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

Abstract

© 2017 Kim and Park. 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-ofmouth on customer behavior.