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A Study on Influence Relation of Flight Search Mobile Application Users’ Perceived Benefit, Perceived Sacrifice, Perceived Value and Continuous Use Intentions by Using Value-based Adoption Model

Choi, Kyung-Ok 1,  Lee, Hyung-ryong 1

1세종대학교

Excellent Accredited

ABSTRACT

The purpose of this study was to apply a value-based acceptance model to consumers with experience in searching and purchasing tickets using a flight ticket search mobile app to understand the perceived benefits and sacrifices of the app and its impact on perceived value and continued use. Based on the results of the research, important insights can be seen concerning consumer behavior regarding flight ticket search mobile app services and the provision of useful data for the marketing strategies of companies that provide the service. This study used 428 effective samples for empirical analysis from Koreans in their 20s to 40s with experience in searching and purchasing tickets through a flight ticket search mobile app. For the research analysis, reliability analysis, confirmatory factor analysis, and correlation analysis were performed using SPSS 22.0 and AMOS 22.0, and a structural equation model was done to verify the causal relationship between the component concepts. The results show that usefulness, ease, and enjoyment of the ticket search mobile app had a significant positive effect on perceived value, and that perceived value also had a significant positive effect on the continuous use intention. However, it was found that privacy risks and resistance to innovation had no significant negative effect on perceived values.

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