過去搭機經驗：空中飛人的選擇行為藍圖

隨著自由化與網際網路的發展為航空業帶來更多的商機也同時伴隨了更激列的競爭。亞太地區航空客貨運量成長最為快速，各國無不積極進行機場改擴建與設施改善，以提升競爭力。航空公司間之競爭激烈，為了增加客源，分別提供更多元化的選擇，包括不同的票價等級以及服務品質等。本研究運用立意抽樣方式共計回收有效問卷為478份，問卷回收率為95.6%。結果發現：一、滿意度對品牌意象與行為意圖呈正向關係。二、過去經驗對滿意度呈正向關係，亦扮演重要影響角色。本文亦提出若干管理意涵之建議，結合實務的見解，冀希航空公司能打造出質與量並行，展現出所謂的產品差異化，才能真正持續吸引旅客並達到永續經營。

關鍵字

航空業；過去經驗；品牌意象；行為意圖

並列摘要

Nowadays for airlines industry, in order to maximize the profit, minimize the cost, and provide the more convenient service, airlines join the airlines alliance. Airline industry is facing changes in the external environment and test of rising international oil price. How to reduce cost, increase the added value and improve service quality to achieve customer satisfaction and be more competitive has become the first priority of all airlines. The purpose of this study is to examine the relationships among the past experiences of taking airplane, selecting airplanes and behavioral intentions. Purposive Sampling method used in this study, and a total of 478 valid questionnaires were achieved. The result indicated past experience and brand image, had great effect on behavioral intention. Finally, according to the finding of this research, several suggestions were proposed for practical management and hope that the general enterprises and investigated airline company will be benefited for designing and developing successful measurement of past experience workplace. Furthermore, suggestions were made for the deficiencies of this research in order to make the improvement of the further relevant research.