傳統航空 V.S廉價航空的購買行為之研究：以服務便利性、價格容忍度與價格敏感度的觀點

廉價航空興起，對整體航空服務產業產生衝擊。本研究旨在探討傳統航空與廉價航空的消費者對服務便利性、價格容忍度、價格敏感度與購買行為之關係。並進一步驗證不同產品/服務型態的航空公司的調節效果。研究對象以搭乘傳統航空/廉價航空的消費者進行問卷調查，傳統航空共獲得363份有效問卷，廉價航空共獲得385份有效問卷。運用淨最小平方法進行統計分析。研究結果顯示：(一)傳統航空消費者知覺的服務便利性會正向影響價格容忍度，並正向影響購買行為；價格容忍度會正向影響購買行為；(二) 廉價航空消費者知覺的服務便利性會正向影響價格容忍度，並正向影響價格敏感度及正向影響購買行為；廉價航空消費者知覺的價格容忍度會正向影響購買行為；價格敏感度會正向影響購買行為；(三)不同產品/服務型態的航空公司在整體模式中扮演調節角色；(四)傳統航空消費者知覺的價格容忍度在整體模式具有中介效果；廉價航空消費者知覺的價格容忍度和價格敏感度在整體模式具有中介效果。最後研究結果可供航空公司經營者在經營管理的參考。

關鍵字

服務便利；性價格容忍度；價格敏感度；購買行為

並列摘要

The rise of Low Cost Carriers (LCCs) has an impact on the overall aviation services industry. The purposes of this study were to examine the relationship among service convenience, price tolerance, price sensitivity and purchase behavior in both of Full Service Carriers (FSCs) and Low Cost Carriers (LCCs), and to examine the moderating effects of different product/service patterns airline. A total of 363 valid questionnaires were collected from FSCs consumers, and 385 valid questionnaires were collected from LCCs consumers. These models were analyzed by using Partial Least Squares (PLS). The results show that, (1) FSCs consumer perception of service convenience can positively influence the price tolerance and can positively influence purchase behavior; price tolerance can positively influence the purchase behavior; (2) LCCs consumer perception of service convenience can positively influence the price of tolerance, and positively influence price sensitivity and positively influence purchase behavior; LCCs consumer perception of price tolerance can positively influence purchase behavior; price sensitivity can positively influence the purchase behavior ; (3) Different product / service patterns airlines play mediated roles in full model; (4) FSCs consumer perception of price tolerance had a mediated role in full model; LCCs consumer perception of price tolerance and price sensitivity had a mediated role in full model. Finally, the results provide reference in management strategies for Airline operators.