항공사의 에어스케이프, 지각된 가치 및 행동의도의 구조적 관계 (The Influence of Airscape on Perceived Value and Behavior Intention in the Airline Company.)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 24권 / 5호 / 179 ~ 199페이지
· 저자명 : 김화진, 한진수

초록

The purpose of this study is to suggest the effects of Airscape on perceived value and behavior intention in the airline company. A survey was conducted to collect 545 samples of 550 samples in Kimpo, Incheon and Kimhae international airport and 25 insincere samples were eliminated. The subjects were customer using airlines within 2 years. A total of 520 valid responses were used for data analysis. Data analysis techniques used in this research are Structure Equation Modeling(SEM). SEM was employed to construct and test the measurement model, which enables a comprehensive, confirmatory assessment of construct validity, and provides a confirmatory assessment of convergent validity and discriminant validity.
To summarize the results of the study; first, airscape was revealed to have a positive effect on perceived value in the order of Seating comfort, visuality, cabin crew. Second, perceived value have a positive effect on behavior intention. Third, airscape was revealed to have a positive effect on behavior intention in the order of ambient factor, entertainment, cabin signage. The results will be helpful for them to develop a further service marketing framework. For service marketing managers, the results will suggest specific guidelines for establishing service marketing strategies.

영어초록

The purpose of this study is to suggest the effects of Airscape on perceived value and behavior intention in the airline company. A survey was conducted to collect 545 samples of 550 samples in Kimpo, Incheon and Kimhae international airport and 25 insincere samples were eliminated. The subjects were customer using airlines within 2 years. A total of 520 valid responses were used for data analysis. Data analysis techniques used in this research are Structure Equation Modeling(SEM). SEM was employed to construct and test the measurement model, which enables a comprehensive, confirmatory assessment of construct validity, and provides a confirmatory assessment of convergent validity and discriminant validity.
To summarize the results of the study; first, airscape was revealed to have a positive effect on perceived value in the order of Seating comfort, visuality, cabin crew. Second, perceived value have a positive effect on behavior intention. Third, airscape was revealed to have a positive effect on behavior intention in the order of ambient factor, entertainment, cabin signage. The results will be helpful for them to develop a further service marketing framework. For service marketing managers, the results will suggest specific guidelines for establishing service marketing strategies.

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