항공사 마케팅 믹스(7Ps)가 브랜드 태도와 재구매 의도에 미치는 영향 - 중국 항공사 소비자를 중심으로 -
The Effect of Airline Marketing Mix (7Ps) on Brand Attitude and Repurchase Intention - Focusing on Chinese Airline Consumers -
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This study aims to empirically analyze the effect of airline marketing mix (7Ps) on brand attitude and repurchase intention, and the mediating role of brand attitude on repurchase intentions. Our research object is the Chinese aviation consumer group, who are highly price sensitive and pursue high service quality and cost performance. To conduct empirical studies, a survey was conducted using convenience sampling with Chinese people who had air travel experience with Chinese or Korean airlines in the past 1 year. A total of 531 responses from valid samples were used for analysis. In this procedure, the SPSS 26.0 and AMOS 23.0 was used to analyze the data. The study results are as follows. In the marketing mix (7Ps), price, product, people, physical evidence and process have positive influence on brand attitude, while product, price, people, promotion and process have positive influence on repurchase intention. Brand attitude has a positive effect on repurchase intention, and plays a mediating role in some factors. Among research variables, price, product, process and people are the most important influencing factors. This study is of great significance to the development of the China-Korea airline market, as it provides new implications for aviation marketers and researchers both in China and Korea.
Abstract
This study aims to empirically analyze the effect of airline marketing mix (7Ps) on brand attitude and repurchase intention, and the mediating role of brand attitude on repurchase intentions. Our research object is the Chinese aviation consumer group, who are highly price sensitive and pursue high service quality and cost performance. To conduct empirical studies, a survey was conducted using convenience sampling with Chinese people who had air travel experience with Chinese or Korean airlines in the past 1 year. A total of 531 responses from valid samples were used for analysis. In this procedure, the SPSS 26.0 and AMOS 23.0 was used to analyze the data. The study results are as follows. In the marketing mix (7Ps), price, product, people, physical evidence and process have positive influence on brand attitude, while product, price, people, promotion and process have positive influence on repurchase intention. Brand attitude has a positive effect on repurchase intention, and plays a mediating role in some factors. Among research variables, price, product, process and people are the most important influencing factors. This study is of great significance to the development of the China-Korea airline market, as it provides new implications for aviation marketers and researchers both in China and Korea.