Organizations are operating in a world in which the race to stay at the top and remain competitive is further fuelled by the need to keep up with modern technology either as part of their internal processes or in the provision of goods/services to their customers. However, achieving adoption of new technology both internally and externally can have its hurdles; these can range from a lack of user understanding, to an incorrect social climate through to poor implementation and execution of the technology itself or the services around it. This thesis examines the literature and theory associated with Organizational Virtualness and End User Acceptance of Technology and applies them in the context of the airline industry to help strengthen the hypothesis on user adoption in this space and to help identify and verify what are the key characteristics of a successful IT organization and how can a company build its IT products and services so that consumers are more likely to adopt and use new technologies.