Translated Titles

A Study on Purchase Intention of Airline Consumers: Perspectives of Perceived Prices and Brand Equity




掌慶琳(Janet Chang);盧惠莉(Whei-Li Lu);鄭祺丰(Chi-Fong Cheng);陳佩琪(Pei-Chi Chen)

Key Words

航空業 ; 價格認知 ; 品牌權益 ; 購買意願 ; aviation industry ; price perception ; brand equity ; purchasing intentions



Volume or Term/Year and Month of Publication

7卷2期(2010 / 06 / 01)

Page #

107 - 132

Content Language


Chinese Abstract


English Abstract

Since the 911 terrorist attacks in the U.S., aviation security has been carefully monitored and enhanced globally. With the increasing trend of leisure activities, consumer demands on the aviation industry have been steadily increasing. To maintain market competitiveness as well as profit margin, it is necessary to understand consumer purchase intentions to further predict purchasing behavior. With regard to purchase decisions, price perception is one of the main factors that consumers will be concerned about. Brand equity is also a key to success for corporations. The aim of this study is to discuss the impact of consumer perception toward price and brand equity on purchasing intentions for flight tickets. This study conducted a survey at the Taipei Main Station and surroundings area through purposive sampling. There were 311 valid questionnaires collected. The findings of the research indicated that consumer gender and age have a significant impact on price perception of flight tickets, while consumer occupation is significantly different for purchasing intentions of flight tickets. Both price perception and brand equity have a positive effect on purchasing intentions.

Topic Category 人文學 > 地理及區域研究
生物農學 > 農產加工
社會科學 > 管理學
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