A380 기내 면세품 전시공간에서의 체험이 고객행동에 미치는 영향에 관한 연구

국문 초록 (Abstract)

국문요약

A380 기내 면세품 전시공간에서의 체험이
고객행동에 미치는 영향에 관한 연구

2008년 경제위기 이후 기업들은 얼어붙은 소비자들의 소비심리를 자극하기 위해 다양한 마케팅 전략을 펼치고 있는데 특히, 소비자들에게 독특한 체험을 제공하는 체험마케팅이 각광을 받고 있다.
본 연구는 항공업계 최초로 도입된 A380 기내 면세품 전시공간을 체험마케팅관점에서 분석하고 면세품 전시공간에서의 체험이 고객의 감정반응과 충동구매의도 그리고 구전의도에 미치는 영향을 파악하여 기내면세품 전시공간의 효과를 검증하고자 한다.
본 연구를 위해 A380 기내면세품 전시공간을 이용해 본 경험이 있는 승객들 250명을 대상으로 설문조사를 실시하여 자료를 수집하였다. 수집된 자료는 SPSS 19.0과 AMOS 18.0을 이용해 분석하였다. 분석결과 기내면세품 전시공간에서의 행동체험과 감성체험이 승객의 긍정적 감정에 영향을 미치는 것으로 나타났다. 그리고 긍정적 감정은 충동구매의도와 구전의도에 영향을 미치고, 충동구매의도는 구전의도에 긍정적 영향을 미치는 것으로 나타났다.
본 연구를 통해 기내면세품 전시공간의 효과를 극대화 할 수 있는 방안을 제시하고 A380 도입을 앞둔 항공사들에게 마케팅적 시사점을 주고자 한다.
핵심어 : 체험마케팅, 감정반응. 충동구매의도, 구전의도

다국어 초록 (Multilingual Abstract)

ABSTRACT

The Effects of Experience in the A380 Duty Free Showcase
on Customer Behaviors




Park JI Hyeon
Dept. of Aviation Business Administration
Graduate School of
Korea Aerospace University
(Advisor : Prof. Park, Jin-Woo Ph. D.)

Since the economic crisis in 2008, companies have presented various marketing strategies to encourage consumption of consumers, and experience marketing that provides consumers with unique experience has particularly been popular.
This study was conducted to analyze the A380 Duty Free Showcase that was first introduced by the airline industry from the view of experience marketing and examined the influence of experience of this space on customers' emotional response, impulse buying intention, and word-of-mouth intention to verify the effectiveness of the A380 Duty Free Showcase
For this study, 250 passengers who have experienced the A380 Duty Free Showcase were surveyed to collect data. The data were analyzed through SPSS 19.0 and AMOS 18.0 and as a result, it was found that ACT experience and FEEL experience in the A380 Duty Free Showcase influence the passengers' positive emotions. The positive emotions influenced their impulse buying intention and word-of-mouth intention, while impulse buying intention had a positive influence on word-of-mouth intention.
This study was conducted to verify the effect of the A380 Duty Free Showcase to share marketing views with airline companies waiting to introduce A380 and suggest measures to maximize the effectiveness of exhibition space.

Keywords: Experience Marketing, Emotional Response, Impulse Buying Intention, Word-of-mouth Intention

목차 (Table of Contents)

• 제 1 장 서론
• 1.1 연구의 배경 ····································································································································· 1
• 1.2 연구의 목적 ····································································································································· 3
• 1.3 연구의 방법 및 구성
• 1.3.1 연구의 방법 ······························································································································ 4
• 1.3.2 연구의 구성 ······························································································································ 5
• 제2장 이론적 배경
• 2.1 체험마케팅
• 2.1.1 체험마케팅의 개념 및 특징 ····························································································· 7
• 2.1.2 체험마케팅의 유형 ·············································································································· 10
• 2.1.3 체험제공수단 ························································································································· 12
• 2.1.4 체험마케팅의 활용 ············································································································· 13
• 2.1.5 체험마케팅에 관한 선행연구 ························································································ 15
• 2.1.6 A380 기내면세품 전시공간에서의 체험마케팅 ······················································ 17
• 2.2 감정반응
• 2.2.1 감정의 개념 ·························································································································· 20
• 2.2.2 감정반응 측정방법 ············································································································· 22
• 2.2.3 긍정적 감정과 부정적 감정 ··························································································· 25
• 2.2.4 감정반응에 관한 선행연구 ····························································································· 27
• 2.3 충동구매
• 2.3.1 충동구매의 개념 ·················································································································· 30
• 2.3.2 충동구매에 영향을 미치는 요인 ·················································································· 34
• 2.3.3 충동구매에 관한 선행 연구 ··························································································· 35
• 2.4 구전의도 ··········································································································································· 39
• 제3장 연구 설계와 분석 방법
• 3.1 연구 모형 ······································································································································· 41
• 3.2 연구 가설 ······································································································································· 42
• 3.2.1 기내면세품 전시공간에서의 체험과 감정반응과의 관계 ·································· 42
• 3.2.2 감정반응과 충동구매의도와의 관계 ·········································································· 44
• 3.2.3 감정반응과 구전의도와의 관계 ··················································································· 46