항공사 굿즈상품 소비가치가 만족도, 브랜드 애착, 재구매의도에 미치는 영향에 관한 연구

Considering the COVID-19 epidemic’s prolonged effect on air travel, rather than venturing abroad, consumers tend to consume airline goods products to satisfy their travel aspiration, contributing to ans in creasing sales for the aviation industry. Therefore, this study attempted to prove the structural influence relationship between the consumption value of airline goods products, satisfaction, brand attachment, and repurchase intention. To verify the established hypotheses of this study, a survey was conducted involving Koreans who had experience in purchasing airline goods products, and data was collected from a total of 341 people. The results of the study are as follows: First, in terms of confirming whether the consumption value of airline goods influences satisfaction, it was found that emotional value, epistemic value, and aes thetic value were affected positively. Conversely, it was found that functional value, social value, and self value had no effect on satisfaction. Second, as a result of verifying the hypothesis of the effect of satisfaction on brand attachment, it was found that satisfaction had a positive effect on brand attachment. Third, as a result of verifying the effect of satisfaction on repurchase intention, it was confirmed that satisfaction had a positive effect on repurchase intention. Finally, as a result of the hypothesis verification regarding the effect of brand attachment on repurchase intention, it was found that brand attachment had a positive effect on repurchase intention. Important theoretical and practical suggestions based on the results of the research are discussed at the end of this study.