코로나19 엔데믹시대의 항공여행 위험지각이 태도와 전환의도에 미치는 영향관계 연구

Abstract

The purpose of this study is to confirm the influence relationship between risk factors and attitudes perceived by air travelers in the endemic situation of COVID-19, and to confirm the relationship between attitude and conversion intention. In addition, this study was conducted to confirm the age-specific difference in conversion intention. As for the hypotheses of this study, first, risk factors will have a negative (-) effect on attitude. Second, attitude will have a positive (+) effect on conversion intention. Third, it was set that there would be a difference in conversion intention according to age.
 In order to verify the hypothesis, prior studies classified the risk factors into four categories: COVID-19-related risk, psychological risk, financial risk, and functional performance risk, and attitude and conversion intention were configured as a single variable. To test the hypothesis, a questionnaire was distributed to travelers planning air travel, and 223 data were used for empirical analysis, excluding questionnaires with errors. Frequency analysis, reliability and exploratory factor analysis, correlation analysis, multiple regression analysis, and one-way analysis of variance(ANOVA) were conducted.
 As a result of the empirical analysis, hypothesis 1 that risk factors have a negative (-) effect on attitudes was all accepted. Among the risk perception factors perceived by air travelers, the risk of COVID-19 was found to be the highest, and the risk factors related to COVID-19, psychological risk factors, financial risk factors, and functional performance risk factors all showed a negative (-) attitude to attitude. proven to have an effect. Both Hypothesis 2, which states that attitude has a positive (+) effect on conversion intention, and Hypothesis 3, which states that there will be differences in conversion intention according to age, were both accepted.
 Through the results of this study, it was possible to confirm the risk factors of air travelers in the COVID-19 endemic situation, and to confirm the relationship between the influence of each risk factor on attitude and the influence of attitude on conversion intention. In addition, it was verified that there is a difference in conversion intention according to age. In this study, risk perception factors were analyzed based on previous studies, so there are limitations in generalizing risk factors recognized during air travel in the COVID-19 endemic situation. However, the results of this study are meaningful in presenting practical data and academic and practical implications for the recovery of the air travel industry after the COVID-19 endemic.