Consumers’ Willingness to Fly in Augmented Cognition Equipped Aircraft
Schanafelt, Eric R.
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Current advancements in the field of Augmented Cognition have garnered attention from the aviation industry. Equipping flight management systems with Augmented Cognition is a possibility in the near future as the result of recent computing breakthroughs. The purpose of this study was to determine to what extent gender, country of origin and condition of Augmented Cognition affect consumers willingness to fly. To further understand the consumer's decision-making process the participant’s willingness to fly measured through affect (emotion), represented through the six universal facial expressions, (anger, disgust, fear, happiness, sad, and surprise) (Ekman & Friesen, 1971). This study surveyed participants from India and the United States to measure their willingness to fly using the Willingness to Fly Scale shown to be valid by Rice et al. (2015). The scale uses a traditional five-point Likert scale. Data were analyzed using SPSS. Descriptive statistics provided for respondent’s age and willingness to fly values. A three-way ANOVA was conducted to test the hypotheses and Hayes (2013) bootstrapping method of multiple mediation analysis was used to determine if emotion had a mediating effect on the dependent variable (willingness to fly). Results indicated there were two statistically significant two-way interactions between country and condition F(1, 804) = 8.29, p < 0.01, ηp2 = 0.010. Country and gender, F(1, 804) = 19.35, p < 0.001, ηp2 = 0.024. There were significant main effects for Gender, F(1, 804) = 6.19, p < 0.05, ηp2 = 0.008, and condition, F(1, 804) = 33.00, p < 0.001, ηp2 = 0.039. Mediation analysis indicated the emotions fear, and happiness had a mediating effect on willingness to fly.