傳統航空業之品牌形象、價格認知、數位行銷對消費者購買意願的影響-以來源國形象為中介變數

隨著全球航空業的快速發展和疫情逐漸受控,國際旅遊需求正在恢復。傳統航空業在當前的背景下正面臨激烈的市場競爭,需要深入瞭解消費者購買行為背後的動機與因素,以制定有效的市場策略和品牌管理策略。本研究聚焦於傳統航空業中品牌形象、價格認知與數位行銷對消費者購買意願的影響,特別是考量來源國形象作為可能的中介變數。故本研究目的在於探討傳統航空公司的品牌形象、價格認知、數位行銷如何影響消費者購買意願,同時探討來源國形象是否具有中介效果。本研究之問卷以網路進行發放,並採用 SPSS 統計分析軟體之 2.0 版本作為本研究之統計工具。而研究結果顯示品牌形象、價格認知和數位行銷對增強消費者購買意願具有顯著的正向影響。此外,來源國形象在品牌形象和消費者購買意願之間具有部分中介作用。這些發現為傳統航空業提供了針對市場策略與品牌管理的具體建議,強調了在全球化和數位化趨勢下,積極調整市場策略的重要性。

關鍵字

傳統航空公司；品牌形象；價格認知；數位行銷；消費者購買意願；來源國形象

並列摘要

With the rapid development of the global aviation industry and the gradual control of the COVID-19 epidemic, international travel demand is recovering. The traditional aviation industry is facing fierce market competition in the current context. It requires a deep understanding of the motivations and factors behind consumer purchasing behavior in order to formulate effective market strategies and brand management strategies. This study focuses on the impact of brand image, price perception and digital marketing on consumer purchase intention in the traditional aviation industry, especially considering the image of the country of origin as a possible intermediary variable. Therefore, the purpose of this study is to explore how the brand image, price perception, and digital marketing of traditional airlines affect consumers' purchase intention, and to explore whether the image of the country of origin has a mediating effect. The questionnaires for this study were distributed online, and SPSS statistical analysis software version 2.0 was used as the statistical tool for this study. The research results show that brand image, price perception and digital marketing have a significant positive impact on enhancing consumers' purchase intention. In addition, country of origin image has a partial mediating effect between brand image and consumer purchase intention. These findings provide specific suggestions for market strategy and brand management for the traditional aviation industry, emphasizing the importance of actively adjusting market strategies amid the trends of globalization and digitalization.