소비가치와 항공사 선택속성, 행동의도 연구: 국내 저비용 항공을 중심으로

The purpose of this study is to investigate value of consumption, Airline Selective Attributes, behavior (Low-cost domestic airlines).In order to collect data, this study conducted a survey of low cost airline users from July 1 to July 31, 2019 to retrieve 200 valid samples.Part 179 of the questionnaire was used for the empirical analysis, except for parts 21 of the collected questionnaire that were considered inconsistent, unresponsive, or problematic.The results on analysis of hypotheses were as follows. In hypothesis 1,value of consumption had a positive(+) influence on selective attributes. In hypothesis 2,selective attributes had a positive(+) influence on behavior. In hypothesis 3, value of consumption had a positive(+) influence on behavior. Thus, all of the hypotheses were adopted. The rssults of the study show that consumers choose airlines for their emotional value - experience that has been more satisfying than expected to cost - future behavior can be concluded that experience in-flight service does not have a significant impact on behavior because they already recognize the quality of the in-flight service. These findings provide implications for what areas airlines should focus on when considering steps to get a consumer's choice, and improving the quality of service to satisfy the selected consumers.