隨著全球觀光旅遊產業的發展，航空產業競爭也越來越激烈，如今許多商務旅客與跨國旅遊旅客對短程航線或中長程航線的航空公司選擇也改變過去的消費模式，不再是只選擇搭乘傳統航空公司，廉價航空的經營模式與傳統航空有所不同，透過節省成本來降低票價，因此，廉價航空在近幾年已漸漸成為趨勢。而隨著台灣觀光發展與出國人次需求增加，也吸引許多廉價航空公司到台灣拓展航線。本研究以有拓展台灣地區廉價航空市場之航空公司為主要研究目標並以台灣地區消費者為主要探討對象。
本研究探討廉價航空服務品質、網路口碑與價格認知對消費者購買意願之影響。本研究採用問卷調查法方式於網路發放問卷，研究對象分為有搭乘過廉價航空與從未搭乘過廉價航空之消費者為研究對象。本研究共回收305份有效問卷，並以敘述性統計分析、描述性統計分析、信度與效度分析與迴歸分析等進行資料分析及驗證假設。研究結果發現廉價航空服務品質有形性與保證性對消費者的購買意願有正向顯著的影響；廉價航空網路口碑可信度對消費者的購買意願有正向顯著的影響；消費者對廉價航空的價格認知對其購買意願有顯著正向影響。

The aviation industry is becoming more and more competitive with the development of global tourism industry. Today, many business travelers and multinational travelers are changes the consumption patterns. Many airlines expand short-haul routes and medium-haul routes to provide more choices for passengers, so passengers choose not only to take the traditional airline but also to choose the low-cost carriers. The low-cost carrier have different business model with traditional airline and they are reduce fares with cost savings. Therefore, the low-cost carrier has gradually become a trend in recent years. Many low-cost carriers are expand their routes in Taiwan, because Taiwan's tourism development and go abroad demand are increase. This study focused on the low-cost carriers have expanded the market in Taiwan and the consumers in Taiwan as our main targets.

This study explores the Influence of low-cost carriers’s service quality, word of mouth and price perception on consumers’ purchase intentions. This study use methodology of questionnaires and we collected 305 completed questionnaires in Online. This study research subjects are divided into those who have traveled with low-cost carriers and have never taken a low-cost carriers. The data analysis and verification hypothesis are conducted with descriptive statistical analysis, descriptive statistical analysis, reliability and validity analysis and regression analysis. The results of the study found that the tangibles and assurance of low-cost carriers services has a positive and significant effect on consumers’ purchase intention, the word of mouth on Credibility of low-cost carriers has a positive and significant impact on consumers' purchase intention and the price perception of low-cost carriers has a significant positive effect on their purchase intention.

目錄
目錄	I
表目錄	III
圖目錄	VI
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	4
第三節 研究流程	5
第二章 文獻探討	7
第一節 廉價航空(LOW-COST CARRIERS, LCCS)	7
第二節 服務品質(SERVICE QUALITY)	20
第三節 網路口碑(WORD OF MOUTH)	29
第四節 價格認知(PRICE PERCEPTION)	33
第五節 購買意願(PURCHASE INTENTION)	36
第三章 研究方法	41
第一節 研究架構	41
第二節 研究假說	42
第三節 變數操作型定義與衡量方式	45
第四節 研究設計	50
第五節 統計資料分析方法	51
第四章 資料分析與結果	53
第一節 敘述性統計分析	53
第二節 描述性統計分析	60
第三節 差異性分析	68
第四節 信度與效度分析	70
第五節 迴歸模式分析	72
第六節 附帶分析	74
第五章 結論與建議	91
第一節	研究結論	91
第二節	管理上意涵	96
第三節	研究限制與未來研究方向	98
參考文獻	99
附錄 正式問卷	111



































