Investigation of human – technology interaction in airport service processes within the scope of service innovation

Technology-based service innovations have been used for many years in service encounters at certain stages of air travel. Now, thanks to the developments in the field of technology, these innovations can be used throughout the process. Aviation companies are making serious investments in this field, which is called fast travel technologies. In this context, with the help of fast travel technologies, all of the pre-flight and post-flight processes can be carried out faster and with less contact, without the need for any service personnel. However, the fact that the number of passengers using these technologies throughout the travel process has not reached the desired level is seen as a problem. This situation brings along the need to examine the factors affecting the intention to use fast travel technologies. Based on this idea, the main purpose of the study is to determine the factors that affect the passengers' intention to use fast travel technologies throughout the airline travel process. In this context, in the study, an integrated research consisting of the dimensions of technology readiness model, technology acceptance model, need interaction, situational factors, health belief model and attitude was created. Within the scope of the study, when the results of structural equation model analysis are evaluated, optimism and innovation positively affect perceived ease of use and perceived usefulness. In addition, perceived ease of use has a positive effect on perceived usefulness. Similarly, it was determined that optimism, perceived ease of use and perceived usefulness has positive effects on the attitude towards fast travel technologies. On the intention to use fast travel technologies, it was determined that the dimensions of optimism, perceived ease of use, perceived usefulness, perceived susceptibility of COVID-19, attitude were positive, and the level of interaction need has a negative effect. In the study, conditional process analysis was also performed. In this context, the effect of technological readiness levels of passengers on the intention to use fast travel technology through perceived ease of use, perceived usefulness and attitude, and the moderator role of the levels of interaction need, situational factors and health belief model in these relationships were examined. As a result of the analysis, it was determined that the levels of the moderator variables have a conditional effect on the direct and indirect relationships between the variables in the research model.