A Study on the Impact of Online Word-of-Mouth for Airlines on Customer Behavior
Yong-Sook Kim, Jin-Woo Park*
Identifiers and Pagination:Year: 2017
First Page: 81
Last Page: 89
Publisher Id: TOTJ-11-81
Article History:Received Date: 11/04/2017
Revision Received Date: 07/08/2017
Acceptance Date: 17/08/2017
Electronic publication date: 26/09/2017
Collection year: 2017
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.
This study analyzes the impact of online word-of-mouth for airlines on the behavioral intention of airline customers through information acceptance and satisfaction.
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.
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.
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.