在這交通快速的時代，航空公司在跨國旅遊或辦公都是首要選擇。從第一家低成本航空公司西南航空成立至今，低成本航空已漸漸成為一種趨勢。台灣的航空市場也有許多家低成本航空進入，近幾年的搭乘人數也逐漸增加。本研究以台灣低成本航空市場之相關使用者的感受進行探討。
本研究目的為探討台灣航空市場中，對於有搭乘過低成本航空的使用者與些許位搭乘過的受訪者而言，品牌形象對知覺價值、知覺風險會有何種影響，及往後對航空公司的忠誠行為為何。
本研究採取網路問卷進行隨機抽樣，並使用SPSS 22.0版統計分析軟體作為本研究之資料分析工具。透過迴歸分析驗證假說，得知以下結論：
一、在台灣的低成本航空市場中，低成本航空公司的品牌形象對顧客的知覺價值、知覺風險與顧客忠誠度存在顯著影響效果。
二、在台灣的低成本航空市場中，顧客的知覺價值與知覺風險對顧客忠誠度存在顯著影響效果。
三、顧客的知覺價值與知覺風險在低成本航空公司的品牌形象對顧客的顧客忠誠行為的影響中，存在著中介效果。

In the area of rapid transportation, airline company is the first option customer choose to travel and work between continent. From the first low cost airline company Southwest Airlines has been established, traditional airline companies are no longer dominant. Low cost airlines companies have gradually become a trend. There are many low cost airlines companies in the Taiwan’s Aviation market. In the recent years, the number take low cost airlines has increased. This study discusses the feelings of the relevant user of Taiwan low cost aviation market.
This study is aimed to investigate who have or have not taken the low cost airlines about brand image will have any influence on perceived value, perceived risk and customer loyalty to low cost airlines company.
In this study, a random sample was taken by web questionnaire, and used SPSS version 22 statistical analysis software as a data analysis tool. Through regression Analysis to test the hypothesis, that are following conclusions: First, the low cost airline market in Taiwan, the brand image of low cost airlines companies exist significantly effect on the customer perceived value, perceived risk and loyalty. Second, the low cost airline market in Taiwan, the customer perceived value and perceived risk exist significantly effect on the customer loyalty. Third, the customer perceived value and perceived risk have mediation effect on the brand image to customer loyalty.

