Chinese air travelers´ acceptance towards electronic ticketing

This paper aims to identify the factors in decision making for accepting e-ticketing by Chinese individuals. Based on constructs from the technology acceptance model, theory of planned behavior, and uncertainty reduction methods, a model is developed for studying air travelers´ acceptance towards e-ticketing in China. The travelers´ intention to use e-tickets is chosen as dependent variable in the model. The several variables in the model are then identified and operationalized according to previous research and our pilot testing. Data are collected in pearl-river delta area in China through survey, and are analyzed using regression analysis. The findings are discussed with regard to limitations of the study and also some managerial insights.