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An electric airplane: Assessing the effect of travelers' perceived risk, attitude, and new product knowledge

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  • Han, Heesup
  • Yu, Jongsik
  • Kim, Wansoo

Abstract

The electric transition of the airline industry is emerging, closely following the automobile industry. Nonetheless, very little is known about airline customers' readiness for traveling on the electric alternative of an airplane. This study was designed to examine customers' intricate decision-making process for adopting electric airplanes and paying conventional flight prices for such electric-airplane flights. Our results from the structural analysis revealed that reducing customers' perceived risk and increasing new product knowledge is critical in boosting trust and positive attitude toward electric airplanes that significantly elicit their adoption and pay intentions. In addition, the effectiveness of the higher-order structure of perceived risk was uncovered, and both attitude and trust were significant mediators. Our theoretical framework satisfactorily accounted for behavioral intentions. Our results help airline practitioners invent efficient strategies to boost customers’ willingness to travel on electric airplanes adapting the electric transition of the airline industry.

Suggested Citation

  • Han, Heesup & Yu, Jongsik & Kim, Wansoo, 2019. "An electric airplane: Assessing the effect of travelers' perceived risk, attitude, and new product knowledge," Journal of Air Transport Management, Elsevier, vol. 78(C), pages 33-42.
    • Handle: RePEc:eee:jaitra:v:78:y:2019:i:c:p:33-42
    DOI: 10.1016/j.jairtraman.2019.04.004
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    5. Dissakoon Chonsalasin & Sajjakaj Jomnonkwao & Vatanavongs Ratanavaraha, 2020. "Key Determinants of Airline Loyalty Modeling in Thailand," Sustainability, MDPI, vol. 12(10), pages 1-17, May.
    6. Dongming Wu & Liukai Yu & Qianqian Zhang & Yangyang Jiao & Yuhe Wu, 2021. "Materialism, Ecological Consciousness and Purchasing Intention of Electric Vehicles: An Empirical Analysis among Chinese Consumers," Sustainability, MDPI, vol. 13(5), pages 1-19, March.
    7. Devika Rani Sharma & Smitha Girija & Pratima Merugu, 2022. "Mediating Role of Perceived Health Risk on Customer Experience and Customer Satisfaction: Evidence from the Airline Industry in India During COVID-19," International Journal of Global Business and Competitiveness, Springer, vol. 17(1), pages 31-45, December.
    8. Chun Yang & Jui-Che Tu & Qianling Jiang, 2020. "The Influential Factors of Consumers’ Sustainable Consumption: A Case on Electric Vehicles in China," Sustainability, MDPI, vol. 12(8), pages 1-16, April.
    9. Siavash Khalili & Eetu Rantanen & Dmitrii Bogdanov & Christian Breyer, 2019. "Global Transportation Demand Development with Impacts on the Energy Demand and Greenhouse Gas Emissions in a Climate-Constrained World," Energies, MDPI, vol. 12(20), pages 1-54, October.
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