Navigating Perceptions: How Organizational Type and Message Source Affect Willingness to Fly in Automated Air Taxis

<p>A new era of transportation and business is beginning to emerge. Advanced air mobility (AAM), which uses highly automated aircraft that transport passengers and cargo in the underutilized, low-altitude airspace above and around urban areas, is rapidly becoming a reality (FAA, 2023). These new companies will utilize air taxis, which are automated, electric, vertical takeoff and landing (eVTOL) aircraft and will potentially foster a revolutionary new commerce infrastructure. Unfortunately, it is not currently understood how the credibility of a message source or specific type of organization that owns and operates an automated air taxi company influences a customer’s willingness to fly in their aircraft. The purpose of this study was to investigate the relationship between organizational types and messaging sources and their possible influences on willingness to fly in air taxis grounded in source credibility theory. Source credibility theory was introduced by Hovland et al.’s 1953 study and describes how perceived expertise and trustworthiness can influence how a person processes information and makes decisions. The research in this study consisted of a quantitative experimental analysis with a factorial survey design that assessed the main and interaction effects of organizational ownership and message source on willingness to fly. The independent variable of organization type was not statistically significant, F(2, 1348) = 2.63, p = .072, partial η2 = .004. The message source variable was not statistically significant, F(3, 1348) = 1.34, p = .261, partial η2 = .003. Lastly, the overall interaction effect between message source and organization type was not significant, F(6, 1348) = 1.581, p = .149, partial η2 = .007. The implications of these findings suggest that other factors, such as price and safety, may be more influential in a passenger’s willingness to fly. In a more practical sense, since there is not one statistically superior messaging source, AAM companies should focus on marketing and media strategies that are most suitable or best aligned to their company. Future research could be conducted utilizing in-person interviews in cities with proposed AAM operations, or previous studies could be updated when more specifics on trip price, safety features, and operations become publicly available.</p>

Name thesis:degree_name

Doctor of Philosophy in Aviation

Level thesis:degree_level

Dissertation - Open Access

Discipline thesis:degree_discipline

College of Aviation

Year

2025

Author dc:creator

• Sweatt, Cody James

• air taxi
• willingness to fly
• advanced air mobility
• source credibility theory
• Aeronautical Vehicles
• Industrial and Organizational Psychology
• Other Operations Research, Systems Engineering and Industrial Engineering

Repository record dc:identifier

https://commons.erau.edu/edt/907

OAI identifier oai:identifier

oai:commons.erau.edu:edt-1949