Hospitality Industry Web-Based Self-Service Technology Adoption Model

This research aims to identify culturally unique dimensions for TAM and construct a framework for hospitality web-based SST adoption from Westerns’ and Asians’ perspectives and identify new factors from an Asian perspective.

Abstract

Technology advancement induces information technology infusion in business processes and service encounter. The airline industry employs web-based self-service technology (SST), namely, airline online check-in system, to provide more choice, control, and convenience to passengers. Customer adoption intention of web-based SST is particularly momentous, since customer adoption highly drives the service development. Technology acceptance model (TAM), a robust framework measuring factors affecting technology acceptance intention, has been broadly examined in numerous settings. However, inconsistent results are noted in Western and non-Western countries, and the model is challenged from limited cultural orientation. In response to this criticism, this research aims to identify culturally unique dimensions for TAM and construct a framework for hospitality web-based SST adoption from Westerns’ and Asians’ perspectives. Etic–emic approach, incorporating literature search and focus group interviews with Asian respondents, was employed to provide a thoughtful review of examined factors and generate new factors from an Asian perspective.