影響選擇搭乘廉價航空關鍵因素之多準則決策

Determinants of Choosing Low Cost Carrier: A Multiple Criteria Decision Approach

魯德偉(Te-Wei Lu)

指導教授 ： 賴正育

中原大學/商學院/企業管理研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700429

摘要

近年來，越來越多人在選擇航空公司時只考慮如何用最低的成本安全的到達目的地，使得廉價航空因而蓬勃發展，選擇搭乘廉價航空的消費者比率也越來越高。然而，廉價航空的市場競爭十分激烈，但各家業者對於該採取什麼樣的經營模式與策略來滿足消費者需求，確保公司長期穩定獲利，都仍處於摸索階段。而過去針對廉價航空的研究，主要從實證研究的觀點去探索影響消費者搭乘決策的因素，但研究結果無法比較各因素之間重要性，以及可能存在的關聯性，難以轉換為經營者在擬定經營策略時的參考。因此，不論從學術或是實務的觀點來看都是非常迫切需要瞭解的議題。
本研究透過文獻探討歸納出六個構面與十六項指標做為基礎架構，再以決策實驗室分析法為基礎的網路分析法（DEMATEL-Based ANP, DANP）進行分析。研究結果發現，影響消費者選擇搭乘廉價航空意願的3大關鍵構面分別為企業形象、服務品質、定價策略；而網路口碑、基本票價、外加費用、促銷模式、載客率、形象包裝六個準則是影響消費者選擇搭乘廉價航空時最主要的關鍵考量因素。研究結果除了以科學化的手法提供更多學術上的證據有助於對廉價航空產業的了解，同時也提出數個實務建議供廉價航空業者在擬定經營策略時的參考。

關鍵字

廉價航空 ； 以決策實驗室分析法為基礎的網路分析法 ； 企業形象 ； 定價策略 ； 服務品質

並列摘要

Recently, more and more people have considered how to use the lowest cost to reach the destination safely. Many people have started to take Low Cost Carrier (LCC), which led to the bursting of LCC industry. However, LCC market competition is very intense. For LCC companies, what kind of business models and strategies should be adopted to meet the needs of consumers and ensure long-term profits is so far in the exploratory stage. Meanwhile, the LCC related studies in the literature were mainly focused on explore the determinants that affect consumer intention to take LCC. However, the possible relationships between the determinants found in these empirical studies were hard to confirm, and the influence weights of each determinant were also unknown. That is, it is difficult to convert these empirical finding into real business models and strategies in practice. Consequently, it would be an interesting issue that received considerable attention from both research and practice communities recently.
In this study, we extracted 6 constructs and 16 indicators that related with individual’s intention of taking LCC from prior literature as research framework. The DEMATEL-Based ANP (DANP) was utilized to analyze the collected data. Analytical results showed that corporate image, service quality, and pricing strategy are three main constructs that influencing individual’s intention of taking LCC. Additionally, online word-of-mouth, basic ticket price, additional fee, promotion strategy, passenger occupancy rates, and brand design are six key indicators when individuals choose to take LCC. Both academic and practical implications are discussed in the final section.

並列關鍵字

Corporate Image ； DEMATEL-Based ANP ； Low cost carrier ； Pricing Strategy ； Service Quality

參考文獻

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