Exploring the Impact of Familiarity on Attitude and Continued Usage of In-Flight Meals: The Moderating Effects of Sex and Menu Diversity on the Relationship Between Familiarity and Attitude

초록

Purpose: The objective of this work is to examine airline passengers' behavioral characteristics regarding in-flight meals, focusing on four key attributes: familiarity, gender, menu diversity, attitude, and continued usage. Also, this study examines the moderating effect of sex and menu diversity. Design/methodology/approach: A survey was used as the primary data collection method, with responses gathered via the Clickworker platform. The total sample size was 317 observations. To test the hypotheses, Hayes' Process Macro Model 7 was employed. Findings: The findings indicate that familiarity has a positive relationship with both attitude and continued usage of in-flight meals. Moreover, attitude was found to positively influence continued usage. The study also reveals significant moderating effects of both gender and menu diversity on the relationship between familiarity and attitude. Research limitations/implications: The study relied solely on survey data, which may limit the ability to capture the full complexity of consumer behavior. Furthermore, the sample was restricted to American consumers. Originality/value: This research contributes to the literature by offering insights into the interaction of these five attributes in the context of in-flight meals presenting the accountability of choice overload theory. Managerial implications are discussed, providing practical recommendations for airline service providers. © The Author(s). Non-Commercial License (https.

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