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논문검색

모바일 항공 앱 서비스품질이 가격민감도, 구매의도에 미치는 영향 : MOBISQUAL 모델 중심으로

원문정보

The Effect of Service Quality of Mobile Air Ticketing App on the Price Sensitivity and Purchase Intention; With MOBISQUAL Model

한인기

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초록

영어

The purpose of this study is to figure out way to effective service marketing strategy in order to improving service quality and management performance of the mobile air ticketing service industry. For the purpose of the study, MOBISQUAL was adopted as measurement scale for service quality in this study and then two main hypotheses were tested. First, the effects of service quality of mobile air ticketing app on the price sensitivity. Second, the effects of service quality of mobile air ticketing app on the purchase intention. The empirical survey was conducted between May 15 and June 15, 2019 on 400 mobile air ticketing app users, and 379 valid questionnaires were analyzed. The analysis has found the following. Service delivery, service environment that construct MOBISQUAL has negatively effect on the price sensitivity. On the other side, service delivery, service environment that construct MOBISQUAL has positively effect on the purchase intention. Therefore, this study suggests that the mobile air ticketing service marketer should more respond to customer's need of information, and it should be providing of personalized service for reduce the customer's price sensitivity and stimulate the purchase intention.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 모바일 서비스품질 측정
3. 가격민감도
4. 구매의도
Ⅲ. 연구설계
1. 연구모형과 가설설정
2. 변수의 조작적 정의와 측정도구의 구성
3. 자료수집과 분석방법
Ⅳ. 분석결과
1. 표본의 일반적 특성
2. 측정모델의 확인적 요인분석과 타당성 검증
3. 가설의 검증
Ⅴ. 결론
참고문헌

저자정보

  • 한인기 Inki Han. 경기대학교 관광전문대학원 관광사업경영학과 박사과정

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