목표지향적 행동모델을 이용한 국내 저비용항공사 승객의 항공사 선택속성, 열망, 행동의도의 관계에 관한 탐색적 연구

An Exploratory Study on the Relations among Airline Selection Attributes, Desire and Behavior Intention of the Passengers of Domestic Low Cost Carriers based on Model of Goal-Directed Behavior

As global LCC(Low Cost Carrier) market is growing as an outstanding trend, domestic LCC market has grown as another pillar of the aviation market with remarkable pace and scale of growth. However, prior research on the selection attributes of LCC and the decision-making process of customers in Korea is insufficient. This study applied the model of goal-oriented behavior to analyze the relations among LCC selection attributes, decision-making process, desire and behavior intention. Among selection attributes, this study found that in-flight service, safety, price, airline image had impact on the decision-making process. Attitude, subjective norm, positive anticipated emotion and perceived behavior control affected desire and desire affected behavior intention in sequence. Negative anticipated emotion was the only factor with no impact on desire and mediated effect of desire between perceived behavior control and behavior intention was verified.