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  • 學位論文

民眾對廉價航空知覺風險與搭乘意願之研究-以臺中市地區為例

A Research on the Risk Perception of Budget Airlines and the Willingness to Take in Taichung City

指導教授 : 陳宗玄
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摘要


近年台灣經濟蓬勃發展,國民所得收入提升與生活型態改變,國人講究休閒娛樂品質,以增進人與人之間的互動,以在休閒活動上又能節省成本開銷,民眾選擇出國旅遊時間、背包客自助旅行者、搭機飛行時間及距離或出國經費有限情況下,則會選擇在機票費用上,考慮廉價航空及機票價格。本研究旨在於了解不同族群的民眾對乘廉價航空知覺風險與搭乘意願關係,以台中市地區之研究,廉價航空多以網路銷售或早鳥購票方式才有優惠價格,旅客在網站了解廉價航空的知覺風險則會影響到民眾的心理層面之關係。本研究使用「問卷調查法」於2017年4月19日至5月5日,於網路發放問卷調查,本研究共收回有效問卷449份問卷內容分成廉價航空知覺風險與搭乘意願,人口統計變項三大部分進行調查,所得的資料以統計軟體SPSS12.0進行資料統計,統計方法有:以描述性統計、信度分析、因素分析、差異分析法(獨立樣本t檢定)、單因子變異數分析(One-way ANOVA)。研究結果發現:(1)民眾對於搭乘廉價航空知覺風險在財務層面須額外負擔的費用會影響搭乘的之意願有差異顯著;(2)在搭乘意願上,民眾會因心理層面而影響搭乘意願;(3)在搭乘意願中,機票價格高低,會影響民眾選擇廉價航空與其他航空不同之行為意向。

並列摘要


Recent years, due to the booming economy, rising salary and changing living style, people pay more attention to the quality of leisure and entertaiment. In order to enhance interactions among people, to reduce the spending cost, people will consider the low-cost carrier and the price of the ticket when people choosing about the traveling time, being a backpacker or self-help travler, flight time and distance or limited budget. The study aims to understand the relationship between the perceived risk and willingness of the passender, an example in Taichung area. Low-cost carrier will give the discount for network sale or early bird. The understanding of low-cost carrier perceived risk will affect the mental perspective of the passenger. The research uses the questionnaires survey procedures.The queationnaires are issued via network from April 19, 2017 to May 5, 2017, and 449 passenger’s questionnaires are collected. The questionnaire divided into three parts: the perceived risk of low-cost carrier, taking willingness, and demographics. The SPSS 12 will used for statistic analysis, the method of statistics are: descriptive statistics, reliability analysis, factor analysis, independent-sample t-test, analysis of variance. Following are the findings:1.The financial perpectives of extra fee will affect passengers’ taking low-cost carrier willingness on perceived risk;2. The mental perspective of passenger will affect the taking willingnesss;3. Among the taking willingness, high or low ticket price will affect passenger for choosing low-cost carrier or other airlines.

參考文獻


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