A Study on the Factors about Customers' Acceptability to Airline Ancillary Products

With the development of low-cost airlines around the world and the background of profit falling, many airlines were trying to find new profit model, which make the concept of airline ancillary products popular. The paper put forward the integrated model which including Technology Acceptance Model and Howard-Sheth Model to analyze the factors about customers' acceptability to airline ancillary products, and built Structural Equation Modeling to test the result. The result shows that customers' behavior, personalized service, trust to the marketing channel and the risk all can infect the customers' acceptability to airline ancillary products.