[국내논문]저비용 항공사의 웹사이트 품질, e-만족, e-신뢰, e-충성도 간의 구조적 관계 연구 The Relationships of Website Quality, e-Satisfaction, e-Trust, and e-Loyalty in Low-Cost Carriers원문보기
최근 정보통신기술의 발달로 대부분 웹사이트의 외관과 디자인이 훌륭하게 제작되고, 이용도 손쉽게 할 수 있도록 제작되고 있다. 특히 저비용 항공사에서는 웹사이트의 품질이 고객의 항공기 예약과 구매에 직결되기 때문에 웹사이트 품질이 고객의 충성도에 중요한 요인으로 작용하게 된다. 저비용 항공사에 대한 고객의 충성도는 긍정적 구전과 재구매와 직결되기 때문에 웹사이트 품질향상에 많은 노력이 필요하다. 본 연구는 저비용 항공사 웹사이트 품질의 속성을 도출하고, 웹사이트 품질이 e-만족, e-신뢰, e-충성도에 영향을 미치는지에 대해서 검증하였다. 또한 e-만족, e-신뢰, e-충성도의 영향 요인을 검증하였다. 가설검증결과 저비용 항공사의 웹사이트 품질, e-만족, 그리고 e-신뢰는 e-충성도에 유의한 영향을 미치고, 웹사이트 품질은 e-만족과 e-신뢰에 유의한 영향을 미치는 것으로 연구되었다. 하지만 e-만족은 e-신뢰에 영향을 미치지 않는 것으로 연구되었다.
최근 정보통신기술의 발달로 대부분 웹사이트의 외관과 디자인이 훌륭하게 제작되고, 이용도 손쉽게 할 수 있도록 제작되고 있다. 특히 저비용 항공사에서는 웹사이트의 품질이 고객의 항공기 예약과 구매에 직결되기 때문에 웹사이트 품질이 고객의 충성도에 중요한 요인으로 작용하게 된다. 저비용 항공사에 대한 고객의 충성도는 긍정적 구전과 재구매와 직결되기 때문에 웹사이트 품질향상에 많은 노력이 필요하다. 본 연구는 저비용 항공사 웹사이트 품질의 속성을 도출하고, 웹사이트 품질이 e-만족, e-신뢰, e-충성도에 영향을 미치는지에 대해서 검증하였다. 또한 e-만족, e-신뢰, e-충성도의 영향 요인을 검증하였다. 가설검증결과 저비용 항공사의 웹사이트 품질, e-만족, 그리고 e-신뢰는 e-충성도에 유의한 영향을 미치고, 웹사이트 품질은 e-만족과 e-신뢰에 유의한 영향을 미치는 것으로 연구되었다. 하지만 e-만족은 e-신뢰에 영향을 미치지 않는 것으로 연구되었다.
The A low-cost carriers(LCC)' website represents their public face to the world. Futhermore, distribution through their own websites is generally regarded as the being most cost effective for airlines The Internet website has become an effective marketing vehicle for low-cost carriers(LCC). The obje...
The A low-cost carriers(LCC)' website represents their public face to the world. Futhermore, distribution through their own websites is generally regarded as the being most cost effective for airlines The Internet website has become an effective marketing vehicle for low-cost carriers(LCC). The objective of this study was to examine theoretical relationship of website quality, e-satisfaction, e-trust, and e-loyalty to the low-cost carriers' website. The study sample included respondents who had visited any LCC websites in the last 12 months. Data were collected by conducting a web-based survey to maintain respondents' anonymity and overcome time and place constraints. From the 334 usable data obtained, hypotheses are tested using structural equation modeling. The results indicate that website quality, e-satisfaction, and e-trust are antecedents of e-loyalty in loyalty relationships between passengers and low-cost carriers' websites. Website quality positively influences e-satisfaction, e-trust while e-satisfaction. However, contrary to our expectation, e-satisfaction has a negative effect on e-trust. Managerial implications are provided following presentation of the findings.
The A low-cost carriers(LCC)' website represents their public face to the world. Futhermore, distribution through their own websites is generally regarded as the being most cost effective for airlines The Internet website has become an effective marketing vehicle for low-cost carriers(LCC). The objective of this study was to examine theoretical relationship of website quality, e-satisfaction, e-trust, and e-loyalty to the low-cost carriers' website. The study sample included respondents who had visited any LCC websites in the last 12 months. Data were collected by conducting a web-based survey to maintain respondents' anonymity and overcome time and place constraints. From the 334 usable data obtained, hypotheses are tested using structural equation modeling. The results indicate that website quality, e-satisfaction, and e-trust are antecedents of e-loyalty in loyalty relationships between passengers and low-cost carriers' websites. Website quality positively influences e-satisfaction, e-trust while e-satisfaction. However, contrary to our expectation, e-satisfaction has a negative effect on e-trust. Managerial implications are provided following presentation of the findings.
