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作者 Shorter-Judson, Beatrice Gail
書名 Adoption and diffusion of innovations in the airline industry: An investigation of consumer preference for alternative ticketing methods (the case of electronic ticketing)
國際標準書號 9780599795013
book jacket
說明 138 p
附註 Source: Dissertation Abstracts International, Volume: 61-02, Section: A, page: 0685
Adviser: Kerry Curtis
Thesis (D.B.A.)--Golden Gate University, 2000
The research investigates consumer preference for alternative ticketing methods when purchasing air travel. The research examines factors influencing the adoption process of heterogeneous populations toward direct-response marketing innovations. By extending E. Rogers' (1983) framework on adoption and diffusion into the airline industry, this study examines the role of distribution in the adoption process for individual consumers by testing their perceptions of and preference for 'ticketless' air travel, a by-product of electronic ticketing. By using adoption-related variables (i.e., purchase intent) consumers are segmented along Rogers' (1983) adopter categories to examine user (nonuser) behavior
Key research findings were as follows: For Hypothesis 1, consumer perceptions about product attributes that displayed a positive significant effect on criterion variable, purchase intent, were relative advantages (e.g., reduces the amount of paper one carriers around, easy to purchase), trialability and compatibility (e.g., is as reliable as paper). Product attributes that displayed a significant inverse effect on criterion variable, purchase intent, were complexity (e.g., simplicity of use) and perceived risk (cost to acquire products/skills). All results were in the expected direction. Consumer expectations about e-ticketing's future performance were displayed by Hypothesis 2. When compared to individuals with the propensity to later adoption, individuals with a propensity to earlier adoption displayed higher expectations about e-ticketing's relative advantages and complexity or simple to use
User 'satisfaction' and 'previous experience' with similar products (e.g., frequent flyer memberships) were significantly related to criterion variable, purchase intent, as evidenced in Hypothesis 3. Comparisons were made of users and nonusers of e-tickets. Users of e-tickets demonstrated previous experience with similar products such as holders of frequent flyer memberships when compared to nonusers. Differences between users and nonusers were statistically significant on their intent to purchase e-ticketing the next time they traveled. Individuals with the propensity to later adoption were not less positive about value-added of the e-ticketing experience than individuals with the propensity to earlier adoption. This finding from Hypothesis 4 was evidenced by the lack of a significant relationship between the criterion variable, value-added, and the propensity toward earlier or later adoption. And finally, significant findings in Hypothesis 5, revealed that region type had a significant effect on variable, choice, for e-ticketing air travel methods. Predictor variable, community type was insignificant
Adopter characteristics for this study follow Rogers' (1983) generalizations about individuals with the propensity to earlier adoption (e.g., early majority). They were younger in age, risk-takers, eager-to-try new ideas, had high income and education levels, and many owned homes. This research confirms Rogers' framework for adoption theory. Bivariate measurements and multivariate statistical analysis using stepwise regression modeling were used to examine adopter groups and underlying factors that might influence consumers' decision-making processes. T-tests, chi-square and ANOVA tests of analysis were also used
School code: 0452
Host Item Dissertation Abstracts International 61-02A
主題 Business Administration, Management
Business Administration, Marketing
Alt Author Golden Gate University
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