Mobile commerce innovation in the airline sector: An investigation of mobile services acceptance in Saudi Arabia

Abstract

The advancement of Information Technology (IT) has changed the business landscape in many industries and especially the airline sector.Modern Information Communication Technologies (ICT) provide powerful tools for organizations and can significantly influence their operation, structure, and strategy.The emergence of mobile technologies has created a new innovation for airline companies by increasing the availability, frequency, and speed of communication between the company and their customers.This research aims to investigate the factors influencing the customers behavioural intention to adopt and utilize mobile services during their travel process.Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT) provide the theoretical basis for explaining how consumers perceive mobile services which they access and operate by their mobile handset.

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