本研究主要是以感知利益、涉入程度、關係投資認知、品牌關係品質（包含關聯度與合作關係質量）、忠誠度，這幾個構面所組成的研究架構來探討航空公司會員忠誠計劃，並期望透過研究結果能發現構面間的影響因素與關聯性。研究方式是以網路問卷進行調查，共發放問卷1000份，有效回收740份。資料分析方式採用敘述統計分析、信度分析、效度分析與運用SPSS AMOS 17.0進行結構模式分析，實證結果如下：
（1）感知利益包含省錢因素、探索因素、娛樂因素、識別因素與社會因素，其中識別因素、社會因素與關係投資認知均有顯著的正向關係，省錢因素、探索因素、娛樂因素反而沒有正向關係，這顯示出航空公司會員忠誠計劃的顧客群較傾向於頂級客層，會員希望受到航空公司重視、提高優越感與獲得地位提升。
（2）關係投資認知與品牌關係品質（包含關聯度與合作關係質量）之間有顯著的正向關係，品牌關係品質與忠誠度之間亦有顯著的正向關係，這顯示出構面間相互影響，需要共同提升才能有效建立顧客忠誠度。
（3）高涉入程度對感知利益中的省錢因素有顯著正相關，這與不加入涉入程度干擾變數的實證分析不同，顯示出高涉入程度的顧客在選擇航空公司過程中，需要主動了解航空公司的各項規定與知識，才能做出最終決策。

This research aims at discussing the dimension effects and relatedness on Perceived Benefits, Involvement, Perceived Relationship Investment, Brand Relationship Quality (including Connection and Partner Quality) and Loyalty through in loyalty program of airlines frequent flyer. Network questionnaire survey was used as a major method to the research. Therefore, a total of the 1000 questionnaires were sent out, and 740 valid questionnaires were returned. Data were analyzed by descriptive statistics, reliability analysis, validity analysis and the statistic software SPSS AMOS 17.0. The major findings of this research were presented below:
(1)Perceived Benefits including Monetary Saving, Exploration, Entertainment, Recognition and Social. All routes got a positive significance besides Monetary Saving, Exploration and Entertainment to Perceived Relationship Investment. It shows that the customer group of airlines frequent flyer loyalty program will tend to the top level of customer. The frequent flyer members hope to be respected from airlines, to get superiority and to raise the status.
(2)Perceived Relationship Investment got a positive significance to Brand Relationship Quality (including Connection and Partner Quality). Brand Relationship Quality got a positive significance to the Loyalty as well. It shows that different dimensions affect one another. To establish customer loyalty, each dimension should be enhanced.
(3)High Investment got a positive significance to Monetary Saving in Perceived Benefits. The findings of research is different form the results containing the Investment of Moderating. It shows that the high investment customer group in buying tickets will actively collect the information of the airlines to make the final decision.

目錄
目錄……………………………………………………………………I
表目錄…………………………………………………………………V
圖目錄…………………………………………………………………VII

第一章 緒論……………………………………………………………1
1.1研究背景與動機……………………………………………………1
1.2研究問題與目的……………………………………………………3
1.3研究範圍與對象……………………………………………………3
1.4研究流程……………………………………………………………4

第二章 文獻探討………………………………………………………6
2.1忠誠計劃……………………………………………………………6
2.1.1忠誠計劃的興起…………………………………………………6
2.1.2航空公司的忠誠計劃……………………………………………8
2.1.3忠誠計劃中的層級價值…………………………………………9
2.1.4消費者個人資訊的獲取…………………………………………10
2.1.5小結………………………………………………………………12
2.2感知利益……………………………………………………………12
2.2.1功利利益…………………………………………………………12
2.2.2享樂利益…………………………………………………………14
2.2.3象徵利益…………………………………………………………15
2.2.4小結………………………………………………………………17
2.3關係投資認知………………………………………………………18
2.3.1關係投資認知的定義與概念……………………………………18
2.3.2關係投資認知的模型……………………………………………20
2.3.3小結………………………………………………………………22
2.4品牌關係品質………………………………………………………23
2.4.1品牌關係品質的概念……………………………………………23
2.4.2互相結識增進品牌關係品質……………………………………25
2.4.3小結………………………………………………………………26
2.5忠誠度………………………………………………………………27
2.5.1顧客忠誠度………………………………………………………27
2.5.2顧客忠誠度的衡量………………………………………………32
2.5.3小結………………………………………………………………34
2.6涉入程度……………………………………………………………35
2.6.1涉入程度的概念…………………………………………………35
2.6.2消費者的涉入程度………………………………………………36
2.6.3小結………………………………………………………………38

