항공사 모바일 애플리케이션의 주요 품질요인이 지각된 가치 및 브랜드 충성도에 미치는 영향

초록

This study aims to investigate quality factors affecting the brand loyalty and perceived value for airline application users. For the empirical analysis, the research model is validated by SPSS 18.0 using 250 survey data that is collected from airline application users. As a result of the analysis, the reliability, information, security level and ease of use positively affect the perceived functional value, the reliability and ease of use positively affect the perceived emotional value, and information, responsiveness positively affect the social value among quality factors of airline application, and the perceived emotional value and social value have a positive effect on brand loyalty. The reliability, information and ease of use also have a positive effect on brand loyalty. It was also found that the responsiveness showed no effect on the functional value, the information, responsiveness and security level showed no effect on the emotional value, the reliability, security level and Ease of use showed no effect on the social value, the perceived functional value showed no effect on brand loyalty. The Responsiveness and security level showed no effect on brand loyalty. This study shows a theoretical implication for enhance application functionality. It was suggested to make more various air travel information which can plan the travel of the unit separately and make it visible in the application site.

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