低成本航空輔助收入服務組合之消費者購買意向分析

近年來，航空公司輔助收入(ancillary revenue)日益受到重視，航空公司輔助收入係指非運輸核心收入之其他收入項目。許多低成本航空公司開始透過將運輸核心服務與輔助收入服務加以組合成服務套裝產品，以提升其輔助收入，低成本航空輔助收入服務組合是否會影響消費者的偏好與購買意向，即為值得研究的課題。本研究建立低成本航空輔助收入服務組合對消費者購買意向影響關係之線性結構方程模式，透過模式驗證分析結果，解析低成本航空輔助收入服務組合對消費者購買意向之影響關係路徑。驗證分析結果顯示，「知覺利益」、「知覺風險」對於「知覺價值」分別有正面以及負面顯著影響外，「知覺價值」對於「購買意向」也有正面顯著影響。再者，本研究「知覺利益」、「知覺風險」影響「購買意向」之路徑關係不成立，其餘路徑關係皆成立。「知覺價值」在「知覺利益」與「購買意向」以及「知覺風險」與「購買意向」之間具有完全中介效果，也驗證「職業」為「知覺利益」與「知覺價值」路徑之干擾變數。研究並分析消費者對不同服務組合之偏好，藉以推論低成本航空輔助收入服務組合之效益及行銷管理意涵。

關鍵字

低成本航空輔助收入、低成本航空服務組合、消費者購買意向及偏好

並列摘要

In the airline industry, ancillary revenue is the revenue from non-ticket soureces, such as baggage fees and on-board food and services. Ancillary revenue for airlines includes: á la carte features, commission-based products, frequent flyer activities, advertising sold by the airline, and fare or product bundles. In recent years, many low-cost airlines (LCCs) have begun to combine ancillaries for service bundling. Whether the bundling strategy with ancillaries of low-cost airlines will affect passengers´ preferences and purchasing intentions is a research topic worth exploring. This study examines the effect of LCC ancillaries bundling on consumer perceptions and purchase intentions. This study applies structure equation modeling to identify major aspects of LCC bundling mechanisms, consumer purchase intentions, and analyze their relationships. In the empirical results "perceived benefit" and "perceived risk" have a positive and negative impact on "perceived value" respectively, and "perceived value" also has a positive and significant impact on "purchase intention". However, path relationship between "perceived benefit" and "perceived risk" influencing "purchase intention" is not significant. "Perceived value" has a completely mediating effect between "perceived benefit" and "purchase intention", and "perceived risk" and "purchase intention". "Occupation" is a moderating variables variable between the path of "perceived benefit" and "perceived value". The empirical results also indicated the effect of the LCC service bundling mechanisms on LCC ancillary revenue and marketing strategies. In addition, it is envisaged that the results of this study may shed light on LCC ancillary revenue management and service bundling strategies.