항공사 모바일앱 특성이 사용에 대한 태도와 사용의도에 미치는 영향: 재미의 조절효과를 중심으로

The purpose of this study is to classify the characteristics of airline's mobile app into three dimensions(perceived ubiquity, perceived informativeness, perceived personalization) and to examine the relationship between the attitude toward the use and the intention to use it in the technology adoption process. In particular, we will examine the relationship between the fun, the emotional dimension of customers, on these relationships. For this study, we empirically analyzed the airline mobile app users. Besides, an online questionnaire was created and sent via SNS. Of the 430 questionnaires that were answered, a total of 184 copies were used for this survey. In particular, airline's mobile app perceived by customers were influenced by perceived ubiquity, perceived personalization, and perceived informativeness. Besides, fun plays a role in reinforcing the relationship between the characteristics of the mobile app and the attitude toward use. Based on the empirical results of this study, the development model of airline mobile app was presented, and the direction of airline mobile app could be suggested as a marketing strategy. In other words, in order to increase the utilization of the airline mobile app, not only the Internet environment, but also the efforts to develop a personalized service and provide various aviation information.