品牌形象與知覺風險對行為意向之影響－以廉價航空為例

The Effect of Brand Image and Perceived Risk on Behavior Intention -An Example of Low Cost Carrier

汪芷榆(Chih-Yu Wang) ； 呂煒琳(Wei-Lin Lu) ； 林威克(Wei-Ko Lin) ； 謝家豪(Chua-Hao Hsieh)

《台北海洋科技大學學報》 9卷1期 (2017/11) Pp. 36-53

摘要

近年出國旅遊人數倍增，為因應此種狀況，各家傳統航空和廉價航空紛紛祭出優惠方案，因此多家廉價航空在航空業的激烈競爭中嶄露頭角，成為國人出國旅遊的最佳選擇。然航空事故頻傳下，消費者開始懷疑廉價航空的安全性，若消費者感到不確定之因素，可能會影響消費者未來之選擇及搭乘的意願。本研究以未來3年內有意願或最近三年內曾搭乘廉價航空之旅客為主要對象，經由網路及實體問卷發放總樣本為250份，回收問卷總數為230份，回收率92%。主要研究目的，探討品牌形象與知覺風險對行為意向之影響。經由問卷發放，總樣本為250份，去除無效問卷或未填寫完成者，實際回收有效樣本230份，回收率92%。研究工具採用SPSS 12.0統計應用軟體進行分析，研究方法包括：描述性統計、信度分析、皮爾森相關分析及階層迴歸分析等。研究結果發現：品牌形象對行為意向間呈部份顯著影響；品牌形象對知覺風險間呈部份顯著影響；知覺風險對行為意向間附呈部份顯著影響。

關鍵字

品牌形象 ； 知覺風險 ； 行為意向

並列摘要

In recent years, the number of tourists go abroad doubled. In response to this situation, the various traditional airlines and budget airline have resorted to preferential programs. Therefore, many budget airlines in the aviation industry in the fierce competition cut a striking figure, become the best choice for people to travel abroad. However, under the frequency of aviation accidents, consumers began to doubt the safety of low-cost aviation. If consumers become aware of uncertain factors, it may affect the consumer's future choice and the will to ride. In this study, we object to the passengers, with the intention, who had taken cheap air of the next three years or in the last three years. The total number of visitors to the network and physical questionnaires was 250, and the total number of recycling questionnaires was 230, with a recovery rate of 92%. The main purpose of this study is to explore the influence of brand image and perceived risk on behavioral intention. Through the questionnaire, the total sample is 250 copies, the invalid questionnaires or not completed were removed, and the actual effective samples recovery are 230, with the recovery rate of 92%. SPSS 12.0 statistical application software were used to analyze as the tools of our research. The research methods included descriptive statistics, reliability analysis, Pearson correlation analysis and hierarchical regression analysis. The results show that the brand image has a partial significant effect on the behavioral intention. The brand image has a partial significant effect on the perceived risk. The perceived risk has a partial significant effect on the behavioral intention.

並列關鍵字

Brand Image ； Perceived Risk ； Behavior Intention

參考文獻

林衢良、林淑芬（2007）。撞球參與者參與動機、撞球場館滿意度與行爲意圖關係之研究。輔仁大學體育學刊，6，70-86

高羚豪（2011）。廉價航空公司機票價格與促銷對購買意願之說服效果-以風險知覺為干擾變項。未出版碩士論文，輔仁大學餐旅管理研究所，台北市。

柯采伶（2013）。旅客使用長程低成本航空之行為意向研究。未出版碩士論文，國立臺灣海洋大學運輸科學研究所，基隆。

許悅玲、王鼎鈞（2009）。低成本航空：經營與管理。臺北市：揚智文化事業股份有限公司。

巫鴻滿（2008）。低成本航空公司與全服務航空服務滿意與再搭乘意願之研究。未出版碩士論文，世新大學觀光學研究所，台北市。