低成本航空為目前亞洲航空業發展的趨勢,也是一種市場區隔。自從Jetstar(捷星航空)與Airasia(亞洲航空)相繼開航台北航線之後,讓台灣消費者在選擇航空公司時有了另外一種經營型態的選擇,而低成本航空經常以促銷活動,提供低價機票來吸引消費者的購買;但在享受低廉的票價的同時,消費者也會感知到知覺風險,進而影響到搭乘低成本航空的滿意度。本研究目的在瞭解消費者低成本航空的促銷活動與消費者知覺風險對滿意度的影響 本研究以問卷調查法,先以文獻及專家訪談設計問卷構面及內容,經過問卷初試後,以有實際搭乘過低成本航空的消費者為調查對象,問卷回收後進行統計分析。以獨立樣本t 檢定與單因子變異數分析分析消費者不同背景變項對各構面有無差異性;以Pearson積差相關分析促銷活動、知覺風險與滿意度間的相關程度;本研究以迴歸分析來分析促銷活動、知覺風險與滿意度間的關係。研究結果發現:1.隨著搭乘次數的增加,消費者感知到較低的績效風險、身體風險、心理風險、社會風險與時間風險。2.消費者學歷越高,感受到較高的心理風險3.消費者感知到的隱私風險、心理風險、績效風險、身體風險與社會風險會負向影響搭乘低成本航空的滿意度。4. 消費者會隨著低成本航空公司的促銷活動之舉辦而產生較高的滿意度。根據研究結果,本研究提出相關建議供實務者及後續研究者參考。
Low cost carrier is the trend of the development of Asian aviation industry and it is also market segmentation. After the launch of the airlines to Taipei in succession by Jetsatr and Airasia, customers in Taiwan have another choice of operation style to select airline companies. Low cost carriers usually hold promotion and provide low fare tickets to attract customers to pruchase. While enjoying the low fare, customers also feel the perceived risks and have the influence on satisfaction of taking low cost carrier. The study aims at the influence of promotion of low cost carrier and perceived risks of customers on satisfaction. The study adopts the survey method and questionnaires are collected from customers with the experience of taking low cost carrier. The statistical methods include independent sample t-test, one-way ANOVA, Pearson product-moment correlation and regression. Results of statistical analyses provide the conclusions as follow: 1. The more times customers take low cost carrier, the fewer performance risk, physical risk, psychological risk, social risk and time risk they feel. 2. The higher academic degree customers have, the higher psychological risk the feel. 3. The privacy risk, psychological risk, performance risk, physical risk and social risk negatively influence the satisfaction of taking low cost carrier. 4. Customers feel higher satisfaction with promotion which low cost carrier holds. According to the results, the study gives suggestions for customers and future researchers.