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1 Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology Vol.6, No.9, September (2016), pp 모바일앱정보품질이소비자행동의도에미치는영향 항공사를대상으로 정동열김세범 요약 이연구의목적은모바일의항공사웹의정보품질이소비자행동의도에미치는영향을분석하고자한다차부산사천공항에서항공기탑승을대기하는승객들을설문을실시하였으며차적으로진주시내대학에서학생들을대상으로설문을실시하였다학생들은설문조사하기전에항공사앱을다운로드후앱을사전에사용하게한후에설문조사를하였다총설문지부중불성실한설문지부를제외한부를분석에사용하였다분석결과다음과같은결론을얻었다첫째모바일웹의정보품질구성요소중유용성은이용만족에유의한영향을미치지않았으나디자인정보성보안성신뢰성은이용만족에정의영향을미쳤다유용성이기각된것은많은항공고객들이항공사모바일앱의사용경험이부족한것으로판단된다항공사는많은고객들이모바일앱의사용확대를위해직접또는간접광고를강화할필요가있다둘째이용만족은소비자의행동의도에정의영향을미쳤다항공사는고객이항공사모바일앱의품질에만족을유지하기위해관리와유지를하여야할것이다핵심용어항공사모바일앱서비스품질사용만족소비자행동의도 Abstract The purpose of this research is to examine the effect of information quality of mobile on consumer behaviour intension. A survey was conducted at the airport of Gimhae, Sacheon. The second Questionnaires were distributed to college student who have experience of using the airline app of their mobile phone. A total of 300 questionnaires were collected and 296 questionnaires were used for data analysis. The findings of this study can be summarized as follows. First, the impacts of usability on use satisfaction were not significant, but design, information, security, reliability were significant. Rejecting usefulness is considered many airline customers lack of use experience of airline app. Second, there was a positive correlation Received (June 29, 2016), Review Result (July 13, 2016) Accepted (July 20, 2016), Published (September 30, 2016) ISSN: AJMAHS Copyright 2016 HSST 19

2 between use satisfaction and consumer behaviour intension. Aieline should be made maintaine quality satisfaction of intension. Airline should be made management and maintenance for customer to maintain quality satisfaction of airline app. Key Words : Airline, Mobile Phone, Service Quality, Use Satisfaction, Consumer Behaviour Intension. 서론 최근과학기술의발달은소비자의생활과사회적산업적환경에많은변화를시키고있다대부분의소비자들은출퇴근할때나집에서휴식을취할때는몰론여행을떠날때도모바일폰으로정보를검색하거나앱을이용하는등모바일폰에많이의존하고있다또한현재의모바일폰은고정되지있지도않고항상휴대가가능하며또한에서처럼물품거래도가능하다항공기를탑승하기위해서는고객들은항공권예약및발권을위해콜센터를이용하거나또는여행사대리점을직접방문또는웹사이트를이용하고있다하지만모바일기술의발달로인해지금은앱을통해서도항공기운항여부항공스케줄확인은몰론항공권예약발권사전좌석배정개인마일리지업무등도가능하게되었다이러한기술의발달은항공사입장에서는유통채널의다양화와비용절감을할수있으며이를통하여고객에게보다더우수한서비스를제공할수있고또한경쟁에서우위를점할수있다그리고고객의입장에서는시간과장소에관계없이언제든지항공사에접근이가능해편리함이증대하게되었다이처럼항공시장에서모바일의비중이증가함에따라모바일웹의정보품질에대한연구는항공유통시장을발전시킬수있는좋은기회요소로판단된다기존의선행연구들을살펴보면맛집앱서비스품질피트니스앱의서비스품질스마트폰애플리케이션서비스품질으로항공사를대상으로한연구는아직미비한실정이다이에본연구에서는항공기이용고객과대학생들을대상으로모바일항공사앱의정보품질이소비자의태도에미치는영향관계를파악하고자한다구체적으로본다면첫째모바일앱의정보품질중유용성디자인정보성보안성신뢰성은이용만족에어떠한영향을미치는지에대한분석을하였다둘째모바일앱의정보품질중이용만족이소비자행동의도에어떠한영향을미치고있는지에대한분석하였다셋째이들분석결과를바탕으로본연구의학문적실무적시사점을제시하고자한다 연구가설및연구모형 본연구는모바일앱의정보품질이소비자의행동의도에미치는영향관계에대해알아보고자한다연구모형은선행연구를그림과같다유용성디자인정보성보안선신뢰성은의측정항목을하였고사용만족은의측정항목을하였다소비자행동의도의측정항목은의측정 20 Copyright 2016 HSST

