항공사 e-서비스스케이프가 신뢰 및 구매의도에 미치는 영향

Abstract

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.