Abstract
Despite the fact that consumers frequently face stressful situations on board during air travel, there are very few in-depth studies regarding the stress experienced on board and its responses. Therefore, this study established the concept of air stress experienced on board, developed a measurement tool to effectively measure air stress, and investigated its validity. The results of the research can be summarized as follows. In the first phase, in-depth interview was carried out based on phenomenological method to establish the concept of air stress and structure air stress into multidimensional factors. Through qualitative validation, it was confirmed that air stress consisted of 2 factors, namely, air stressors and air stress responses. And air stressors was composed of three factors: personal factor, social environment, and physical environment, and air stress responses was composed of two factors: emotional response and behavioral response. In the second phase, a quantitative research was conducted to filter the developed measurement items and to verify its reliability and validity. Based on these results, the study provided valuable theoretical and managerial implications and directions for future research.
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