The Effect of Airline Accident Perception on Consumer Avoidance Behavior: The Mediating Effect of Cognitive Distance and the Moderating Effect of Age

This study empirically investigates the effect of consumers' perception of airline accidents on their avoidance behavior, focusing on the mediating role of cognitive distance and the moderating effect of age. While previous research has primarily emphasized corporate response strategies such as apologies or compensation, this study centers on how the perception of an accident is cognitively and emotionally processed by consumers and subsequently transferred into behavioral responses. An online survey was conducted with 290 consumers aged 20 and above across South Korea. Using PROCESS Macro, a moderated mediation model was analyzed. The results indicate that the perception of airline accidents significantly increases consumer avoidance behavior. Cognitive distance partially mediates this relationship, and the strength of the mediation effect varies by age being stronger among younger consumers. These findings suggest that cognitive distance and generational differences play a critical role in shaping consumer behavior during crisis events. The study offers both theoretical and practical implications for developing age-specific crisis response strategies in the airline industry.