저가항공사의 지각된 가치, 만족도, 신뢰, 그리고 행동의도 간 영향관계 연구 -감정적·금전적 가치의 역할을 중심으로- = Relationship among Perceived Value, Satisfaction, Trust, and Behavioral Intention of the Low-Cost Carriers -Focused on the Role of Emotional and Monetary Value-

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the effect relationships among value factors(emotional value, monetary value), satisfaction, trust, and behavioral intention of low cost carriers. To this end, an online survey was conducted to customers who had used low cost carriers within 1 year. The results of structural equation modeling indicate that all research hypotheses(H1～H5) were adopted. Concretely, both emotional value and monetary value had an effect on satisfaction. Also, satisfaction had an effect on trust as well as behavioral intention, and trust seemed to have statistically significant influence on behavioral intention. Furthermore, additional paths(emotional value→trust, monetary value→behavioral intention) were found besides research hypotheses. In other words, emotional value seemed to have significant influence on trust, and monetary value appeared to be positively related on behavioral intention. Meanwhile, the effect of value on satisfaction was stronger for monetary value than emotional value, and the impact of emotional value and satisfaction on trust was stronger for satisfaction than emotional value. According to importance among variables explaining behavioral intention, satisfaction was first, followed by trust, and monetary value. Based on these findings, the theoretical and practical implications were further discussed.

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