceptance model (ETAM). Furthermore, it investigates the influence of personal traits, namely innovativeness and self-efficacy, on intention to use, as well as the moderating effects of gender and age. By doing so, it expands the theoretical framework and provides practical measures for effectively utilizing and improving wireless in-flight entertainment services.