The Effects of Psychic Distance and
Perceived Benefits on Consumer Switching Behavior in Advance of Express Railway Transportation
By Jang, Se-Hwan
Department of Management
Adviced By Prof. Jung, Hyung-Shik
Graduate School of Business
Administration Chosun University
Opening a new transportation...
The Effects of Psychic Distance and
Perceived Benefits on Consumer Switching Behavior in Advance of Express Railway Transportation
By Jang, Se-Hwan
Department of Management
Adviced By Prof. Jung, Hyung-Shik
Graduate School of Business
Administration Chosun University
Opening a new transportation means of express railway(KTX), Consumers' psychic distance across the national territory was likely to be changed to the extent that consumers feel the same distance getting much shorter as a nationwide one day round travel. The demand of airflight travel has been decreased enormously. The purpose of this study is to examine the characteristics of individuals and transportation modes that affect consumers' perceived benefits and psychic distance and in turn, their satisfaction and switching behaviors. This study empirically examines consumers' switching behavior in the use of transportation means with the theoretical frame of causal relationships.
Based of the structural relationships suggested by prior studies, several hypotheses were established to be tested on the conceptual relationships. Data were collected during two weeks in early April of 2005 at the Gwangju airport and railway station with actual consumers who were waiting for the transportation means with prepared questionnaires. 314 questionnaires in total were distributed and 306 questionnaires were collected in person. Insufficiently answered 5 questionnaires were discarded and 301 questionnaires were used for the final analyses. The ratio of dominantly airplane users to total respondents were 28.1%, that of respondents who presently switched from airplane mode to express railway mode were 15.1%, and that of mixed users of both modes were 56.8%.
SPSSWIN 10.1 was used. The reliability and validity of measurements were tested through factor analyses and Cronbach Alpha reliability analyses. The hypotheses of this research were tested with multiple regression analyses and ANOVA.
The results are as follows:
First, the three use groups of transportation means, among the airplane users, switchers to express railway from air travel and mixed users, were found to be significantly different in the aspects of their variety-seeking, transportation usage characteristics, and perceived benefits.
Second, individual characteristics have no impact on the perceived benefits and psychic distance among the three groups. That is, the dominantly airplane users, switchers, and mixed users showed no difference on psychic distance and perceived benefits between the transportation means.
Third, with respect to the characteristics of transportation, the mixed-users showed a significant difference in the perceived benefits and the switchers had a significant difference in psychic distance. These could be explained with the facts that the mixed users and switchers were using both transportation means by comparing each of the benefits and costs.
Forth, the perceived benefits was found to affect satisfaction in the dominantly airplane users. The effect of perceived benefit on switching barrier was not found to be different across the three groups.
Fifth, the effect of psychic distance on satisfaction was significant only in the switcher group and that of the switching barrier was not significant among the three groups. It means that consumers did not perceive switching barriers in accordance with the psychic distance of transportation means.
Sixth, it was found that satisfaction had no impact on the switching barrier, satisfaction decreased the switching intention and the switching barrier of stayers and switchers, and mixed users showed no impact on switching intention and switching behavior.
In summary, the results of this study seem to explain the effects of perceived benefits and psychic distance affecting the consumer switching intention and switching behavior, and also offer several implications for planning and implementing marketing promotion of the transportation means.
The Effects of Psychic Distance and
Perceived Benefits on Consumer Switching Behavior in Advance of Express Railway Transportation
By Jang, Se-Hwan
Department of Management
Adviced By Prof. Jung, Hyung-Shik
Graduate School of Business
Administration Chosun University
Opening a new transportation means of express railway(KTX), Consumers' psychic distance across the national territory was likely to be changed to the extent that consumers feel the same distance getting much shorter as a nationwide one day round travel. The demand of airflight travel has been decreased enormously. The purpose of this study is to examine the characteristics of individuals and transportation modes that affect consumers' perceived benefits and psychic distance and in turn, their satisfaction and switching behaviors. This study empirically examines consumers' switching behavior in the use of transportation means with the theoretical frame of causal relationships.
Based of the structural relationships suggested by prior studies, several hypotheses were established to be tested on the conceptual relationships. Data were collected during two weeks in early April of 2005 at the Gwangju airport and railway station with actual consumers who were waiting for the transportation means with prepared questionnaires. 314 questionnaires in total were distributed and 306 questionnaires were collected in person. Insufficiently answered 5 questionnaires were discarded and 301 questionnaires were used for the final analyses. The ratio of dominantly airplane users to total respondents were 28.1%, that of respondents who presently switched from airplane mode to express railway mode were 15.1%, and that of mixed users of both modes were 56.8%.
SPSSWIN 10.1 was used. The reliability and validity of measurements were tested through factor analyses and Cronbach Alpha reliability analyses. The hypotheses of this research were tested with multiple regression analyses and ANOVA.
The results are as follows:
First, the three use groups of transportation means, among the airplane users, switchers to express railway from air travel and mixed users, were found to be significantly different in the aspects of their variety-seeking, transportation usage characteristics, and perceived benefits.
Second, individual characteristics have no impact on the perceived benefits and psychic distance among the three groups. That is, the dominantly airplane users, switchers, and mixed users showed no difference on psychic distance and perceived benefits between the transportation means.
Third, with respect to the characteristics of transportation, the mixed-users showed a significant difference in the perceived benefits and the switchers had a significant difference in psychic distance. These could be explained with the facts that the mixed users and switchers were using both transportation means by comparing each of the benefits and costs.
Forth, the perceived benefits was found to affect satisfaction in the dominantly airplane users. The effect of perceived benefit on switching barrier was not found to be different across the three groups.
Fifth, the effect of psychic distance on satisfaction was significant only in the switcher group and that of the switching barrier was not significant among the three groups. It means that consumers did not perceive switching barriers in accordance with the psychic distance of transportation means.
Sixth, it was found that satisfaction had no impact on the switching barrier, satisfaction decreased the switching intention and the switching barrier of stayers and switchers, and mixed users showed no impact on switching intention and switching behavior.
In summary, the results of this study seem to explain the effects of perceived benefits and psychic distance affecting the consumer switching intention and switching behavior, and also offer several implications for planning and implementing marketing promotion of the transportation means.
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