외국적 항공사의 웹 서비스와 모바일 서비스 비교를 통한 e-서비스 이용의도에 관한 연구

The purpose of this study is to provide practical implications by empirically verifying the foreign airline e-service user acceptance behavior paradigm. Airline's e-service was classified into web service and mobile service according to platform type. The validated technology acceptance model (TAM), user personal characteristics (self efficacy) and system characteristics (system quality, information quality, and interaction quality) were proposed as external variables. This study suggested that these variables act on perceived ease of use and perceived usefulness, and ultimately on intention to use. Data collection was carried out simultaneously at Incheon International Airport and Gimhae International Airport on passengers awaiting departure. Responses from a total of 294 passengers who had experienced foreign airline e-service were collected and analyzed. All external variables except for interaction quality were shown to have positive effects on perceived ease of use and perceived usefulness. System quality and information quality had a stronger impact on the perceived ease of use and perceived usefulness of web service, while self efficacy had a greater influence on the perceived usefulness of mobile service. In addition, compared to ease of use, the usefulness of web service and mobile service exhibited greater influences on intention to use. This study is valuable for its exploration of e-services of foreign airlines, which had been largely ignored despite the large role they play in the Korean aviation market. In particular, by identifying differences in the acceptance behavior related to web services and mobile services, a better understanding of customers' flight demands has been gained.