저비용항공 서비스 이용 후 지각된 가격이 소비감정, 브랜드태도, 관계지속행동에 미치는 영향

This study examines how the recognised price from using low-cost carrier (LCC) airlines influences the consumption emotion, brand attitude, and future behavioral intention formed among LCC airline service users. Based on this examination, this study verifies the effectiveness of marketing emphasizing low-cost and identifies factors that have a positive effect on consumption-related emotions, so as to draw improvement points for a marketing strategy that can strengthen market competitiveness and competitive advantages of LCC airlines. An empirical study conducted with consumers who have had experience using LCC airlines indicated that the users’ recognised price has no significant impact on their consumption emotion (positive and negative). In general, it is expected that recognised price will have a significant effect on consumption emotion based on the assumption that consumers prefer low-cost. However, analysis results of this study showed that the effect is not significant. On the other hand, a positively significant influence relationship was confirmed in brand attitude and relation continuity intention according to consumption. It was also found that consumer brand attitude has a positively significant effect on relation continuity intention. These findings imply that the management must break away from the idea that consumer emotions after service usage will be swayed by price and instead make efforts to develop other factors that will contribute to consumption emotions such as service quality, safety, physical environment, entertainment, etc. The study results also imply that it is necessary to provide special consumption experiences through differentiated emotional services for modern consumers who emphasize their own feelings and emotions, and to adopt field strategies that will satisfy the emotional consumption-oriented consumers. Thus, this study suggests that it is important for LCC airlines to develop services that can stimulate consumer emotions and feelings in addition to competing with price, and to adopt sensitivity marketing strategies for the improvement of brand image that leads to repurchase.