항공사앱 이용에 따른 경험적 가치가 즐거움 및 재이용의도에 미치는 영향

The effects of airline mobile app users’ experiential values and fun on reuse intention to apps

The purpose of this study is to determine whether the experiential value affects the fun and reuse intention of the mobile app users in the airline industry. To meet this purpose, data were collected through the SNS from 430 participants who use the airline apps. within 3 month. Of the 430 questionnaires that were answered, a total of 184 were used for this survey, As a result of empirical analysis, the experiential value was identified by dividing into 4 dimension(entertainment, education, escapist, esthetic) and each dimension had different influence on fun. In particular, the esthetic has the strongest influence to fun among customers using airline mobile app. Finally, this study presents important implications for the direction of marketing development of airline apps and the strategic marketing utilization plan of airline app.