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HS Chris Choi,Jueun Cho,Pavla Kazda 한국관광학회 2010 International Journal of Tourism Sciences Vol.10 No.2
The objectives of this study are to examine a structural model explaining the behavioral intentions of passengers to accept the service, and to test the effect of cultural difference on kiosk use. A self-administered questionnaire was used to collect the sampled data and 248 usable surveys were collected: To test a proposed model, a multi-group analysis of metric invariance and concurrent cross validation tests were performed on the two cultural groups obtained from a k-mean cluster analysis. The study findings indicate that metric invariance was fully supported while concurrent cross validation proved that only two paths are slightly different cross culture. All paths in the structural models were significant except two paths in the CUA model (TR → PU & PE → AKU). In addition, the variance accounted for behavioral intention was slightly larger in the CUA sample relative to the IUA sample. The study discusses the theoretical and practical implications of the findings.