Factors Affecting Customers' Behavior in Using Website Check-In Services for Domestic Flights in Vietnam

Abstract

Previous research studies on self-service technologies in the context of airport services have been limited, especially in Vietnam. In addition, most of the studies have mainly focused on a particular type of self-service technologies, for example, self-check-in at airport kiosks. This study extends the research topic on adopting technologies in the aviation industry by examining factors that affect passengers' behavioral intention towards self-service technology, particularly online check-in service on websites. Through a sample of 303 passengers having used online check-in service for domestic flights on airlines' websites, the partial least square structural equation model technique was used to analyze the data. The findings reveal that the more passengers perceived the ease of use and usefulness of online check-in service before flights, the more they tended to use it, which in turn affected their actual usage. Similarly, a person has a high level of subjective norms, when individuals' close relatives use online check-in services, their behavioral intention and actual usage will be further influenced. Furthermore, the more a person perceived the ease of use of an online check-in service, the more they perceived its usefulness. Implications for theory, practice, and future research are discussed