Understanding travel apps usage intention: findings from PLS and NCA

Pinaz Tiwari (), Rahul Pratap Singh Kaurav () and Kian Yeik Koay ()
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Pinaz Tiwari: Institute of Business Management, GLA University
Rahul Pratap Singh Kaurav: FORE School of Management
Kian Yeik Koay: Sunway University

Journal of Marketing Analytics, 2024, vol. 12, issue 1, No 3, 25-41

Abstract: Abstract This study examines the factors influencing the intention to use travel apps in emerging economies based on the technology acceptance model (TAM) and diffusion of innovation (DOI) theory. A structured questionnaire was used to collect cross-sectional data from a sample of 313 smartphone users who had used travel apps. Data were analysed using partial least squares structural equation modelling (PLS-SEM) and necessary condition analysis (NCA). The study found that relative advantage and compatibility are must-have and should-have factors of perceived usefulness. Next, it was found that perceived usefulness is a should-have but not a must-have factor of perceived usefulness. Furthermore, complexity and trialability are must-have and should-have factors of perceived ease of use. Additionally, perceived usefulness and perceived ease of use have a significant positive influence on intention. However, both perceived ease of use and perceived usefulness are not necessary conditions for intention. This is the very first study to explore factors of the intention to use travel apps based on the TAM and DOI using both sufficiency and necessity logic.

Keywords: Travel apps; Technology acceptance model; Diffusion of innovation theory; Technology adoption; PLS-SEM; NCA (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (2)

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DOI: 10.1057/s41270-023-00258-y

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