항공사 관계몰입과 러브마크에 관한 연구

A Study on Airline Relationship Immersion and LoveMark: Focusing on Corporate Image Adjustment Effect

In this study, The relationship between the impact of relationship immersion on lovermark In addition, the moderating effect of corporate image on the influence of relationship immersion on lovermark was identified. As a result of reliability analysis, the Cronbach’s α coefficient of all variables such as relationship immersion, lovemark, and corporate image, showed 0.8 or more, thus ensuring reliability. The results of regression analysis between variables for hypothesis testing are as follows. First, as a result of verifying the effect of relationship immersion on lovemark, relationship immersion had a significant effect on lovemark. Second, the results of verifying the adjustment effect of corporate image are as follows. As a result of analyzing the moderating effect of corporate image in the relationship between relationship immersion and lovemark, the public confidence has been shown to control the relationship between emotional immersion and love dimension, and also to control the relationship between computational immersion and respect dimension. Affinity was found to control the relationship between computational immersion and love dimension, and to control the relationship between computational immersion and respect dimension.