항공사 정보기술서비스가 구매의도에 미치는 영향 연구

국문 초록 (Abstract)

항공사의 비용절감과 효율성 증대의 방안으로 항공사가 현재 제공하고 있고 향후 제공예정인 정보기술서비스의 실태를 알아보고 이러한 정보기술서비스의 제공이 여행자의 항공권 구매의도에 미치는 영향에 대한 연구

다국어 초록 (Multilingual Abstract)

Into 2000's, aviation transportation market environment in the world has been changed by various incidents so that airlines need to be accommodated with new changes and face important problems such as cost down and efficiency improvement. According to IT development, airlines has the effect of getting service competitive power and cost down by using IT service.
The purpose of this study is to research how IT service of airlines affect purchase intention. The result of factor analysis, I got 4 factors such as baggage transportation IT service, information & check-in IT service, reservation & sales IT service and cabin IT service.
This study used the data collected from literature review, worldwide airlines practical business and FGI(Focus Group Interview) with mangers of major airlines operating to/from Incheon airport. Total 320 domestic and foreign passengers departing from Incheon airport during August 2006 were surveyed by simple random sampling and used the self-administered questionnaires for empirical analysis.
First, to annalize the differences in perception regarding passenger's tour characteristic, ANOVA(analysis of variance) was performed with four common factors. Totally 10 sub hypotheses were tested. Among them, seven hypotheses of tour characteristic such as destination, tour purpose, frequency of overseas travel, cain class, paper or paperless ticket, using airline homepage, using hours of internet service per day and favorite airlines are perceived importantly by IT service of airlines but two the others namely how get the ticket and one's accumulated mileage are not influenced by IT service.
Second, regarding to demographic variable, most of them generally are not found significant differences. However only two facts namely annual salary and residence are influenced by IT service. In case residence, Kwangju-si and Jeonla-do are perceived importantly by information & check-in service and USA has the highest mean value to reservation & sales service. Also the highest and no salary group have effects on IT services.
Third, to find influence of purchase intention regarding four IT service factors, regression analysis was performed. Therefore two of them have effects on purchase intention which are baggage transportation service and reservation & sales service. However rest two factors namely information & check-in service and cabin service are not found the influence to purchase intention.
Forth, regarding subjective question for desired IT service factors of airlines in the future, there are two main interesting matters. One is using mobile phone and SMS service in the cabin during flying. The other is using more convenient check-in method. Incheon airport will start Kiosk check-in from 2007 and major airlines try to promote their web check-in system using two dimension bar code.
In conclusion, many travellers still purchase their tickets from travel agency and overall IT service of airlines is not popularized to many travellers. In order to solve the problem, airlines make easier and more convenient procedures for reservation, ticketing and check-in on their web site. Therefore airlines can be reduced distribution cost and passengers can buy cheaper ticket than others. It makes many travellers possibly intend to use it.
Additionally, baggage transportation service using RFID are most important factors for our customers to choose one's airlines because it gives our customers reliability. Cabin IT service is not influenced directly to purchase intention in this study but it needs for airlines to improve service quality and provide convenient service to our customers in the future. To achieve this goal, airlines might prepare to successful operation plan and public information strategy when airlines provide such a kind of IT service.

목차 (Table of Contents)

• 제 1 장 서론 = 1
• 제 1 절 문제제기 및 연구목적 = 1
• 1. 문제제기 = 1
• 2. 연구목적 = 3
• 제 2 절 연구범위 및 방법 = 4
• 1. 연구범위 = 4
• 2. 연구방법 = 5
• 제 2 장 이론적 배경 = 7
• 제 1 절 항공사 정보기술서비스 이론 = 7
• 1. 항공사 정보기술서비스의 개념과 발전과정 = 7
• 2. 항공사 정보기술서비스 요인 = 10
• 제 2 절 구매의도 이론 = 43
• 1. 구매의사 결정과정 = 43
• 2. 소비자 구매의도 = 45
• 3. 소비자 구매의도의 측정 = 46
• 제 3 절 선행연구 = 47
• 1. 항공사 정보기술서비스에 관한 선행연구 = 47
• 2. 항공사 구매의도에 관한 선행연구 = 52
• 제 3 장 조사설계와 분석방법 = 55
• 제 1 절 연구모형 및 가설설정 = 55
• 1. 연구모형 = 55
• 2. 가설설정 = 56
• 3. 변수의 조작적 정의 = 57
• 제 2 절 조사 설계 = 59
• 1. 조사목적 및 대상 = 59
• 2. 조사기간 및 방법 = 59
• 제 3 절 설문지구성과 분석방법 = 60
• 1. 설문지 구성 = 60
• 2. 분석방법 = 62
• 제 4 장 실증분석 = 63
• 제 1 절 조사대상의 일반적 특성 = 63
• 1. 조사대상의 일반적 특성 = 63
• 2. 조사대상자의 인구통계학적 특성 = 63
• 제 2 절 측정도구의 타당성검증과 신뢰도검증 = 65
• 1. 타당성 검증 = 65
• 2. 신뢰도 검증 = 67
• 제 3 절 가설 검증 = 67
• 1. 가설 1:여행자의 여행특성에 따라 지각하는 항공사 정보기술서비스 요인의 중요도는 차이를 보일 것이다 = 67
• 2. 가설 2:여행자의 인구통계학적 특성에 따라 지각하는 항공사 정보기술서비스 요인의 중요도는 차이를 보일 것이다 = 75
• 3. 가설 3:항공사 여행자가 지각한 전반적인 항공사 정보기술서비스 요인은 구매의도에 유의한 영향을 보일 것이다 = 79
• 제 4 절 분석결과의 요약 및 시사점 = 81
• 1. 분석결과의 요약 = 81
• 2. 시사점 = 84
• 제 5 장 결론 = 88
• 참고문헌 = 92
• 설문지 = 98
• Abstract = 112