저가항공사 광고속성이 승객들의 항공사 위험지각과 재이용의도에 미치는 영향
Impact of Advertising Attributes on Passengers’ Perceived Risk and Repurchase Intentions: Focused on Low Cost Carriers
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초록
The aim of this study is to find out how airline advertising attributes affect passenger risk perception. Based on existing research in other fields, the research was conducted and analyzed by combining the advertising characteristics and risk recognition of low-cost airlines. We used AMOS and SPSS to analyze the data and the results are as follows. First, the higher the level of aircraft aging that passengers feel, the greater the risk recognized by passengers. Second, the lower the level of aviation maintenance, the greater the risk of passenger recognition. Third, the hypothesis stating that the smaller the perceived risk, the greater the intention to reuse it was adopted. On the other hand, pilot, fatigue, cabin crew training and image, and airline safety policies were not statistically important and were not adopted.
Abstract
The aim of this study is to find out how airline advertising attributes affect passenger risk perception. Based on existing research in other fields, the research was conducted and analyzed by combining the advertising characteristics and risk recognition of low-cost airlines. We used AMOS and SPSS to analyze the data and the results are as follows. First, the higher the level of aircraft aging that passengers feel, the greater the risk recognized by passengers. Second, the lower the level of aviation maintenance, the greater the risk of passenger recognition. Third, the hypothesis stating that the smaller the perceived risk, the greater the intention to reuse it was adopted. On the other hand, pilot, fatigue, cabin crew training and image, and airline safety policies were not statistically important and were not adopted.
참고문헌 (32)
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