항공사 통합에 대한 지각된 가치와 지각된 위험이 이용의도에 미치는 영향 - 가격공정성의 조절효과 -

This study aims to examine the effects of perceived value and perceived risk associated with airline mergers on usage intention, and to investigate the role of price fairness in these relationships. Perceived value is conceptualized as a multidimensional construct consisting of monetary value, functional value, and emotional value, and a research model incorporating perceived risk and price fairness is proposed. Data were collected through an online survey, and a total of 287 valid responses were used for empirical analysis. The results are as follows. First, all three dimensions of perceived value monetary value, functional value, and emotional value were found to have significant positive effects on usage intention. Second, perceived risk related to airline mergers did not have a direct effect on usage intention. Third, price fairness was found to significantly moderate the relationship between functional value and usage intention. Fourth, price fairness also played a significant moderating role in the relationship between perceived risk and usage intention.This study contributes to the literature by empirically demonstrating the importance of price fairness in the context of airline mergers, and provides practical implications for customer relationship management and marketing strategy development for merged airlines.