廉價航空服務品質、網路口碑與價格認知對消費者購買意願之影響

The Influence of Low-Cost Carriers’s Service Quality, Word of Mouth and Price Perception On Consumers’Purchase Intentions

汪佩儀(Pei-Yi Wang)

指導教授 ： 曾忠蕙

淡江大學/商管學院/國際企業學系碩士班/碩士(2018年)

https://doi.org/10.6846/TKU.2018.00658

摘要

隨著全球觀光旅遊產業的發展，航空產業競爭也越來越激烈，如今許多商務旅客與跨國旅遊旅客對短程航線或中長程航線的航空公司選擇也改變過去的消費模式，不再是只選擇搭乘傳統航空公司，廉價航空的經營模式與傳統航空有所不同，透過節省成本來降低票價，因此，廉價航空在近幾年已漸漸成為趨勢。而隨著台灣觀光發展與出國人次需求增加，也吸引許多廉價航空公司到台灣拓展航線。本研究以有拓展台灣地區廉價航空市場之航空公司為主要研究目標並以台灣地區消費者為主要探討對象。
本研究探討廉價航空服務品質、網路口碑與價格認知對消費者購買意願之影響。本研究採用問卷調查法方式於網路發放問卷，研究對象分為有搭乘過廉價航空與從未搭乘過廉價航空之消費者為研究對象。本研究共回收305份有效問卷，並以敘述性統計分析、描述性統計分析、信度與效度分析與迴歸分析等進行資料分析及驗證假設。研究結果發現廉價航空服務品質有形性與保證性對消費者的購買意願有正向顯著的影響；廉價航空網路口碑可信度對消費者的購買意願有正向顯著的影響；消費者對廉價航空的價格認知對其購買意願有顯著正向影響。

關鍵字

廉價航空 ； 服務品質 ； 網路口碑 ； 價格認知 ； 購買意願

並列摘要

The aviation industry is becoming more and more competitive with the development of global tourism industry. Today, many business travelers and multinational travelers are changes the consumption patterns. Many airlines expand short-haul routes and medium-haul routes to provide more choices for passengers, so passengers choose not only to take the traditional airline but also to choose the low-cost carriers. The low-cost carrier have different business model with traditional airline and they are reduce fares with cost savings. Therefore, the low-cost carrier has gradually become a trend in recent years. Many low-cost carriers are expand their routes in Taiwan, because Taiwan's tourism development and go abroad demand are increase. This study focused on the low-cost carriers have expanded the market in Taiwan and the consumers in Taiwan as our main targets.

This study explores the Influence of low-cost carriers’s service quality, word of mouth and price perception on consumers’ purchase intentions. This study use methodology of questionnaires and we collected 305 completed questionnaires in Online. This study research subjects are divided into those who have traveled with low-cost carriers and have never taken a low-cost carriers. The data analysis and verification hypothesis are conducted with descriptive statistical analysis, descriptive statistical analysis, reliability and validity analysis and regression analysis. The results of the study found that the tangibles and assurance of low-cost carriers services has a positive and significant effect on consumers’ purchase intention, the word of mouth on Credibility of low-cost carriers has a positive and significant impact on consumers' purchase intention and the price perception of low-cost carriers has a significant positive effect on their purchase intention.

並列關鍵字

Low-Cost Carriers's ； Service Quality ； Word of Mouth ； Price Perception ； Purchase Intentions

參考文獻

一、 中文部分

王如鈺、王仁宏、莊濟任(2012)，「網路口碑對網路團購意圖之影響」，中原企管評論第十卷第一期。

公鵬(2006)，「撼動天空：全球低成本航空公司發展掃描」，中國：中國民航出版社。

甘美玲 (2006)，「知覺價格、知覺品質、知覺價值對購買意願之關係研究-以消費者購買數位內容產品為實證」，國立成功大學管理學院高階管理碩士在職專班(EMBA)碩士論文。

江承澔(2016)，「品牌形象、知覺價值與知覺風險對顧客忠誠度之影響–以低成本航空為例」，淡江大學國際企業學系碩士班碩士論文。