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문제 정의
In this sense, understanding the differences among passengers profile, such as the perception of website quality and its effect on e-satisfaction, e-trust, and e-loyalty, is fundamental for LCC that aim to increase customers’ positive experiences and loyalty to their websites[7]. Therefore, further understanding the relationships between website quality and the related variables which e-satisfaction, e-trust, and e-loyalty, that effect it is the main concern of this study.
The purpose of this study is to propose a comprehensive model of the e-loyalty development process by conceptualizing that e-loyalty is influenced by website quality, e-satisfaction, and e-trust. This study tests all of the impacts that these factors can have on each other and in turn on customer e-loyalty, and presents a comprehensive model on their relationship which goes beyond what previous researches have studied.
가설 설정
H1: Website quality is positively related to e-satisfaction in LCC’s website.
H2: Website quality is positively related to e-trust in LCC’s website.
H3: Website quality is positively related to e-loyalty in LCC’s website.
H4: E-satisfaction is positively related to e-trust in LCC’s website.
H5: E-satisfaction is positively related to e-loyalty in LCC’s website.
H6: There is positive and direct relationship between e-trust and e-loyalty in LCC’s website.
제안 방법
025) for the testing the model. After purifying the measurement model, each construct was evaluated separately by examining the indicator loading, construct reliability, convergent validity, and discriminant validity. All of the loadings of the items on their latent constructs were statistically significant (t-value>2).
E-loyalty brings high rate of customer retention and reduced cost for recruiting new customers. The purpose of this study is to propose a comprehensive model of the e-loyalty development process by conceptualizing that e-loyalty is influenced by website quality, e-satisfaction, and e-trust. This study tests all of the impacts that these factors can have on each other and in turn on customer e-loyalty, and presents a comprehensive model on their relationship which goes beyond what previous researches have studied.
All of the loadings of the items on their latent constructs were statistically significant (t-value>2). The reliability assessment was based on the composite reliability(CR) and average variance extracted(AVE). As shown in Table 2, the CRs ranged from 0.
The structural equation modeling (SEM) was also used to examine the hypothesized relationship among the constructs in this study. The required data is gathered through stratified random sampling method using a research-made questionnaire with four demographic and 23 specialized questions.
The results of the SEM provided support for a proposed structural model to examine the hypotheses. The model was tested to verify the hypotheses relating to purchase with experience customers, and the results(see.
Descriptive statistics was applied to provide the profile of the respondents. The structural equation modeling (SEM) was also used to examine the hypothesized relationship among the constructs in this study. The required data is gathered through stratified random sampling method using a research-made questionnaire with four demographic and 23 specialized questions.
This study is an applied field study and the method employed is descriptive and quantitative. The study sample included respondents who had visited any LCC websites in the last 12 months.
대상 데이터
This study is an applied field study and the method employed is descriptive and quantitative. The study sample included respondents who had visited any LCC websites in the last 12 months. Data were collected by conducting a web-based survey to maintain respondents’ anonymity and overcome time and place constraints, thus helping our study to contact respondents more easily than with other survey methods such as personal and telephone interview and other self-administered survey techniques[4], between July 2 and October 32012.
이론/모형
The SEM was then estimated for hypotheses testing. The model was assessed by the maximum likelihood method using AMOS 18.0. To evaluate the fit of the models, a chi-square with degrees of freedom, normed fit index(NFI), GFI, adjusted goodness of fit index(AGFI), comparative fit index(CFI), and RMSEA were employed.
0. To evaluate the fit of the models, a chi-square with degrees of freedom, normed fit index(NFI), GFI, adjusted goodness of fit index(AGFI), comparative fit index(CFI), and RMSEA were employed. A good fit is normally deemed to exist when NFI, GFI and CFI were all greater than 0.
성능/효과
To evaluate the fit of the models, a chi-square with degrees of freedom, normed fit index(NFI), GFI, adjusted goodness of fit index(AGFI), comparative fit index(CFI), and RMSEA were employed. A good fit is normally deemed to exist when NFI, GFI and CFI were all greater than 0.9, AGFI was greater than 0.8, and RMSEA was less than 0.08.
The results of the measurement of website quality, e-satisfaction, e-trust, and e-loyalty were acceptable (x2=258.61, df=164 (p-value=0.00), GFI=.941, AGFI=.913, CFI=..
후속연구
Also, the results were obtained in a specific industry, that of LCC, and one must be cautious in generalizing them to other sectors. Future study could examine the improvements made over time. Also, LCC website would be evaluated by many users of various ages, gender, educational and social levels in order to discover any differences in their preferences.
Any study has limitations, and the main one here is that the sample does not consider the passengers of foreign LCC operating the same route in South Korea. It would be fruitful, for future studies, to expand the sample in this direction. Also, the results were obtained in a specific industry, that of LCC, and one must be cautious in generalizing them to other sectors.
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