저비용항공사를 이용하는 고객들이 경험한 위험지각과 CSR인식이 고객행동의도에 미치는 영향

• 영문명: The Effect of Risk perception and CSR perception experienced by Low Cost Carriers on Customers Behavior Intention for Low Cost Carriers: The Mediating Effect of Brand Image and Moderating Effect of Compassion
• 발행기관: 관광경영학회
• 저자명: 김수연 이윤철
• 간행물 정보: 『관광경영연구』제23권 제2호, 101~126쪽, 전체 26쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.03.31

영문 초록

This research aims to demonstrate the effect of risk perception and CSR perception on customers’ behavioral intention by analyzing the mediating effect of brand image and moderating effect of compassion. The study is divided into four categories, firstly, testing the influence of customers’ risk and CSR perception on the brand image using low cost carriers; secondly, the effect of brand image on customers’ behavioral intention; thirdly, ascertaining the role of mediating effect of brand image in relationship between risk and CSR perception of customers’ behavioral intention. Finally, the purpose of this study is to verify the moderating effect of compassion on the relationship between risk perception and brand image, and the relationship between CSR perception and brand image. First, this study suggests that customers who use low-cost carriers for the first time in Korea demonstrate the moderating effect of compassion on the relationship between risk perception and brand image, and the relationship between CSR perception and brand image of low-cost airlines. Second, there is a theoretical implication that we have demonstrated the mediating effects of brand image in the relationship between risk perception and customer behavior intention, and CSR perception and customer behavior intention, which are different from existing research.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

Risk Perception CSR Perception Brand Image Customer Behavior Intention Compassion