第三章 研究方法………………………………………………………40
3.1研究設計與架構……………………………………………………40
3.1.1研究設計…………………………………………………………40
3.1.2研究架構…………………………………………………………40
3.2研究假說……………………………………………………………42
3.2.1省錢利益與關係投資認知的關係………………………………42
3.2.2探索利益與關係投資認知的關係………………………………42
3.2.3娛樂利益與關係投資認知的關係………………………………43
3.2.4識別利益與關係投資認知的關係………………………………44
3.2.5社會利益與關係投資認知的關係………………………………44
3.2.6關係投資認知與品牌關聯度的關係……………………………45
3.2.7關係投資認知與品牌合作關係質量的關係……………………46
3.2.8品牌關聯度與忠誠度的關係……………………………………46
3.2.9品牌合作關係質量與忠誠度的關係……………………………47
3.2.10涉入程度與航空公司會員忠誠計劃的關係………………….47
3.3問卷設計與發放……………………………………………………48
3.3.1問卷設計…………………………………………………………48
3.3.2抽樣方法…………………………………………………………52
3.3.3問卷前測與研究樣本……………………………………………52
3.4資料分析方法………………………………………………………54

第四章 資料分析………………………………………………………57
4.1樣本基本資料分析…………………………………………………57
4.1.1回收樣本結構……………………………………………………57
4.1.2受訪者基本資料分析……………………………………………58
4.2信度分析……………………………………………………………60
4.2.1 Cronbach’s α係數……………………………………………60
4.2.2組成信度…………………………………………………………60
4.3效度分析……………………………………………………………62
4.3.1收斂效度…………………………………………………………62
4.3.2區別效度…………………………………………………………64
4.4估計方法之選擇……………………………………………………67
4.5結構模式分析………………………………………………………68
4.6線性結構模式評估假設檢定………………………………………72
4.7涉入程度的干擾效果………………………………………………75

第五章 結論與建議……………………………………………………82
5.1研究結論……………………………………………………………82
5.1.1感知利益與關係投資認知之關係………………………………82
5.1.2關係投資認知、品牌關係品質與忠誠度之關係………………85
5.1.3涉入程度與航空公司會員忠誠計劃之干擾……………………86
5.2管理意涵……………………………………………………………87
5.2.1提高顧客感知利益………………………………………………87
5.2.2增強顧客的關係投資認知………………………………………88
5.2.3提升航空公司的品牌關係品質…………………………………89
5.2.4建立顧客忠誠度…………………………………………………90
5.3研究限制……………………………………………………………91
5.4後續研究建議………………………………………………………93

參考文獻………………………………………………………………95
中文文獻………………………………………………………………95
英文文獻………………………………………………………………99
網路資料………………………………………………………………114

附錄一  前測問卷………………………………………………………115
附錄二  正式問卷………………………………………………………118



表目錄
表2-1   各家航空會員卡別……………………………………………9
表2-2   忠誠計劃的感知利益…………………………………………17
表2-3   感知利益的相關特性…………………………………………17
表2-4   顧客忠誠度階段………………………………………………32
表2-5   衡量顧客忠誠度的三個構面…………………………………33
表2-6   消費者涉入程度的衡量………………………………………38
表3-1   感知利益衡量問項及資料來源………………………………49
表3-2   涉入程度問項及資料來源……………………………………50
表3-3   關係投資認知問項及資料來源………………………………50
表3-4   品牌關係品質衡量問項及資料來源…………………………51
表3-5   忠誠度問項及資料來源………………………………………51
表3-6   問卷發放與回收情形…………………………………………53
表3-7   Cronbach’s α值信度指標…………………………………55
表4-1   問卷回收率……………………………………………………58
表4-2   受訪者基本資料統計表………………………………………59
表4-3   信度分析表……………………………………………………61
表4-4   收斂效度分析表………………………………………………63
表4-5   AVE值與各研究構面之相關係數平方………………………65
表4-6   區別效度分析表………………………………………………66
表4-7   各構面之平均數、標準差、偏態與峰度……………………68
表4-8   結構方程模式整體適配指標…………………………………71
表4-9   研究模型線性結構模式評估結果……………………………75
表4-10  涉入程度樣本統計表………………………………………76
表4-11  涉入程度差異在研究模型上的比較………………………80
表4-12  研究假設實證結果…………………………………………81
表5-1   長榮航空會員卡晉升標準……………………………………83



圖目錄
圖1-1   研究流程圖……………………………………………………5
圖2-1   De Wulf et al.'s（2001）尺度模式法則有效性測試………20
圖2-2   零售商關係投資認知模型……………………………………22
圖2-3   Fournier's顧客關係品質模型…………………………………24
圖2-4   品牌關聯模型…………………………………………………25
圖2-5   忠誠度三角模式………………………………………………29
圖2-6   顧客忠誠度的架構……………………………………………30
圖2-7   顧客忠誠度的梯子圖…………………………………………31
圖3-1   研究架構圖……………………………………………………41
圖4-1   本研究之結構方程式路徑圖…………………………………74
圖4-2   本研究高涉入程度之結構方程式路徑圖……………………77
圖4-3   本研究低涉入程度之結構方程式路徑圖……………………78

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