The purpose of this study is to verify the characteristics of flight booking platform(CFBP) on perceived value(PV) and intention of continuous use(ICU) in order for offering several managerial suggestions in the post-COVID era. This study conducted an empirical survey on a sample of 274 respondents who had experienced any flight booking platform at least once within the last three years. The factor analysis showed that CFBP were classified into safety, easiness, and responsiveness while PV and ICU were classified as a single dimension respectively. According to the result of the regression analysis, all the three factors of CFBP turned out to have positive influences on PV and ICU. It was also found that PV had a significant effect on ICU at the same time. In addition to those, moderating effect of Trust between the relationship of PV and ICU was examined. This paper provides managerial suggestions on how to enhance ICU towards CFBP effectively at the last part of the paper.
Ⅱ. 이론적 연구