항공사의 e-서비스스케이프가 고객신뢰에 미치는 영향: 좌석등급의 조절효과를 중심으로

The purpose of this study is to investigate the effect of e-servicescape on customer trust and the moderating effect of airline class on the causal relationship between them. The data was collected by targeting customers who had traveled on airlines more than once in past two years to ensure more reliable responses on the questionnaire survey. A total of 258 responses were collected and used for the statistical analysis. The frequency analysis was, first, conducted to examine the overall demographic characteristics of the respondents. Next, the factors of the e-servicescape of the airlines were investigated through exploratory factor analysis together with reliability analysis for checking the internal consistency of the composing variables to factors. Multiple regression analysis was employed to verify the hypothesized causal relationship between factors of the e-servicescape and customer trust. Finally, the class(upper/economy) of airlines was investigated using by hierarchical regression analysis to verify its moderating effect on the relationship between e-servicescape and customer trust. The e-servicescape of the airline appeared to have a positive (+) effect on customer trust. These factors were found to have a significantly positive effect on customer trust with the exception of visual factors. The airline class was found to have a significantly moderating effect on partial influences of the e-servicescape on the airline customers’ trust.