Journal of the Korean Society for Aviation and Aeronautics (한국항공운항학회지)

The Korean Society for Aviation and Aeronautics (한국항공운항학회)
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The Effects of Unruly Passenger Behavior on SNS Sharing Intentions: Focusing on Foreign Passengers

기내난동이 탑승객의 SNS 공유의도에 미치는 영향: 외국인 승객을 대상으로

  • Ri-Hyun Shin ;
  • Kee-Woong Kim
  • 신리현 (한국항공대학교 경영학과) ;
  • 김기웅 (한국항공대학교 경영학과)
  • Received : 2024.02.28
  • Accepted : 2024.04.30
  • Published : 2024.06.30
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Abstract

The purpose of this study is to investigate the impact of negative emotions on the intention to share negative experiences caused by unruly passengers on flights. 163 questionnaires were collected and an SEM model was used to measure the relationship between passengers' negative emotions and sharing intentions. We empirically analyzed the impact of unruly passenger behavior on social media sharing intention through negative emotions, airline trust, and satisfaction with service recovery. Theoretically, we established a clear causal relationship between these variables. The results of this study shed light on the importance of developing a sustainable service strategy for passengers by analyzing the impact of negative emotions and sharing intentions. Based on our findings, we recognized that airlines should respond to disruptive behavior while understanding the negative emotional feelings of surrounding passengers. Therefore, this study strongly recommends that airlines should respond appropriately to in-flight disruptive behavior and ensure that passengers' negative emotions do not damage the overall reputation and image of the airline.

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