초록 열기/닫기 버튼
In this study, a multinomial logit model was applied by identifying consumption values and airline selection attributes, suggesting domestic airlines preferred by users, and confirming airline selection factors. In the case of the Korean Air choice group, preference was high for male, education level and office workers. Positive (+) results were derived from 'additional services' and 'convenience and safety', but the influence of 'social value orientation' of consumption value factors did not appear. In the case of the Asiana Airlines choice group, among consumption value factors, ‘social value orientation’ had a negative (-) effect. In the case of the low-cost airline selection group, female preferred, and a positive (+) influence was confirmed in 'social value orientation'. Airline selection attribute factors had a negative (-) effect on ‘additional services’, ‘convenience and safety’ and a positive (+) influence on ‘cost rationality’ was confirmed.
키워드열기/닫기 버튼
Consumption Values, Airline Selection Attributes, Multinomial Logit Model, Social Value Orientation
