다른 고객들에 대한 인식이 럭셔리 가치, 웰빙인식, 브랜드 자아개입과 프리미엄클래스 지불의사에 미치는 영향력에 대한 탐색적 연구 - 연령, 소득수준, 이용빈도의 조절효과와 함께 -

초록

The purpose of this research is to (1) examine the role of perceptions of other customers in the formation of premium class passengers`` luxury value, (2) investigate the relationships among luxury value, well-being perception, brand engagement in self-concept and Willingness to pay premium class, and (3) test the moderating effects of age, income and frequency. The proposed conceptual model was empirically tested via structural equation modeling analysis using data collected from 300 Korean luxury passengers who had taken premium class in a recent year. The results revealed that (1) three dimensions of perceptions of other customers are critical factors in the formation of luxury value. (2) most of the hypothesis are supported, and (3) age, income and frequency play significant moderating roles. This study provided critical theoretical and practical implications for luxury marketing managers in the airline industry.

키워드