항공사의 포지셔닝 차별화에 따른 스키마 처리과정에 관한 연구

This study deals with customer’s schematic process differentiated by airline’s positioning strategy. In order to analyze how airline customers perceive types of the differentiated positioning in terms of schematic processes and how schematic processes affect customers’ attitude and behavioral intention, the experimental design has been used. The research found that schema processing has a positive influence on subjects’ attitudes and behaviors according to the positioning differentiation of the airline company. Overall, the result has shown that the value of the sub-typing model was higher than that of schema-plus-tag model, which means that the sub-typing model has far greater influences on customers’ attitudes and behavioral intention. The schema theory provides diversity and an analytic foundation of positioning strategy studies in the hospitality industry.