表目錄

表2-1各學者對廉價航空定義所提出文獻整理	8
表2-2廉價航空公司經營模式	11
表2-3廉價航空公司與傳統航空公司之差異比較表	12
表2-4台灣地區廉價航空飛航定期航線表	16
表2-5各學者對服務品質定義所提出文獻整理	21
表2-6服務品質SERVQAL量表構面與問項	26
表2-7 SERVQUAL量表構面及認知項目	28
表3-1服務品質之衡量構面與問項	45
表3-2 網路口碑衡量構面與問項	47
表3-3價格認知衡量構面與問項	48
表3-4購買意願衡量構面與問項	49
表3-5人口統計變數問項	49
表3-6可信度高低與CRONBACH'S ΑLPHA係數之對照表	52
表4-1樣本回收狀況(N=305)	53
表4-2性別分布狀況(N=305)	54
表4-3年齡分布狀況(N=305)	54
表4-4職業分布狀況(N=305)	55
表4-5每個月平均收日額的分布狀況(N=305)	56
表4-6是否有搭乘過廉價航空分布情況(N=305)	57
表4-7曾經搭乘過廉價航空的次數 (N=146)	58
表4-8過去曾經搭乘過的航空公司	59
表4-9各構面之描述統計量—整體樣本	61
表4-10各構面之描述統計量—有搭乘過廉價航空	64
表4-11各構面之描述統計量—未搭乘過廉價航空	66
表4-12有無搭乘過廉價航空對各構面之差異性分析	68
表4-13搭乘次數狀況對各構面之差異性分析	69
表4-14信度分析彙整表(整體樣本)	70
表4-15信度分析彙整表(有搭乘過廉價航空)	71
表4-16信度分析彙整表(未搭乘過廉價航空)	71
表4-17服務品質、網路口碑與價格認知對購買意願分析表(整體樣本)	73
表4-18服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表(整體樣本)	73
表4-19服務品質、網路口碑與價格認知對購買意願分析表(有搭乘過)	75
表4-20服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表	75
表4-21服務品質、網路口碑與價格認知對購買意願分析表(未搭乘過)	76
表4-22服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表	76
表4-23服務品質、網路口碑與價格認知對購買意願分析表(整體男性)	78
表4-24服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表	78
表4-25服務品質、網路口碑與價格認知對購買意願分析表(未搭乘過男性)	79
表4-26服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表	79
表4-27服務品質、網路口碑與價格認知對購買意願分析表(整體女性)	81
表4-28服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表	81
表4-29服務品質、網路口碑與價格認知對購買意願分析表(有搭乘過女性)	82
表4-30服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表	82
表4-31服務品質、網路口碑與價格認知對購買意願分析表(未搭乘過女性)	82
表4-32服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表	83
表4-33服務品質、網路口碑與價格認知對購買意願分析表	84
表4-34服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表	85
表4-35服務品質、網路口碑與價格認知對購買意願分析表	85
表4-36服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表	85
表4-37服務品質、網路口碑與價格認知對購買意願分析表	86
表4-38服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表	86
表4-39服務品質、網路口碑與價格認知對購買意願分析表	88
表4-40服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表	88
表4-41服務品質、網路口碑與價格認知對購買意願分析表	89
表4-42服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表	89
表4-43服務品質、網路口碑與價格認知對購買意願分析表	90
表4-44服務品質、網路口碑與價格認知對消費者購買意願迴歸分析表	90
表5-1研究結果統整表	93
表5-2本研究假說檢定結果表	96




















圖目錄

圖1-1 近十年來臺旅客及國民出國人次變化	1
圖1-2 近十年來台旅客觀光目的人次及佔比變化	2
圖1-3 近十年來台主要客源國旅客成長趨勢	3
圖1-4 研究流程圖	6
圖2-1 服務品質概念模式	23
圖2-2 認知價值模型	35
圖3-1 本研究之研究架構圖	41
圖4-1是否有搭乘過廉價航空分布情況(N=305)	57
圖4-2曾經搭乘過廉價航空之次數	58

一、	中文部分
王如鈺、王仁宏、莊濟任(2012)，「網路口碑對網路團購意圖之影響」，中原企管評論第十卷第一期。

公鵬(2006)，「撼動天空：全球低成本航空公司發展掃描」，中國：中國民航出版社。

甘美玲 (2006)，「知覺價格、知覺品質、知覺價值對購買意願之關係研究-以消費者購買數位內容產品為實證」，國立成功大學管理學院高階管理碩士在職專班(EMBA)碩士論文。

