무착륙 관광비행에 대한 소비가치가 항공사 브랜드 신뢰, 브랜드 애착, 브랜드 로열티에 미치는 영향에 대한 연구

This study was conducted to investigate the impact of the non-landing flights on airline brands that have been provided in the aviation market since the COVID-19 pandemic. In particular, the consumption value of the non-landing flights was divided into conditional value, epistemic value, social value, emotional value, and functional value, and the effects of these 5 consumption values on airline brand trust and airline brand attachment were examined. In addition, the impact of airline brand trust on brand attachment and brand loyalty was examined, and the casual relationship between brand attachment and brand loyalty was also identified. Data was collected through an online survey for customers who had experienced non-landing flights. Through a 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. Findings from the structural analysis(SEM) revealed that emotional value and functional value were significantly associated with brand trust. Also, it was found that emotional value had a positive effect on brand attachment. In addition, brand trust was significantly associated with brand attachment and brand attachment had a positive effect on brand loyalty. Based on the findings discussed above, implications for practitioners and researchers are stated.