신 수송수단의 개통에 따른 심리적 거리 및 지각된 효익이 전환행동에 미치는 영향

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The Effects of Psychic Distance and
Perceived Benefits on Consumer Switching Behavior in Advance of Express Railway Transportation

By Jang, Se-Hwan
Department of Management
Adviced By Prof. Jung, Hyung-Shik
Graduate School of Business
Administration Chosun University

Opening a new transportation means of express railway(KTX), Consumers' psychic distance across the national territory was likely to be changed to the extent that consumers feel the same distance getting much shorter as a nationwide one day round travel. The demand of airflight travel has been decreased enormously. The purpose of this study is to examine the characteristics of individuals and transportation modes that affect consumers' perceived benefits and psychic distance and in turn, their satisfaction and switching behaviors. This study empirically examines consumers' switching behavior in the use of transportation means with the theoretical frame of causal relationships.
Based of the structural relationships suggested by prior studies, several hypotheses were established to be tested on the conceptual relationships. Data were collected during two weeks in early April of 2005 at the Gwangju airport and railway station with actual consumers who were waiting for the transportation means with prepared questionnaires. 314 questionnaires in total were distributed and 306 questionnaires were collected in person. Insufficiently answered 5 questionnaires were discarded and 301 questionnaires were used for the final analyses. The ratio of dominantly airplane users to total respondents were 28.1%, that of respondents who presently switched from airplane mode to express railway mode were 15.1%, and that of mixed users of both modes were 56.8%.
SPSSWIN 10.1 was used. The reliability and validity of measurements were tested through factor analyses and Cronbach Alpha reliability analyses. The hypotheses of this research were tested with multiple regression analyses and ANOVA.

The results are as follows:
First, the three use groups of transportation means, among the airplane users, switchers to express railway from air travel and mixed users, were found to be significantly different in the aspects of their variety-seeking, transportation usage characteristics, and perceived benefits.
Second, individual characteristics have no impact on the perceived benefits and psychic distance among the three groups. That is, the dominantly airplane users, switchers, and mixed users showed no difference on psychic distance and perceived benefits between the transportation means.
Third, with respect to the characteristics of transportation, the mixed-users showed a significant difference in the perceived benefits and the switchers had a significant difference in psychic distance. These could be explained with the facts that the mixed users and switchers were using both transportation means by comparing each of the benefits and costs.
Forth, the perceived benefits was found to affect satisfaction in the dominantly airplane users. The effect of perceived benefit on switching barrier was not found to be different across the three groups.
Fifth, the effect of psychic distance on satisfaction was significant only in the switcher group and that of the switching barrier was not significant among the three groups. It means that consumers did not perceive switching barriers in accordance with the psychic distance of transportation means.
Sixth, it was found that satisfaction had no impact on the switching barrier, satisfaction decreased the switching intention and the switching barrier of stayers and switchers, and mixed users showed no impact on switching intention and switching behavior.
In summary, the results of this study seem to explain the effects of perceived benefits and psychic distance affecting the consumer switching intention and switching behavior, and also offer several implications for planning and implementing marketing promotion of the transportation means.
Alternative Title
The Effects of Psychic Distance and Perceived Benefits on Consumer Switching Behavior in Advance of Express Railway Transportation
Alternative Author(s)
Jang, Se-Hwan
경영대학원 경영학과
경영대학원 경영학과
정 형 식
Awarded Date
Table Of Contents
제 1 장 서 론 1

제 1 절 문제의 제기 1
제 2 절 연구의 목적 4
제 3 절 논문의 구성 5

제 2 장 이론적 배경 7

제 1 절 교통수단의 현황 및 수요변화 7
1. 교통수단의 현황 7
2. 고속철도 개통과 교통수단의 수요변화 9
3. 해외사례 15
제 2 절 교통수단의 전환행동에 관한 이론적 고찰 17
1. 전환장벽(Switching Barrier) 및 전환행동 19
제 3 절 전환행동의 영향요인에 관한 이론적 고찰 21
1. 개인적 특성 21
2. 교통수단의 특성 23
3. 지각된 효익 27
4. 심리적 거리(Psychic Distance) 31
5. 교통수단의 이용만족 34

제 3 장 연구모형 및 가설의 설정 37

제 1 절 연구모형 37
제 2 절 가설의 설정 38
1. 현재 교통수단을 이용하는 집단간(지속적 이용자/전환자, 중간이용자) 전환행동의 차이 38
2. 개인적 특성과 지각된 효익 및 심리적거리와의 관계 39
3. 교통수단의 특성과 지각된 효익 및 심리적거리와의 관계 41
4. 교통수단에 대한 지각적 효익과 만족 및 전환장벽과의 관계 42
5. 교통수단에 대한 심리적거리와 만족 및 전환장벽과의 관계 44
6. 교통수단에 대한 만족 및 전환장벽과 전환의도/행동 45
제 3 절 변수의 조작적 정의 및 측정 46
1. 개인적 특성 및 교통수단의 특성 46
2. 지각된 효익 47
3. 심리적거리 47
4. 교통수단의 이용에 대한 만족 48
5. 전환장벽 및 전환의도/행동 48

제 4 장 실증분석 50

제 1 절 기초자료 분석 50
1. 표본의 대상 및 자료의 수집 50
2. 표본의 특성 51
제 2 절 변수의 신뢰도, 타당도 분석 53
1. 전체변수에 대한 탐색적 요인분석 및 신뢰도 분석 53
2. 전체변수의 상관관계 분석 55
제 3 절 가설검증 56
1. 현재 교통수단을 이용 유형별 집단간(지속적 이용자/전환자, 중간이용자) 전환행동의 차이(H1) 56
2. 개인적특성 및 교통수단특성이 지각된 효익 및 심리적거리에 미치는 영향(H2-H5) 58
3. 지각된 효익 및 심리적거리가 만족 및 전환장벽에 미치는 영향(H6-H9) 60
4. 만족 및 전환장벽이 전환의사에 미치는 영향(H10-H12) 62

제 5 장 결 론 64

제 1 절 연구의 요약 및 시사점 64
제 2 절 연구의 한계점 및 장래연구과제 68

참고문헌 70
장세환. (2005). 신 수송수단의 개통에 따른 심리적 거리 및 지각된 효익이 전환행동에 미치는 영향.
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