The Influence of EWOM on Passengers' Behavioral Intentions

항공사에 대한 온라인 구전이 승객행동에 미치는 영향에 관한 연구

  • 김용숙 (대한항공 객실승원부) ;
  • 박진우 (한국항공대학교 경영학부)
  • Received : 2017.04.06
  • Accepted : 2017.06.28
  • Published : 2017.06.30


The ultimate aim of this research is to analyze the effects of on-line word of mouth (WOM) regarding airlines on behavior intention of airline passengers through information accommodation, attitude and trust. For the purpose, we have carried out a questionnaire survey with passengers who have used airline social media and websites as target, and analyzed a total of 362 copies of the questionnaire using structural equation. As a result of analysis, on-line WOM turned out to have a significant effect on accommodation, and the accommodation turned out to have significant effects on attitude and trust. Also, attitude turned out to have a significant effect on trust, and the trust turned out to have a significant effect on behavior intention. This research has significance in that it can help establish a WOM marketing strategy of airlines through grasping the actual situation of on-line WOM of airlines and present a possibility of WOM marketing utilizing social media as an appropriate marketing for aviation industry. At the same time, it also has an academic significance in that it predicted actual behavior intention of passengers who have used on-line WOM on airlines.


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