Consumer intention over upcoming utopia: Urban air mobility

Yavas V., Yavaş Tez Ö.

Journal of Air Transport Management, vol.107, 2023 (SSCI, Scopus) identifier identifier

  • Publication Type: Article / Article
  • Volume: 107
  • Publication Date: 2023
  • Doi Number: 10.1016/j.jairtraman.2022.102336
  • Journal Name: Journal of Air Transport Management
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Hospitality & Tourism Complete, Hospitality & Tourism Index, Index Islamicus
  • Keywords: Urban air mobility, Flying car, Consumer behaviour, Recreation
  • Manisa Celal Bayar University Affiliated: Yes

Abstract

This study investigates the factors affecting users' acceptance of urban air mobility (UAM) systems, constructing a proposed theoretical urban air mobility acceptance and usage model (UAM-AUM). In this context, we posit that intention to fly, UAM conceptual intention, environmental consciousness, UAM affordability, general reliability and perceived usefulness variables are key determinants for behavioural intention to use. Using the UAM-AUM scale we apply structural equation modelling analysis for model validation based on data collected from 348 participants and the results strongly support the proposed model. Perceived usefulness is found to be the strongest determinant of user behavioural intention and mediates the effects of UAM acceptance, influencing the intention to use the system along with other variables. Another critical factor for promoting consumers’ positive intentions towards UAM system use is general reliability. The findings provide practical guidance for designing strategic interventions to improve public acceptance of UAM systems.