Recently, United States (US) airlines engaged in a systematic offering of different types of services, called ancillary services, which are designed to improve the experiences of travelers while increasing airlines’ revenues. Given their strong personalized character and the unique characteristics of mobile commerce, ancillary services are believed to be well suited for mobile commerce in air travel. Drawing upon several theoretical streams, this study developed and validated empirically a structural model founded on constructs contributing to the formation of perceptions of value (monetary and information disclosure) and of the benefit of using mobile phones for purchasing air travel ancillary services. The model explained approximately 65% of the variability in perceived benefit of using mobile phones for purchasing ancillary services in air travel. It revealed that perceived monetary value is the strongest predictor of perceived benefit of using mobile phones to purchase air travel ancillary services.
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