Impacts of UAM on tourism: the roles of innovative characteristics, motivated consumer innovativeness, attitude, problem awareness, and cultural differences

Urban air mobility (UAM) is ready to fly and is a disruptive technology in improving city tourism. This study explores the roles of innovation characteristics, motivated consumer innovativeness, and attitude in stimulating intention to use UAM, with consideration of cultural differences. For this, we adopted both symmetric and asymmetric approaches based on data gathered in the United States and China. This study examined the structural relationships between predictors and tested the moderating effect of problem awareness in the link between motivated consumer innovativeness and attitude in developing travelers' approach behaviors relating to UAM. This study found multiple solutions based on a complex interplay among antecedents, and identified a necessary condition to drive intention to use UAM. Our findings from multiple analytic approaches help to advance the current knowledge of UAM adoption behavior in different cultures.