항공사 SNS의 특성이 SNS신뢰, SNS참여의도에 미치는 영향에 대한 연구 : 항공사 유형의 조절효과를 중심으로

Despite the considerable growth of social networking service (SNS) marketing, research on the airline industry’s SNS marketing is lacking. This study was an attempt to provide a clear understanding about what triggers airline customers’ decisions according to the airline company’s SNS characteristics. Through this study, we enabled to investigate the relationship among SNS characteristic, SNS trust, and SNS participation intention. The SNS characteristic variable consists of three subcategories called multimedia, information provision, and interactivity. This study also aimed to identify whether the difference on the proposed associations exist across full service carrier (FSC) and low cost carrier (LCC) patrons. An online survey methodology was used for data collection. Through the confirmatory factor analysis (CFA), we confirmed the adequate level of reliability and validity of the measures. The structural model was found to include an acceptable fit to the collected data. First, findings from the structural analysis revealed that information provision and interactivity were significantly associated with SNS trust. Second, SNS trust was significantly associated with SNS participation intention. Third, the result from the invariance test showed that there was not a significant difference between the FSC and LCC patrons sectors. Based on the findings discussed above, implications for practitioners and researchers are stated.