항공사앱 이용에 따른 경험적 가치가 즐거움 및 재이용의도에 미치는 영향
The effects of airline mobile app users’ experiential values and fun on reuse intention to apps
2
조회
0
다운로드
10
인용
0
참고문헌
초록
The purpose of this study is to determine whether the experiential value affects the fun and reuse intention of the mobile app users in the airline industry. To meet this purpose, data were collected through the SNS from 430 participants who use the airline apps. within 3 month. Of the 430 questionnaires that were answered, a total of 184 were used for this survey, As a result of empirical analysis, the experiential value was identified by dividing into 4 dimension(entertainment, education, escapist, esthetic) and each dimension had different influence on fun. In particular, the esthetic has the strongest influence to fun among customers using airline mobile app. Finally, this study presents important implications for the direction of marketing development of airline apps and the strategic marketing utilization plan of airline app.
Abstract
The purpose of this study is to determine whether the experiential value affects the fun and reuse intention of the mobile app users in the airline industry. To meet this purpose, data were collected through the SNS from 430 participants who use the airline apps. within 3 month. Of the 430 questionnaires that were answered, a total of 184 were used for this survey, As a result of empirical analysis, the experiential value was identified by dividing into 4 dimension(entertainment, education, escapist, esthetic) and each dimension had different influence on fun. In particular, the esthetic has the strongest influence to fun among customers using airline mobile app. Finally, this study presents important implications for the direction of marketing development of airline apps and the strategic marketing utilization plan of airline app.
참고문헌 (38)
- 이미혜, "여행소비자의 경험적 가치에 따른 감정이 소비자-브랜드관계, 브랜드충성도에 미치는 영향", 관광경영연구, 21(3), pp.235~256 (2017), 관광경영학회
- 이재곤, "테마관광의 경험적 가치에 따른 감정반응, 지역이미지가 행동반응에 미치는 영향 연구", 관광경영연구, 22(3), pp.439~472 (2018), 관광경영학회[DOI]
- 정은유, "항공사 객실 승무원의 비언어적 커뮤니케이션과 고객 접점 인적 서비스 품질이 고객 만족과 브랜드 태도에 미치는 영향", 관광학연구, 36(4), pp.143~164 (2012), 한국관광학회[DOI]
- 정은유, "항공사 애플리케이션 재사용의도에 대한 연구: 확장된 통합기술수용모델 2(UTAUT 2)을 적용하여", 관광경영연구, 23(2), pp.719~735 (2019), 관광경영학회[DOI]
- 진경미, "항공사 기술기반 셀프서비스 이용객의 관계혜택, 고객만족, 지속적 이용의도 간의 관계 연구", 관광경영연구, 22(5), pp.1027~1046 (2018), 관광경영학회[DOI]
- Andrews, L., "Gendered perceptions of experiential value in using web-based retail channels", European Journal of Marketing, 41(5, pp.6) (2007), 640~658
- Atwal, G., "Luxury brand marketing–the experience is everything!", Advances in luxury brand management, pp.43~57 (2017)
- Babin, B. J., "Consumer self-regulation in a retail environment", Journal of retailing, 71(1), pp.47~70 (1995)
- Bagozzi, R. P., "The role of emotions in marketing", Journal of the academy of marketing science, 27(2), pp.184~206 (1999)
- Bruner II, G. C., "Explaining consumer acceptance of handheld Internet devices", Journal of business researc, 58(5), pp.553~558 (2005)
- Childers, T. L., "Hedonic and utilitarian motivations for online retail shopping behavior", Journal of retailing, 77(4), pp.511~535 (2001)
- Chtourou, M., "Rethinking the TAM model: time to consider fun", Journal of Consumer Marketing, 27(4), pp.336~344 (2010)
- Curran, J. M., "Encouraging existing customers to switch to self-service technologies: put a little fun in their lives", Journal of Marketing Theory and Practic, 15(4), pp.283~298 (2007)
- Dabholkar, P. A., "An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors", Journal of the academy of marketing science, 30(3), pp.184~201 (2002)
- Fang, X., "Moderating effects of task type on wireless technology acceptance", Journal of Management Information Systems, 22(3), pp.123~157 (2005)
- Grewal, D., "Customer experience management in retailing:an organizing framework", Journal of retailing, 85(1), pp.1~14 (2009)
- Holbrook, M. B, "Consumer value: a framework for analysis and research" (1999), Psychology Press
- Holbrook, M. B., "The experiential aspects of consumption:Consumer fantasies, feelings, and fun", Journal of consumer research, 9(2), pp.132~140 (1982)
- Jeong, S., "The role of experiential value in online shopping: The impacts of product presentation on consumer responses towards an apparel web site", Internet Research, 19(1), pp.105~124 (2009)
- Keng, C. J., "The acceptance of blogs: using a customer experiential value perspective", Internet Research, 19(5), pp.479~495 (2009)
- Lee, R., "The moderating influence of enjoyment on customer loyalty", Australian Marketing Journal, 16(2), pp.11~21 (2008)
- Lee, W., "The effects of festival attendees’experiential values and satisfaction on re-visit intention to the destination: The case of a food and wine festival", International Journal of Contemporary Hospitality Management, 29(3), pp.1005~1027 (2017)
- Leong, A. M. W., "Nostalgic tourism in Macau: the bidirectional causal relationship between destination image and experiential value", Journal of hospitality and tourism technology, 6(1), pp.89~99 (2015)
- Loureiro, S. M. C, "The role of the rural tourism experience economy in place attachment and behavioral intentions", International Journal of Hospitality Management, 40, pp.1~9 (2014)
- Mathwick, C., "Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment", Journal of retailing, 77(1), pp.39~56 (2001)
- Menon, S., "Cross-category effects of induced arousal and pleasure on the Internet shopping experience", Journal of retailing, 78(1), pp.31~40 (2002)
- Pagani, M, "Determinants of adoption of third generation mobile multimedia services", Journal of interactive marketing, 18(3), pp.46~59 (2004)
- Pine, B. J., "The experience economy: work is theatre &every business a stage" (1999), Harvard Business Press
- Rezaei, S., "Branding in a multichannel retail environment: Online stores vs app stores and the effect of product type", Information Technology & People, 30(4), pp.853~886 (2017)
- Sanchez, J., "Perceived value of the purchase of a tourism product", Tourism management, 27(3), pp.394~409 (2006)
- Scarpi, D, "Work and fun on the internet: the effects of utilitarianism and hedonism online", Journal of interactive marketing, 26(1), pp.53~67 (2012)
- Swart, M. P, "The Handbook of Managing and Marketing Tourism Experiences", pp.451~468 (2016), Emerald Group Publishing Limited
- Sweeney, J. C., "Consumer perceived value: The development of a multiple item scale", Journal of retailing, 77(2), pp.203~220 (2001)
- Varshneya, G., "Experiential value: Multi-item scale development and validation", Journal of Retailing and Consumer Services, 34, pp.48~57 (2017)
- Verhagen, T., "The influence of online store beliefs on consumer online impulse buying: A model and empirical application", Information &Management, 48(8), pp.320~327 (2011)
- Williams, A, "Tourism and hospitality marketing: fantasy, feeling and fun", International Journal of Contemporary Hospitality Management, 18(6), pp.482~495 (2006)
- Wolfinbarger, M., "Shopping online for freedom, control, and fun", California management review, 43(2), pp.34~55 (2001)