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http://dx.doi.org/10.12985/ksaa.2017.25.2.039

The Influence of EWOM on Passengers' Behavioral Intentions  

Kim, Yong-Sook (대한항공 객실승원부)
Park, Jin-Woo (한국항공대학교 경영학부)
Publication Information
Journal of the Korean Society for Aviation and Aeronautics / v.25, no.2, 2017 , pp. 39-47 More about this Journal
Abstract
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.
Keywords
Online World of Mouth; Information Acceptance; Attitude; Trust; Behavioural Intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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