항공사 선택속성이 국내항공사 선택에 미치는 영향: 여행관여도의 조절효과를 중심으로

Abstract

The purpose of this study was to suggest domestic airlines user preferences in consideration of airline selection attributes, demographic variables, and airline usage patterns, and to estimate the determinants of the airlines to understand the detailed characteristics of users. In order to provide more detailed user characteristics, the determinants were estimated by classifying them into high and low groups according to travel involvement, and applying the MNL model, a choice demand model. Some of the determinants that influence the choice of preferred domestic airlines in the entire group were estimated. The high involvement group for travel did not provide meaningful interpretation of the determinants in model fit. But, determinants influencing the selection of domestic airlines in the low involvement group were estimated in more detail. It resulted in more detailed user characteristics than the entire group as well as suggesting the need for a differentiated strategy to increase the demand for airline choice.