항공사의 가격공정성과 구매의도에 관한 연구
A study on price fairness and Purchase intention of Airline
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초록
This study deducted the sub-factors of price fairness and verified the structural relationship that exist between the factors empirically in order to analyze the influencing relationship between airline price fairness, perceived value, perceived price and purchasing intention. The results of the empirical analysis are summarized as follows. First, those sub-factors of airline price fairness such as situation fairness and price fairness itself had a significant impact on the perceived price. Second, situation fairness, a sub-factor of airline price fairness, had a significant impact on perceived value; however, price fairness itself did not have a significant impact on perceived value. Third, perceived price had a significant impact on perceived value and purchasing intention. Lastly, perceived value did not have a significant impact on purchasing intention. The airlines have established a variety of operational strategies to enhance their competitiveness as the range of choice for airline has expanded in recent years. Of those operational strategies, pricing strategies are playing an important role. Thus, this study is useful in terms of verifying the impacts of various aspects of airline price on purchasing behavior and helping improve the profit management of airlines based thereon in the future.
Abstract
This study deducted the sub-factors of price fairness and verified the structural relationship that exist between the factors empirically in order to analyze the influencing relationship between airline price fairness, perceived value, perceived price and purchasing intention. The results of the empirical analysis are summarized as follows. First, those sub-factors of airline price fairness such as situation fairness and price fairness itself had a significant impact on the perceived price. Second, situation fairness, a sub-factor of airline price fairness, had a significant impact on perceived value; however, price fairness itself did not have a significant impact on perceived value. Third, perceived price had a significant impact on perceived value and purchasing intention. Lastly, perceived value did not have a significant impact on purchasing intention. The airlines have established a variety of operational strategies to enhance their competitiveness as the range of choice for airline has expanded in recent years. Of those operational strategies, pricing strategies are playing an important role. Thus, this study is useful in terms of verifying the impacts of various aspects of airline price on purchasing behavior and helping improve the profit management of airlines based thereon in the future.
참고문헌 (44)
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