개인적 성향에 따른 항공교통이용자의 항공권 구매결정요인 분석

Abstract

In present airline industry, supply has sharply increased by open skies and new threat including Low Cost Carrier has led the industry to excessive competition. These increasing supply and competition have made airlines as well as consumer's criteria for choice more various than past and research on passengers' behavior to satisfy various demands is needed. This study analyzed personal dispositions and drawn up factors in detail through survey on precedence to find how personal dispositions of passengers influences selective behavior including decision making to purchase. Second, this study is to prove the fact that personal dispositions are worthy factors to segment passengers in various demands through behavior comparison and examination of causal relations among classified each groups based on personal dispositions and further suggest marketing points. As results of analysis on actual proofs based on hypothesis that personal dispositions shall influence airline choice behavior, meaningful differences and effects on usage and choice of airlines among the segmented groups by personal dispositions were revealed. The detailed factors in personal dispositions including variety-seeking, rationalist, veblean, hedonist, risk-aversion, snob, value-pursuit, innovativeness were drawn up and groups tending toward these dispositions considered safety, price, benefits, facility and atmosphere in airline choice and thought air trip positive. These features are stronger in youths who are 20s to 30s and passengers for tour, therefore, airline companies can set feasible marketing strategies according to the segmented markets. On the other hand, personal dispositions have no direct causal relations to brand-loyalty, schedule, service of airlines.