3 항목을하였다 Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology Vol.6, No.9, September (2016) 그림 연구모형 가설가설가설가설가설가설 앱의서비스품질중유용성은이용만족에정의영향을미칠것이다앱의서비스품질중디자인은이용만족에정이영향을미칠것이다앱의서비스품질중정보성은이용만족에정의영향을미칠것이다앱의서비스품질중보안성은이용만족에정의영향을미칠것이다앱의서비스품질중신뢰성은이용만족에정의영향을미칠것이다앱의이용만족은소비자행동의도에정의영향을미칠것이다연구방법 자료의수집과분석 본연구의설문지는최초부로분석하였으나년월추가로설문지부배포및회수하였다회수된총설문지부중신뢰성이있다고판단된부만분석에사용하였다본연구를위한분석도구는과통계프로그램을사용하여측정항목의신뢰성과타당성을검증하였다총중가남자이고가여자이다연령대는대가대대이다앱이용경험은회가회가회가회가회가이며과같다 ISSN: AJMAHS Copyright 2016 HSST 21

4 본의특성 항공사 성별 연령 앱이용경험 항공기탑승회수 학력 직업 구분 일반항공사저가항공사남자 여자대대대회회회회회 회회회회 고졸미만대학교전문대포함재학대학교전문대포함졸업대학원이상 사무직서비스직전문직생산기술직자영업경영관리직전업주부학생기타 빈도수명 비율 신뢰도및확인적요인분석 본설문조사에서는 α 값계수가로분포되어권장치이상이상으로나타나측정항목의신뢰성은확보된것으로판단된다본연구에서제시된유용성디자인정보성보안성신뢰성이용만족소비자행동의도개구성개념들에대한측정항목들이각각구성개념을 22 Copyright 2016 HSST

5 Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology Vol.6, No.9, September (2016) 잘설명하고있는지에대한개념타당성분석을위해확인적요인분석을실시하였으며과같다본연구는을이용하여종합적인연구가설을검정한결과연구모형의적합도지수는 х 로나타나각변수들간의가설을검정하는데무리가없다고판단되며과같다 신뢰도분석 요인유용성디자인정보성보안성신뢰성이용만족소비자행동의도 측정문항 최종항목수 확인적요인분석 측정개념 변수명 준화요인적재량 준오차 개념신뢰도 용이성 디자인 정보성 보안성 신뢰성 이용만족 소비자행 ISSN: AJMAHS Copyright 2016 HSST 23

6 상관관계분석및가설검증 각요인들간의판별타당성충족정도를확인하기위해상관관계의분석을실시하였으며상관계수는수준에서나타나각변수간의판별타당성이입증되었다가설검증결과유용성은이용만족에유의한영향관계가없는것으로나타났으나디자인정보성보안성신뢰성은이용만족에정의영향관계를미치는것으로나타났다그리고이용만족은소비자행동의도에유의한영향을미치는것으로나타났다와같다 동의도 상관관계분석 변수 용이성디자인정보성보안성신뢰성이용만족소비자행동의도 용이성 디자인 정보성 보안성 신뢰성 이용만족 소비자행동의도 가설검정결과 연구가설 경로유용성이용만족디자인이용만족정보성이용만족보안성이용만족신뢰성이용만족이용만족소비자행동의도 경로계수 분석결과 가설검증 준오차 값 값 가설 기각 24 Copyright 2016 HSST

