This research has analyzed the influences of e-service quality of airline's website on e-brand image and behavioral intentions. The study method was to conduct a online survey targeting the various tourist. The empirical survey was conducted between May 1 and May 13, 2016, and 253 valid questionnaires were analyzed. As an analysis method was conducted to verify a analysis of frequency, correlation analysis, factor analysis, a linear regression analysis and study model hypotheses. The study results showed that first, e-service quality was divided into Informative, Reliability, Reactive, Interactive and Usage simplicity according to the literature review. Analysis showed that e-service quality has effect on e-brand Image accordingly. Secondly, e-brand image has effects behavioral intentions. The findings has significant implications for airline the e-service quality and academic researchers. This research has several implications such as airline requires what kind of online strategies focused on in order to predict passenger's behavioral intentions.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 항공사 e-서비스 품질 2. e-브랜드 이미지 3. 행동의도 Ⅲ. 연구설계 1. 연구모형 2. 변수의 조작적 정의와 측정 3. 연구방법 Ⅳ. 분석결과 1. 조사대상자의 일반적 특성 2. 구성개념에 대한 신뢰도 및 타당성 검증 3. 가설검정 Ⅴ. 결론 참고문헌
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