Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Research Hypotheses & Research Model 
This study is to find out the structural relationship among airlines’ image differentiation positioning 
strategy, customers’ cognitive structure, and consumers’ attitude and behavior. The image differentiation positioning 

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2007 Annual International CHRIE Conference & Exposition 
315
was derived from an internal report of the Korean Airline (Korean Airline, 2006) and previous research (Park
, 
Robertson, & Wu, 2004; Chang & Yeh, 2002; Yoo, 1996). Schematic processes were based on the schema theory; 
Schema plus tag
and 
Subtyping
(Sujan & Bettman, 1989) and customers’ attitude and behavior were based on the 
works of Park
, 
Robertson, & Wu, 2004. The hypotheses to be tested in this study are as follow;
H 1
. The image differentiation positioning influences differently between Schema plus tag and Subtyping of schematic process. 
H 2
. There is a significant relationship between schematic process (Schema plus tag) and customers’ attitude and behavior. 
H 3
. There is a significant relationship between schematic process (Subtyping) and customers’ attitude and behavior. 
H 4
. There is a significant relationship between customers’ attitude and behavior. 
 
Figure 1