口碑與消費意願之關係-以廉價航空為例

A study on the relationship between WOM and purchase intention - an example of low cost flights

陳穩圓(Wen-Yuan-Chen)

指導教授 ： 李宜致

健行科技大學/商學院/國際企業管理研究所/碩士(2014年)

https://doi.org/10.6824/UCH.2014.00035

摘要

隨著時代的變遷，人們對於航空公司更加有服務上的想法，航空公司更希望以增加客源，以服務來取得顧客的信賴，廉價航空的加入，使市場的競爭更加的激烈，此時出現價格戰的競爭。在過去人們總會視航空公司的高價格、高享受為導向，而廉價航空是以主打價格低廉、減少過多的服務，來取得顧客選擇上的意願，才開始改變顧客對於搭乘飛機不再是奢華的享受，而是有更多的選擇，讓顧客可以以低廉的價格搭乘飛機，通往想要的目的地。
在現在人們之間資訊交換變得便利且快速。快速的交換心得互相分享優質的服務和產品，口碑因此快速的建立。因此本研究藉由廉價航空的案例去探討口碑是否會對消費者搭乘意願產生影響。
本研究採實驗設計方式，透過變異數分析工具，探討口碑對於消費者意願之影響，線性結構對於消費者之影響，情緒對口碑及線性結構干擾下對於購買意願的影響。研究發現：
1.口碑會對消費意願產生顯著影響
2.線性結構對消費意願沒有顯著影響
3.情緒並不會影響消費者對於口碑及線性結構之影響
關鍵字：口碑、情緒、線性結構、購買意願

關鍵字

口碑 ； 情緒 ； 線性結構 ； 購買意願

並列摘要

As time changes , people nowadays care more about how the services are on the budget airline more than before. The changing of the land scape of customer needs drives almost every budget airline striving to increase the amount of new customers with several approaches of qualified services providing. Our research shows that this strategy of low-price base on a qualified service would significantly make customers feel trustworthy. Therefore, the rising of budget airline is genuinely making competition of the aviation industry more intensive. And the pricing competition will be reignited.
In the past , people always consider that flying is such expensiveness and luxury . Until the budget airline breaking the normal procedure , they provide cheaper price and decrease the inessential service to budge customers decision . People start to realize that taking airplane is not expensive anymore , but more plebeian and plural options . Customers could take airplane to the destination by lower expenses .
In the modern world , information are transmitted conveniently and speedily .By exchanging reflection of flying and sharing the service and production with excellent quality and reasonable price , the public praise been formed naturally and quickly . Therefore , by the case of budget airline , this research is discussed that flying inclination would be budge by the public praise or not .
1 . Reputation would have a significant impact on consumer willingness
2 linear structure is not significantly impact on consumer willingness to
3 does not affect the emotional impact of word of mouth and the linear structure of the consumer
Keywords: reputation, linear structure , willingness to buy

並列關鍵字

reputation ； linear structure ； willingness to buy

參考文獻

一、中文摘要

(1) 王志剛、謝文雀，消費者行為，台北：華泰書局，民國八十四年。

(2) 中華民國觀光局。觀光統計。民國一O二年。資料來源：http://admin.taiwan.net.tw/public/public.aspx?no=315

(3) Blackwell R.D., Miniard P.W., & Engel J.F.( 2006)，消費者行為(白滌清編譯)，台北市：華泰(譯文於民國九十六年出版)。

(4) 朱永正，「促銷方式對消費者知覺價值、消費意願與忠誠度影響之研究－以屈臣氏連鎖藥妝店為例」，國立中山大學，碩士論文，民國九十九年。