7 Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology Vol.6, No.9, September (2016) 결론 본연구는모바일항공사앱의정보품질이사용만족과소비자행동의도에미치는영향관계를검증하고자하였으며이에대한결과는다음과같다모바일앱의정보품질구성요소중유용성은사용만족에정의영향을미치지않았으나디자인정보성보안성신뢰성은이용만족에정의영향을미치는것으로나타났다첫째유용성기각된것은아직많은항공이용고객들이항공사모바일앱에대한이해와사용경험이부족한것으로판단된다따라서많은고객들이사용할수있도록홍보를강화하여야할것이다은간접경험도전체적인서비스경험에중요한역할을한다고하였다예를들면공항의탑승수속카운터에서좌석배정을받기위해대기하는승객들을대상으로현수막광고하는방법이있다즉공항에서좌석배정을받기위해혼잡함을경험한고객이항공사앱의유용성을인식한다면향후에는앱으로좌석배정을받을가능성이많다둘째디자인요소가이용만족에정의영향을미치는것으로나타났다앱이항공사임을잘나타내고있는것으로판단된다앱의디자인이전체적으로혼란스럽지않고고객들이쉽게정보를찾을수있는단순한매력이고객들에게좋은인상을준것으로판단된다또한앱의사용자대부분이임을감안하여이들고객이재접속할수있도록앱의디자인을보다더세련되게개선및유지할필요가있다셋째정보성은고객이콜센터나대리점을거치지않고직접항공기운항여부예약가능상태개인의잔여마일리지현황사전좌석배정등을손쉽게할수있어이용만족에긍정적인영향을준것으로해석할수있다따라서항공사에서는예약자들을대상으로앱의사용빈도를높이기위해고객들에게문자메시지등으로지속적인안내가필요하다넷째보안성은모바일앱의사용에활성화에가장중요한요소이다고객은항공권을예약및발권을위해서는앱에개인정보는물론신용카드정보를입력하여야한다만약고객이항공사에대한신뢰가없다면앱을통한항공권구매등을하지않을것이다따라서항공사는고객들이안심하고앱을이용할수있도록개인정보와신용카드정보가철저하게보호되고있다는믿음을지속적으로보여주여야할것이다그리고앱의보안성은새로운유통채널의확장에가장중요한요소이다다섯째모바일앱에서제공한항공정보에대해만족한고객은신뢰성에긍정적인영향을미치므로항공사는모바일앱에서제공하는정보에대한관리를더욱더철저히하여야하며이를바탕으로다양한항공정보를고객들에게앱을통해제공함으로써신뢰성유지하여야할것이다여섯째앱의이용만족이소비자의행동의도에유의한영향을미치는것으로나타났다이는앱의이용만족이재이용의도에정의정의영향을주는기존선행연구와일치하다따라서항공사는고객이앱의정보품질에만족할수있도록지속적인관리와최신의정보를유지하여야할것이다본연구의한계점으로는김해사천공항을이용하는국내항공승객과일부대학교대학생으로 ISSN: AJMAHS Copyright 2016 HSST 25

8 설문이이루어져본의한계로항공고객모두에게적용하기에는무리가따른다향후에는보다더객관성과신뢰성을확보하기위해서는전국공항에서모바일앱을직접이용한고객들을대상으로연구할필요가있다 References [1] Hooi Ting, Ding, et al. "Dependency on smartphone and the impact on purchase behaviour." Young consumers (2011), Vol.12, No.3, pp [2] Holub, S.F., Green, M.C. and Valenti, S.P. The smartphone: The tax practitioner s portable office, Tax Adviser, (2010), Vol. 41 No. 3, pp [3] Chen, Shih-Chih, David C. Yen, and Mark I. Hwang. "Factors influencing the continuance intention to the usage of Web 2.0: An empirical study." Computers in Human Behavior (2012), Vol.28, No.3, pp [4] Shon Jeoung-Ki, Park Young-A, A Study on Effects of Service Quality and Usage Review of Smartphone 'Majib' Application on User Satisfaction and Reuse Intention. Korean Strategic Marketing Association. (2013), Vol.21, No.3, pp [5] Mi Yeo Lee, Ji Hyun Kang, and Ik Ki Jeon. "A Study on the effect of phone fitness application s service quality on satisfaction after use, trust, immersion and willingenss to continue to use." The Korean Journal of Physical Education-Humanities and social sciences; (2013), Vol.52, No.2, pp [6] Wongjin Jung, and Ki-Kwang Lee. "The effects of the service quality of smartphone applications on user satisfaction and loyalty." Journal of the society of korean industrial and systems engineering; (2013), Vol.36, pp [7] Barnes, Stuart J., and Richard T. Vidgen. "Data triangulation and web quality metrics: A case study in e-government." Information & Management. (2006), Vol.43, No.6, [8] Su, Qin, et al. "Conceptualizing consumers' perceptions of e-commerce quality." International Journal of Retail &Distribution Management (2008), Vol.36, No.5, pp [9] Jun, Minjoon, Zhilin Yang, and DaeSoo Kim. "Customers' perceptions of online retailing service quality and their satisfaction." International Journal of Quality &Reliability Management (2004), Vol.21, No.8, pp [10] Chen, Shih-Chih, David C. Yen, and Mark I. Hwang. "Factors influencing the continuance intention to the usage of Web 2.0: An empirical study." Computers in Human Behavior (2012), Vol.28, No.3, pp [11] Hsin Chang, Hsin, and Su Wen Chen. "The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator." Online information review (2008), Vol.32, No.6, pp [12] Dube, Apramey, and Anu Helkkula. "Service experiences beyond the direct use: indirect customer use experiences of smartphone apps." Journal of Service Management (2015), Vol.26, No. 2, pp Copyright 2016 HSST

DBPIA-NURIMEDIA

DBPIA-NURIMEDIA The e-business Studies Volume 17, Number 6, December, 30, 2016:237~251 Received: 2016/11/20, Accepted: 2016/12/24 Revised: 2016/12/21, Published: 2016/12/30 [ABSTRACT] Recently, there is an increasing