항공사 고객의 성격 5요인이 항공사 브랜드 개성과 브랜드 자아동일시에 미치는 영향

• 영문명: Effect of the Big Five Personality Factors of Airline Customers on Airline Brand Personality, Self-identification
• 발행기관: 관광경영학회
• 저자명: 권지영
• 간행물 정보: 『관광경영연구』제25권 제5호, 21~45쪽, 전체 25쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2021.09.30

영문 초록

The purpose of this study is to confirm the effect of the five personality factors on airline brand personality and brand self-identification. In this study, a total of 416 valid samples were obtained from customers with experience using airlines, and after data coding, they were analyzed using the statistical package SPSS 25.0. According to the study, first, the five personality factors were found to have a partially significant influence on airline brand personality. The extroversion, agreeableness, and conscientiousness aspects of the five personality factors were found to significantly affect on competence, ruggedness, sincerity, and excitement among airline brand personality factors, and neuroticism and openness were found to have no significant effect. Further, extroversion and agreeableness significantly affected sophistication among airline brand personality factors, but conscientiousness, neuroticism, and openness did not significantly affect on sophistication. Second, airline brand personality was found to have a partially significant effect on brand self-identification. Among the constituent factors of airline brand personality, competence, sophistication, sincerity, and excitement significantly affected both personal and social self-identification, but ruggedness did not have a significant effect on either self-identification or social self-identification.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증 분석

Ⅴ. 결론

참고문헌

키워드

Big Five Personality Airline Brand Personality Brand Self-identification Personal Identification Social Identification