항공동맹의 브랜드 신뢰도가 의사결정 편의성, 브랜드 자산 및 구매의도에 미치는 영향 = The impact of global airline alliance’s brand credibility on decision convenience, brand equity, and purchase intentions

다국어 초록 (Multilingual Abstract)

When purchasing airline tickets, consumers are confronted with numerous uncertainties. Airlines actively utilize brands to reduce consumers' opinions on this matter. The research model was presented in order to demonstrate that the brand credibility of the global airline alliance is a signal that reduces uncertainty in consumers' purchasing decisions and influences their purchase intentions. The relationship between brand credibility, decision convenience, brand equity, and purchase intention was validated using structural model analysis, and the indirect effects of brand credibility and decision convenience were validated using bootstrapping. First, brand credibility had a positive effect on brand equity by enhancing brand utility and demonstrated a positive relationship with decision convenience by reducing the effort and time spent by consumers during the purchasing process. Second, the brand credibility of the airline alliance did not have a direct impact on the purchase intentions of consumers. However, brand equity and decision convenience were found to have indirect effects. This study has academic value because it explains brand credibility in the context of brand alliance using signal theory. Even in brand alliances, brands' consistent and clear signals served to reduce consumer uncertainty. Moreover, joint promotional activities between the airline alliance and its member airlines will be a differentiating strategy for enhancing brand competitiveness in the market. Differentiated services in the market include marketing activities such as frequent flyer benefits and price discounts promoted by individual airlines, as well as the integrated frequent flyer benefits provided by airline alliances, the convenience of connecting flights, and their members' lounge use. It will be a strategy with the potential to enhance the cross-brand advantage.

국문 초록 (Abstract)

소비자들은 항공권 구매에 있어 다양한 불확실성을 경험하게 되는데 항공사들은 이러한 소비자의 불확실성을 감소시키기 위해 브랜드를 적극적으로 활용한다. 항공동맹의 브랜드 신뢰도는 소비자의 구매결정에 불확실성을 감소시키는 신호로 작용하여 제휴 항공사의 구매의도에 영향을 주는 가를 검증하기 위해 연구모형을 제시하였다. 구조모형분석을 통해 브랜드 신뢰도, 의사결정 편의성, 브랜드 자산 및 구매의도의 관계를 검증하였으며, 의사결정 편의성 및 브랜드 자산의 간접효과 검증을 위해 부트스트래핑을 사용하였다. 첫째, 브랜드 신뢰도는 브랜드 효용을 향상시켜 브랜드 자산에 긍정적인 영향을 주었으며, 소비자가 구매에 드는 노력과 시간을 감소시켜 의사결정 편의성에 긍정적 관계를 보였다. 둘째, 항공동맹의 브랜드 신뢰도는 소비자의 구매의도에 직접적인 영향을 주지는 않았으나 브랜드 자산 및 의사결정 편의성에 의해 간접효과가 있는 것으로 드러났다. 이 연구는 브랜드 제휴 맥락에서 브랜드 신뢰도를 신호이론과 관련하여 설명하였다는데 학술적 의미를 가진다. 항공동맹의 브랜드가 보내는 일관되고, 명확한 신호는 소비자의 불확실성을 감소시키는 신호로 작용하였다. 또한 항공동맹과 회원 항공사의 공동마케팅 활동은 시장에서 브랜드 경쟁력을 강화하는 차별화 전략이 될 것이다. 개별 항공사가 홍보하는 상용고객우대 혜택, 가격할인 등의 마케팅 활동과 항공동맹이 제공하는 통합된 상용고객우대 혜택, 항공편 연결의 편리성, 공용라운지 이용 등의 홍보는 시장에서 차별화된 서비스로 인식되어 브랜드 간에 이점을 더 강하게 해주는 전략이 될 것이다.

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