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

ntroduction:This study analyzes the impact of online word-of-mouth for airlines on the behavioral intention of airline customers throughinformation 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 viastructural equation modeling. Results:The results indicate that online word-of-mouth has a significant impact on acceptance and satisfaction, and satisfaction has asignificant impact on behavioral intention. Conclusion:This research has practical implications in that it can provide the basic data necessary to establish an efficient online communicationstrategy 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