The Effect of the Perceived Benefit and Sacrifice of Airline Non-face-to-face Services on Perceived Value and Behavioral Intention: Using the Value-based Adoption Model(VAM)

This study aimed to identify the benefits of development of non-face-to-face services of airlines from a user perspective and to empirically analyze their impact on behavioral intention through perceived value, based on the value-based adoption model. To do so, a survey was conducted by distributing 328 copies of a questionnaire through a professional market survey firm from June 21 to 23 in 2021. Of these, 28 that showed multiple answers and abnormalities were excluded, leaving 300 questionnaires for the final analysis. First, the null hypothesis, which states that perceived benefits of contactless services of airlines do not affect perceived value and behavioral intention, was partially rejected. Second, the null hypothesis, which states that perceived sacrifices in contactless services of airlines do not affect perceived values and behavioral intention, was partially rejected. Third, the effects of both perceived stability and security risks were not found.