近年來由於低成本航空的引進,使得台灣搭乘低成本航空的旅客人數日益增加。然而,旅客選擇低成本航空的背後卻可能潛藏許多知覺風險,而其衍生相關的糾紛,在過去都曾是新聞媒體報導的重點。本研究旨趣在於了解消費者是否會因其對低成本航空的知覺風險與企業形象,進而影響其選擇搭乘低成本航空的行為意向。 研究採用問卷調查法,先以文獻及專家訪談設計問卷構面及內容,經問卷初試後,以在台灣桃園國際機場及高雄國際機場搭乘低成本航空經驗的旅客為調查對象,問卷回收後以次數分配和百分比顯示各樣本分佈情況,並透過平均數及標準差了解各構面樣本集中、離散趨勢。並以獨立樣本T檢定、單因子變異數分析檢定不同背景變項之消費者對各構面有無顯著差異性。研究結果發現:1.企業形象對旅客知覺風險有負向顯著影響;2.企業形象對旅客行為意向有正向顯著影響;3.旅客知覺風險對行為意向有負向顯著影響,此成果可作為低成本航空經營管理之參考。
This study aims to investigate how the Low Cost Carrier (LCC) Corporate Image and Perceived Risks affect the choice behavior of passengers. Development of LCC in Taiwan being increasingly prevalent and the number of passengers is also increasing in the past few years. However, there are many perceived risks in LCC has been reported in medias, this study is designed to understand whether an impact is existed when passengers face with the choice of Perceived Risks and Corporate Image in LCC. This research adopts the survey method which uses questionnaire to a group of 250 passengers as the research participants who had experience of flying the LCC at Taiwan’s Taoyuan International Airport and Kaohsiung International Airport. The statistical methods implemented hereinafter include Descriptive Statistic, Factor Analysis, t-test, one-way ANOVA, Regression Analysis etc.