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Erscheinungsjahr: 
2023
Quellenangabe: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 10 [Issue:] 2 [Article No.:] 2210895 [Year:] 2023 [Pages:] 1-20
Verlag: 
Taylor & Francis, Abingdon
Zusammenfassung: 
This study explores the possibility of using VR as an in-flight entertainment tool. The relationship between flight-related anxiety and attitude toward using in-flight VR is examined. Furthermore, the willingness to buy airline tickets is also explored if in-flight VR entertainment is provided. The primary research model refers to the Virtual Reality Hardware Acceptance model. Flight-related anxiety variables and covariates are used as the antecedents of attitude toward using in-flight VR. In addition, the intention to buy airline tickets is also measured as the dependent variable to explore the influence of attitude toward using in-flight VR. The method of data collection is accomplished purposively by an online survey. Hypotheses testing is done using PLS-SEM. The bootstrap-based multi-group analysis (MGA) is taken to distinguish the significance level between two data groups: high and low anxiety. Perceived enjoyment is the main predictor that significantly affects the passenger's attitude toward using in-flight VR for passengers with a high level of anxiety. However, price willingness to pay does not influence perceived enjoyment. Attitude toward using in-flight VR influences both groups' intention to buy airline tickets. The originality of the research:Instead of using VR as a therapy tool, this study explores the possibility of using it as an in-flight entertainment tool for anxious passengers.
Schlagwörter: 
acceptance model
airlines
attitude toward in-flight VR
enjoyment
intention to buy tickets
Virtual reality
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