항공사 공유가치 창출이 기업-소비자 동일시, 브랜드 태도 및 재이용의도에 미치는 영향에 관한 연구

Abstract

Today's consumers are consuming and focusing on the 'cause' that they want to buy a particular company's products and support their activities. The relationship between companies and consumers is deepened through consideration of the 'reason' of consumption. The ultimate goal of brand equity is to create a “relationship” such as a partner between the consumer and the company or brand. The airline's CSV(creating shared value) activity may be a good reason for modern consumers to choose an airline. Therefore, this study focuses on the “relationship” between consumer and airline based on the assumption that airline CSV activities can deepen the relationship between consumer and airline. In addition, we examined whether the CSV activity of airlines could affect the reuse intention, which is a variable indicating the willingness to form an ongoing relationship with the airline. Also, this article suggests the parameters of company-customer identification and brand attitude as a process of reuse intention between airlines and consumers. In addition, the domestic airline industry market is in fierce, including competition between the FSC(full service carrier) and the LCC(low cost carrier) and competition between the LCCs. Therefore, we want to understand how differences between the FSC and the LCC affect the consumer decision-making process and help establish a marketing strategy that corresponds to the type of airline. In this study, an online survey and questionnaire survey were carried out on adult men and women who had used airlines within the past year. A total of 397 valid questionnaires were used for the final analysis. The analysis of this study was carried out the frequency analysis to identify the demographic characteristics, the reliability analysis through the Cronbach's alpha, confirmatory factor analysis, correlation analysis, and structural equations modeling using SPSS 20.0 and AMOS 20.0 statistical packages. The empirical results of this study can be summarized as follows. First, the reconceiving of products and markets in CSV activities had a statistically significant influence on company-customer identification. Second, the redefinition of productivity in the value chain of CSV activities also had a statistically significant influence on company-customer identification. Third, the building supportive industry cluster at the company's location of CSV activities also had a statistically significant influence on company-customer identification. Fourth, company-customer identification had a statistically significant influence on brand attitude. Fifth, brand attitude had a statistically significant influence on reuse intention. The CSV shows that when consumers identify the company, they show a relatively high favorable and positive attitude, which also affects reuse intention. Validating the hypothesis that there will be differences depending on the type of airline, Sixth, the difference between FSC and LCC in relation to CSV and company-customer identification was rejected because it was not significant. This suggests that CSV affects company-customer identification regardless of airline type differences. Therefore, airlines should be interested in more differentiated CSV subfactors, considering that there is no difference between FSC and LCC. Seventh, the difference between FSC and LCC in the relationship between company-customer identification and brand attitude had a statistically significant influence. In other words, in the relationship between company-customer identification and brand attitude, the FSC had a larger standardization coefficient than the LCC. This shows that the FSC has more influence on the brand attitude in the relationship between company-customer identification and brand attitude than the LCC. Therefore, a differentiated strategy should be prepared in which a more positive attitude can lead to reuse intention. Eighth, the difference between FSC and LCC in the relationship between brand attitude and reuse intention had also a statistically significant influence. In other words, in the relationship between brand attitude and reuse intention, FSC showed lower standardization coefficient than LCC. The impact of brand attitude on reuse intention is greater in LCCs than in FSC. However, as most studies have confirmed, the relationship between brand attitude and reuse intention has a positive correlation, and airlines must continue to carry out activities that can lead to practical use and purchase from reuse intention through continuous CSV.