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系統識別號 U0002-2206201814351300
中文論文名稱 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
英文論文名稱 The Influence of Low-Cost Carriers’s Service Quality, Word of Mouth and Price Perception On Consumers’Purchase Intentions
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 106
學期 2
出版年 107
研究生中文姓名 汪佩儀
研究生英文姓名 Pei-Yi Wang
學號 605550317
學位類別 碩士
語文別 中文
口試日期 2018-06-04
論文頁數 114頁
口試委員 指導教授-曾忠蕙
委員-李芸蕙
委員-劉怡媛
中文關鍵字 廉價航空  服務品質  網路口碑  價格認知  購買意願 
英文關鍵字 Low-Cost Carriers's  Service Quality  Word of Mouth  Price Perception  Purchase Intentions 
學科別分類
中文摘要 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。
英文摘要 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.
論文目次 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

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