Technology Acceptance of Digital Bag Tag for Airline Passengers

The purpose of this paper is to identify the relationship of user’s attitudes, technology adoption, external factors and intention to use the digital bag tag by using an extended technology acceptance model (TAM). This study used an online survey to assess the proposed determinants of digital bag tag adoption. Data from 400 global respondents collected online and at Suvarnabhumi Airport were used to examine the research model using multiple regression analysis, independent-sample t-test and one-way analysis of variance (ANOVA). The positive relationships were found between original TAM constructs and external factors; relative advantage, system quality, availability/mobility, self-efficacy, security/privacy and social influences but negative relationship on cost. Attitudes played a significant role in predicting the intention. However, perceived ease of use had stronger support than perceived usefulness towards the attitudes. The difference of geographic and travel frequency was also found having relationship towards the overall technology acceptance. The digital bag tag is one of the latest innovations in the aviation industry, empirical study on user perceptions of and attitudes toward it remain preliminary.