기업평판과 기업 브랜드 이미지의 매개효과를 통한 항공사 친환경경영활동이 재이용의도에 미치는 영향 연구

Abstract

This study investigated the impact of airlines’ eco-friendly management activities on customers’ intention to reuse, focusing on the mediating roles of corporate reputation and brand image. To secure samples for empirical analysis, data were collected through online email surveys, and quota sampling was conducted based on gender and age. A total of 189 valid responses were used for the final analysis. The collected data were analyzed using the SPSS/PC+ WIN 21.0 statistical package program. Prior to hypothesis testing, a factor analysis of airlines’ eco-friendly management activities was conducted, which classified them into four categories: recycling management, social campaign activities, eco-friendly participation, and eco-friendly education. The hypothesis testing results revealed the following: First, corporate reputation was found to play a mediating role in the relationship between all types of airlines’ eco-friendly management activities and reuse intention. Second, corporate brand image also played a mediating role in the relationship between all types of airlines’ eco-friendly management activities and reuse intention. The academic significance of this study lies in empirically verifying the mediating effects of corporate reputation and brand image in analyzing the relationship between airlines’ eco-friendly management activities and customers’ reuse intention. Furthermore, since corporate reputation and brand image cannot be established in the short term, this study highlights the necessity for airlines to manage eco-friendly initiatives from a long-term and strategic perspective in order to strengthen brand equity and enhance customer loyalty. Ultimately, these findings confirm that airlines’ eco-friendly management activities not only contribute to environmental protection but also enhance corporate reputation and brand image, thereby reinforcing customers’ intention to reuse.