Earticle

초록

영어

The purpose of this study is to provide marketing implications for what functions and attributes are provided in the composition of airline websites and the provision of related services through the identification of airline e-servicescapes, trust and intent to purchase. The survey to carry out this study was conducted online for those who had accessed the airline's website within the last three years, and finally, 224 copies were used as empirical analysis data. The data analysis was performed with frequency analysis, confirmatory factor analysis, and structural equation model analysis. Hypothesis1, 2, and 3 were adopted, as the relationship between all variables in the verification of the impact relationship with airline e-servicescapes and the intent to purchase was shown to be having a statistically significant positive effect. Consequently, the implications were given as follows: First, an environment based on web standard technology will need to be stablished in which airline website users can access any device. Second, taking into account visual factors, the establishment of consistent websites with airlines' social media, logos, posters, etc. should also be considered. Third, in order to improve consumer interaction, airlines will need to design websites to promote through reviews and oral traditions among consumers through advertising and promotion through SNS such as Facebook and Instagram. In addition, a future study suggested that more multiple-choice e-servicescapes will be developed for airlines.

목차

ABSTRACT
Ⅰ. 서론
II. 이론적 배경
1. 항공사 e-서비스스케이프
2. 신뢰
3. 구매의도
Ⅲ. 연구조사 설계
1. 연구모형
2. 가설설정
3. 변수의 조작적 정의와 측정
4. 자료수집
Ⅳ. 실증분석
1. 인구통계학적 특성
2. 타당성 및 신뢰도 분석
3. 상관관계 및 판별타당성 분석
4. 가설 검증
Ⅴ. 결론
참고문헌

키워드

저자

• 이시내 [ Sinae Lee | 전주대학교 관광경영학과 외래교수 ] 주저자
• 전명숙 [ Myungsook Jeon | 건양대학교 글로벌호텔관광학과 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338