계획행동이론(TPB)을 적용한 항공사 고객의 소셜미디어 행동에 관한 연구

초록

This study sub-categorizes intention to use into perceived behavioral control, attitude, and subjective norm, and seeks to analyse the relationship of each factor with intention to use and the relationship between intention to use and social media behavior. A survey of 235 samples was conducted with people who had experience using airline social media. After excluding nineteen unreliable answers, 216 answers were analyzed. As a result, perceived behavioral control had a significant effect on intention to use, while attitude and subjective norm had no significant effect on intention to use. As a result of correlation between intention to use and social media behavior, brand implicit involvement excluding brand sponsorship, brand sharing, and brand discount search have significant effects. The theoretical implications of this study are analyzing the intention to use based on precedent studies of planned behavior theory, and analyzing in detail the psychological factors of the behavior of consumers who communicate with companies using social media. Also by analyzing the social media behavior of airline customers from an airline perspective, this study contributes to helping airlines build a more effective social media marketing strategy. This study aims to provide practical implications by finding a way to improve the brand image of airlines, and enhancing the brand loyalty of its customers.

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