An Examination of How Ratings of Airlines are Effected by Different Types of Information: A Mediation Analysis
Ozyurek, Abdullah Selim
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Many dynamics directly or indirectly influence the decision-making process. An individual’s demographic features, such as gender, country of origin, and emotions are some of the dynamics. In the aviation domain, air passengers purchase their air travel tickets under those dynamics. The purpose of this study was to determine if the airline type, gender of participants, and participants’ country of origin had an effect on ratings of an individual’s perception of safety and willingness to fly, and which emotions had a mediating effect on this relationship. The study included Lufthansa Airlines and Turkish Airlines from Europe. The affect was the participants’ feeling outcomes of presented airline information. The feelings were Ekman and Friesen’s (1971) universal emotions that include happiness, surprise, fear, disgust, anger, and sadness. The results of the study indicated that airline type, gender, and country of origin had a statistically significant effect and significant interaction on safety perception and willingness to fly. Also, emotions were found significant mediators on the mediation paths. Particularly happiness, fear, anger, and disgust emotions had a significant influence on participants’ decision outcomes.