國內航空社의 웹사이트 特性이 消費者態度 및 購買意圖에 미치는 影響
(The) Effect of the Characteristic of Domestic Airlines' Web-Site to Consumers Attitude and Purchase Intention
국내항공사 항공사웹사이트 소비자태도 구매의도;
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With increasing of the Internet users, companies' process of production and distribution is getting changed rapidly. Domestic Airlines are trying to use the direct marketing through internet instead of the indirect marketing through travel agencies. Although their try, they just take passive marketing such as discounting for internet users. With this, they can't get to the advanced Airlines which takes positive marketing. Therefore domestic airlines should take positive marketing. That is, they should provide the informations and products which satisfy the comsumer's wants. Lots of former researchers showed various ways in order to activate the domestic airlines' electronic commerce through the internet. But most of these ways have to be in force by the management's will or business strategy. So I would like to present a concrete way in details to activate the domestic airlines' electronic commerce by means of building the web-site that fits the internet consumer's characteristic with grasping how the characteristic of domestic airlines' web-site affects the consumer's attitude and purchase intention. In the results of this study, the first, the multiple regression analysis is used to verify that the characteristic of air service's web-site will give affirmative effect the consumer. After study, it can give effects to both cognitive behavior and emotional behavior. The second, the multiple regression analysis is used to verify that the consumer attitude give an affirmative effect to the purchase intention. After study, it can give effects to the purchase will. The third, the T-test and the dispersion analysis are used to verify that the characteristic of the vital statistics can make a difference in the characteristics of airlines' web-sites. After study, the differences can be seen, according to a sex distinction, an age, a scholarship, and an occupation. The fourth, the T-test and the dispersion analysis are used to verify that the consumer behavior can make a difference in the characteristic of airlines' web-sites. After study the differences are not seen, according to a sex distinction, an age, a scholarship, and an occupation.