江承澔(2016)，「品牌形象、知覺價值與知覺風險對顧客忠誠度之影響–以低成本航空為例」，淡江大學國際企業學系碩士班碩士論文。

李姿萱(2009)，「低成本航空公司顧客價值與顧客滿意度之研究」，逢甲大學交通工程與管理所碩士論文。

李啟誠、李羽喬(2010)，「網路口碑對消費者購買決策之影響—以產品涉入及品牌形象為干擾變項」，中華管理評論國際學報第十三卷第一期。

李雅靖、吳忠翰(2011)，「網路口碑訊息對消費者信任的影響」，傳播與管理研究第十卷第二期，71~74頁。

李國賐(2016)，「價格促銷、產品品質以及服務品質對消費者購買意願之影響—以台灣漆包線產業為例」，國立成功大學高階管理碩士在職專班碩士論文。
宋元廷(2017)，「網路口碑文章內之網友回應對消費者購買意願的影響–以寫手身份接露為干擾變數」，國立中正大學行銷管理研究所碩士論文。

林聖傑(2001)，「網路口碑訊息特性對收訊者再傳播意願之影響—以視覺提示為干擾變數」，國立台北科技大學經營管理系碩士班碩士論文。

林信得、胡智超(2014)，「台灣低成本航空發展趨勢初析」，航空安全與管理季刊第一卷第四期。

林怡真(2014)，「網路口碑與品質對民宿購買意願影響之探討」，國立東華大學企業管理系碩士論文。

陳志維(2013)，「品牌形象、網路口碑與購買意願之研究」，中國文化大學商學院國際企業管理學系碩士論文。

徐源裕(2015)，「房地產業者品牌形象、服務品質、認知價值與顧客滿意度及購買意願關係之研究」，國立清華大學科技管理學院高階經營管理碩士在職專班碩士論文。

倪嘉駿(2016)，「北亞低成本航空高峰會–出國報告書」，交通部民用航空局。

柴康偉、歐瑋明、林靖昇、施呈霖(2017)，「服務品質與品牌形象對購買意願之影響」，管理資訊計算2017第六卷特刊4，121-131頁。

許悅玲、王鼎鈞(2009)，「低成本航空–經營與管理」，台北：揚智文化事業股份有限公司。
許雅涵(2016)，「社區支持型農業業者的服務品質、知覺價格、顧客滿意度與顧客忠誠度的關係之研究」，國立高雄應用科技大學國際企業學系碩士論文。

張有恆、蕭儉顏(2017)，「低成本航空服務品質、品牌延伸、網路口碑與忠誠度之研究」，航空安全及管理季刊 4卷3期。

曾韋賓(2011)，「企業形象、服務品質、知覺價格、顧客滿意度與顧客忠誠度之研究—以C保全公司為例」，國立高雄應用科技大學企業管理系碩士班碩士論文。

曾淑美、姚秋蓮、陳志賢(2014)，「電視購物台購買意願之實證分析」，亞太經濟管理評論2014 第十七卷第二期，80-81頁。

曾瓋篁(2017)，「網站體驗對消費者購買意願之影響以網站信任為中介變數—以快取寶購物商城為例」，中國文化大學商學院國際貿易學系碩士論文。

葉書芳 (2002)，「服務品質、關係品質以及服務補救與顧客行為意向關係之實證研究-以國內航空業為例」，國立成功大學工業管理研究所碩士論文。

葉淑梨、劉昱謙(2011)，「購物網站體驗價值對信任程度、網路口碑意願及購買意願相關性之研究–以PAYEASY購物網站為例」，2011第十四屆科際整合管理研討會，71-85頁。

廖唯涵(2014)，「探討產品過度包裝對綠色購買意願之影響：以綠色品牌態度和綠色品牌知名度為中介變數」，國立台北大學企業管理學系碩士論文。

蔡佩勳(2014)，「知覺價格、品牌形象、商店形象對知覺價值與購買意願之關係研究—以西班牙服飾品牌ZARA為例」，國立中山大學企業管理學系碩士論文。

賴宏奇(2009)，「台灣地區經營低成本航空公司之可行性研究」，國立高雄海洋科技大學航運管理研究所碩士論文。

蕭毓婷(2015)，「代言人可信度與品牌聯想對購買意願影響之研究–以知覺風險為中介變數」，淡江大學國際企業學系碩士班碩士論文。

盧泉翰(2016)，「品牌形象、口碑與認知風險對消費者菸品購買意願影響之研究」，國立高雄應用科技大學國際企業系碩士論文。

謝志村(2013)，「產品創新與知覺價格對於品牌權益與消費者購買意願之影響—以手機無線配件為例」，國立高雄大學國際高階經營管理碩士(IEMBA)在職專班碩士論文。












二、	英文部分
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