Self-service technologies (SSTs) in airline services: multimediating effects of flow experience and SST evaluation

Abstract

Purpose: This study aims to investigate the effects of consumers’ motivations on behavioral intention to use self-service technology (SST) in airline services exploring multimediating effects of flow experience and SST evaluation in Stimulus-Organism-Response model. Design/methodology/approach: An online survey was conducted with quota sampling based on age group who had experiences of SSTs usage at the Incheon International Airport in South Korea. A total of 286 responses were used for the data analysis with structural equation modeling to examine the proposed model and the multimediating effects. Findings: The results showed that consumers’ intrinsic and extrinsic motivations had positive impacts on their flow experience, SST evaluation and behavioral intention to use airline SSTs. Their flow experience had a positive influence on SST evaluation, and their SST evaluation influenced behavioral intention to use airline SSTs. Consumers’ flow experience and SST evaluation mediated the relationship between intrinsic and extrinsic motivations and behavioral intention to use airline SSTs. Practical implications: It is important for customers to perceive extrinsic motivation such as speed, convenience and efficiency for the smooth process of airline SSTs at the airport. SST evaluation plays a key role to increase customers’ behavioral intention to use airline SSTs. Originality/value: This study extends the understanding of consumers’ intrinsic and extrinsic motivations, flow experience, SST evaluation and behavioral intentions to use SST in airline services by building on a model. Especially, findings of the (multi)mediating effects of customers’ perceived flow and SST evaluation on the relationship between motivations and behavioral intention to use airline SSTs might provide better guidelines for managers to incorporate SSTs, to increase operational efficiency and to boost customer experiences.