低成本航空旅客之價格認知、品牌權益、策略聯盟與搭乘意願之關聯性研究

A Study on Customers' Purchase Intention of Low Cost Carrier: The Relationship Analysis among Perceived Price, Brand Equity, and Strategic Alliance

陳麗珍(Chen Li-Chen)

《觀光與休閒管理期刊》 6卷1期 (2018/06) Pp. 121-130

https://doi.org/10.6510/JTLM.201806_6(1).0011

摘要

近年來低成本航空營運模式角逐航空客運市場，成為傳統航空業的市場勁敵，同時也為全球航空運輸業帶來了新的商機與挑戰。低成本航空公司在發展營運市場的同時，應瞭解旅客對於搭乘低成本航空之意願與其影響因素，始能掌握新趨勢崛起之重要關鍵。本研究採用問卷調查法針對台灣北、中、南地區國際機場，訪問具有搭乘國際航班經驗之旅客，進行問卷資料蒐集。本研究共計回收262份有效問卷，以SPSS 20.0視窗版進行資料分析，多元線性迴歸分析結果證實，三變項間皆有顯著之關聯性，價格認知、品牌權益、策略聯盟等三變項，對低成本航空搭乘意願具有顯著性之正向影響。其中價格認知對於旅客搭乘低成本航空意願影響最為顯著，標準化係數值達0.306，第二為品牌權益，標準化係數值達0.213。根據本研究發現與結論之建議，對於觀光產業、推動低成本航空公司之業者，提供未來推廣政策與學術研究參考；而對於旅行社等相關旅遊業者提供策略聯盟應用性實務之參考與建議。

關鍵字

低成本航空 ； 價格認知 ； 搭乘意願

並列摘要

The operation model of Low Cost Carrier (LCC) penetrates the market of passenger air transportation over decades; not only has it become the vital competition to full service airlines, and also brought business opportunities and challenges to the industry. LCCs should better understand the factors which affect travelers' purchase intention for further market development. This study applied the questionnaire survey for the empirical research based on the method of quantitative analysis. The valid returned 262-sampling was used to analyze the relationships among customers' perceived price, brand equity and strategic alliance and purchase intention toward the services provided by LCCs. By using the methodology of multiple regression analysis, research results showed that four variables were significant correlated, and three dependant variables (DV) had significantly positive influences on customers' purchase intention for LCCs. Among three DV, perceived price had the highest impact shown on customers' purchase intention and brand equity as the second. The research results can be used for the reference of the researches and practices in association with airline industry, tourism industry and the related fields.

並列關鍵字

Low Cost Carrier ； perceived price ； brand equity ； strategic alliance ； purchase intention