저비용항공사를 이용하는 고객들이 경험한 위험지각과 CSR인식이 고객행동의도에 미치는 영향 : 브랜드 이미지의 매개효과와 컴페션의 조절효과

Abstract

This research aims to demonstrate the effect of risk perception and CSR perception on customers’ behavioral intention by analyzing the mediating effect of brand image and moderating effect of compassion. The study is divided into four categories, firstly, testing the influence of customers’ risk and CSR perception on the brand image using low cost carriers; secondly, the effect of brand image on customers’ behavioral intention; thirdly, ascertaining the role of mediating effect of brand image in relationship between risk and CSR perception of customers’ behavioral intention. Finally, the purpose of this study is to verify the moderating effect of compassion on the relationship between risk perception and brand image, and the relationship between CSR perception and brand image. First, this study suggests that customers who use low-cost carriers for the first time in Korea demonstrate the moderating effect of compassion on the relationship between risk perception and brand image, and the relationship between CSR perception and brand image of low-cost airlines. Second, there is a theoretical implication that we have demonstrated the mediating effects of brand image in the relationship between risk perception and customer behavior intention, and CSR perception and customer behavior intention, which are different from existing research.