Must-Have or Nice-to-Have? Factors Influencing Chinese Travelers’ Intention to Use E-Boarding Passes: Using Mixed Methods Approaches

Abstract Ranked as the world’s second largest airport system, China attaches great importance to sustainable travel. Travelers’ adoption of electronic boarding passes could promote green behavior and sustainability. Using mixed methods approaches, this study examines factors influencing Chinese travelers’ attitudes and intentions to adopt electronic boarding passes (E-boarding passes), based on the technology acceptance model (TAM) and the theory of reasoned action (TRA). In Study 1, 317 online data responses are analyzed using partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA) via SmartPLS 4.0 to identify sufficient and necessary conditions of proposed factors. In Study 2, semi-structured interviews are conducted to illuminate quantitative results. The findings indicate that emotional value and environmental concern are both sufficient and necessary conditions of travelers’ attitudes towards E-boarding pass adoption. Although environmental concern emerges as a necessary condition (must-have factor), while a certain level is required to achieve the desired outcome (i.e., behavioral intention). The study illustrates the triangulation of advanced mixed-method approaches can advance theory testing, offering useful insights for the air travel industry and policymakers to understand Chinese travelers’ technology adoption and sustainable behaviors.