影響選擇搭乘廉價航空關鍵因素之多準則決策

魯德偉

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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 , Masters　　Advisor：賴正育　　

繁體中文

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

Abstract │ Reference (53) │ Altmetrics

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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.

Reference ( 53 ) 〈TOP〉

王穎駿、范琦金，2015，「企業形象、知覺風險與旅客搭機行為意向關係研究-以低成本航空為例」，航空安全及管理季刊，第2卷，第3期，276-309。
連結：
宋永坤、連建章，2015，「選擇傳統或廉價航空乘客期影響因素之研究：以台北-大阪航線為例」，運輸學刊，第27卷，第3期，311-344。
連結：
邱永亮，2015，「烘焙師傅於國際競賽獲獎之關鍵因素」，中原大學企業管理研究所，碩士論文。
連結：
尚國修，2013，「以科技接受模型與創新擴散理論為基礎評估影響行動即時通訊軟體使用意願的關鍵因素」，中原大學企業管學系，碩士論文。
連結：
郭仕堯、王薏婷、陳淑娟、郭晰瑀，2014，「套餐或單點? 台灣航空客運市場分析」，管理實務與理論研究，第8卷，第2期，44-69。
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