RESEARCH ARTICLE


A Study on the Impact of Online Word-of-Mouth for Airlines on Customer Behavior



Yong-Sook Kim, Jin-Woo Park*
School of Business, Korea Aerospace University, 76 Hanggongdaehak-ro, Deokyang-gu, Goyang-si, Gyeonggi-do, South Korea, 421-791


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© 2017 Kim and Park.

open-access license: This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International Public License (CC-BY 4.0), a copy of which is available at: (https://creativecommons.org/licenses/by/4.0/legalcode). This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

* Address correspondence to this author at the School of Business, Korea Aerospace University, School of Business, Korea Aerospace University, 76 Hanggongdaehak-ro, Deokyang-gu, Goyang-si, Gyeonggi-do, South Korea, 421-791, Tel: 82-2-300-0354, Fax: 82-2-300-0225; E-mail: jwpark@kau.ac.kr


Abstract

Introduction:

This study analyzes the impact of online word-of-mouth for airlines on the behavioral intention of airline customers through information acceptance and satisfaction.

Methods:

A survey is carried out with customers who use airline social media and websites. A total of 270 questionnaires is analyzed via structural equation modeling.

Results:

The results indicate that online word-of-mouth has a significant impact on acceptance and satisfaction, and satisfaction has a significant impact on behavioral intention.

Conclusion:

This research has practical implications in that it can provide the basic data necessary to establish an efficient online communication strategy for airline online word-of-mouth. It also has academic implications in that it examines the impact of airline online word-of-mouth on customer behavior.

Keywords: Online word-of mouth, Information acceptance, Satisfaction, Behavioral intention, Online platforms, Purchasing behavior.