目錄
目錄 ................................ ................................ ................................ ................................ I
表目錄 ................................ ................................ ................................ ........................... V
圖目錄 ................................ ................................ ................................ ........................ VIIVII
第一章 緒論 ................................ ................................ ................................ ............ 1
第一節 研究背景與動機 ................................ ................................ .......................... 1
第二節 研究目的 ................................ ................................ ................................ ...... 3
第三節 研究問題 ................................ ................................ ................................ ...... 4
第四節 研究範圍與對象 ................................ ................................ .......................... 5
第五節 研究架構與流程 ................................ ................................ .......................... 6
第二章 文獻回顧 ................................ ................................ ................................ .......... 8
第一節 低成本航空 ................................ ................................ ................................ .. 8
一、低成本航空定義 ................................ ................................ ............................ 8
二、低成本航空公司經營模式 ................................ ................................ .......... 11
三、低成本航空公司之發展 ................................ ................................ .............. 12
四、低成本航空公司簡介 ................................ ................................ .................. 13
第二節 品牌形象 ................................ ................................ ................................ .... 20
一、品牌形象定義 ................................ ................................ .............................. 20
二、品牌形象構面 ................................ ................................ .............................. 22
三、小結 ................................ ................................ ................................ .............. 24
第三節 知覺價值 ................................ ................................ ................................ .... 25
一、知覺價值定義 ................................ ................................ .............................. 25
二、知覺價值衡量構面 ................................ ................................ ...................... 28
三、小結 ................................ ................................ ................................ .............. 30
第四節 知覺風險 ................................ ................................ ................................ .... 31
一、知覺風險定義 ................................ ................................ .............................. 31
二、知覺風險衡量構面 ................................ ................................ ...................... 32
三、知覺風險衡量 ................................ ................................ .............................. 34
四、小結 ................................ ................................ ................................ .............. 36
第五節 顧客忠誠度 ................................ ................................ ................................ 37
一、顧客忠誠度定義 ................................ ................................ .......................... 37
二、顧客忠誠度之衡量構面 ................................ ................................ .............. 40
三、小結 ................................ ................................ ................................ .............. 41
第三章 研究方法 ................................ ................................ ................................ ........ 42
第一節 研究架構 ................................ ................................ ................................ .... 42
第二節 研究假說 ................................ ................................ ................................ .... 43
一、品牌形象對知覺價值之關係 ................................ ................................ ...... 43
二、品牌形象對知覺風險之關係 ................................ ................................ ...... 43
三、知覺價值對顧客忠誠度之影響 ................................ ................................ .. 44
四、知覺風險對顧客忠誠度之影響 ................................ ................................ .. 45
五、品牌形象對顧客忠誠度之影響 ................................ ................................ .. 46
六、知覺價值在品牌形象與顧客忠誠度之間存有中介效果 .......................... 47
七、知覺風險在品牌形象與顧客忠誠度之間存有中介效果 .......................... 48
八、小結 ................................ ................................ ................................ .............. 49
第三節 研究變數之操作性定義與衡量項目 ................................ ........................ 50
一、品牌形象 ................................ ................................ ................................ ...... 50
二、知覺價值 ................................ ................................ ................................ ...... 51
三、知覺風險 ................................ ................................ ................................ ...... 53
四、顧客忠誠度 ................................ ................................ ................................ .. 54
第四節 研究設計 ................................ ................................ ................................ .... 56
一、問卷設計 ................................ ................................ ................................ ...... 56
二、問卷發放與回收情況 ................................ ................................ .................. 56
第五節 資料分析方法 ................................ ................................ ............................ 58
一、敘述性統計分析 ................................ ................................ .......................... 58
二、信度分析 ................................ ................................ ................................ ...... 58
三、相關分析 ................................ ................................ ................................ ...... 60
四、迴歸分析 ................................ ................................ ................................ ...... 60
第四章 資料分析與結果 ................................ ................................ ............................ 62
第一節 信度分析 ................................ ................................ ................................ .... 62
第二節 效度分析 ................................ ................................ ................................ .... 63
第三節 敘述性統計分析 ................................ ................................ ........................ 64
一、低成本航空公司的使用狀況 ................................ ................................ ...... 64
二、基本資料 ................................ ................................ ................................ ...... 72
第四節 相關分析 ................................ ................................ ................................ .... 78
第五節 迴歸分析 ................................ ................................ ................................ .... 81
一、品牌形象對知覺價值之關係 ................................ ................................ ...... 81
二、品牌形象對知覺風險之關係 ................................ ................................ ...... 82
三、知覺價值對顧客忠誠度之關 係................................ ................................ .. 83
四、知覺風險對顧客忠誠度之關係 ................................ ................................ .. 84
五、品牌形象對顧客忠誠度之關係 ................................ ................................ .. 85
六、品牌形象知覺價值與顧客忠誠度之中介效果驗證 .............................. 86
七、品牌形象知覺風險與顧客忠誠度之中介效果驗證 .............................. 87
八、假說驗證 ................................ ................................ ................................ ...... 89
第五章 結論與建議 ................................ ................................ ................................ .... 91
第一節 研究結論 ................................ ................................ ................................ .... 91
一、顧客忠誠度之影響 ................................ ................................ ...................... 91
二、小結 ................................ ................................ ................................ .............. 93
第二節 研究限制與建議 ................................ ................................ ........................ 94
一、行銷建議 ................................ ................................ ................................ ...... 94
二、研究限制 ................................ ................................ ................................ ...... 95
三、研究建議 ................................ ................................ ................................ ...... 95
參考文獻 ................................ ................................ ................................ ...................... 96
一、中文部分 ................................ ................................ ................................ .......... 96
二、英文部分 ................................ ................................ ................................ .......... 99
附錄 正式問卷 ................................ ................................ ................................ .......... 112112

表目錄
表 2-1低成本航空公司與傳統之差異 ................................ ...................... 10
表 2-1低成本航空公司與傳統之差異 (續)................................ ................ 11
表 2-2 開放天空與低成本航公司之立 ................................ ............................. 13
表 2-3 在台灣可選擇搭乘之低成本航空公司 ................................ ......................... 19
表 3-1 研究假說彙整表 ................................ ................................ ............................. 49
表 3-2 品牌形象之操作型定義與 衡量問項 ................................ ............................. 51
表 3-3 知覺價值之操作型定義與衡量問項 ................................ ............................. 52
表 3-4 知覺風 險之操作型定義與衡量問項 ................................ ............................. 54
表 3-5 顧客忠誠度之操作型定義與衡量問項 ................................ ......................... 55
表 3-6 問卷回收情況 ................................ ................................ ................................ . 57
表 3-7 Cronbach's  α 係數判斷標準 ................................ ................................ ............ 58
表 3-8 KMO 評定標準 ................................ ................................ ................................ 59
表 3-9 相關係數強度大小與意義 ................................ ................................ ............. 60
表 4-1 研究變項信度分 析彙整表 ................................ ................................ ............. 62
表 4-2 正式問卷效度分析表 ................................ ................................ ..................... 63
表 4-3 整體有效樣本是否搭乘過低成航空分布情況 ................................ ......... 64
表 4-4 最常被選擇搭乘的低成本航空公司 ................................ ............................. 65
表 4-5 最近一次搭乘之低成本航空公司 ................................ ................................ . 66
表 4-5最近一次搭乘之低成本航空公司 (續)................................ ............................ 67
表 4-6 最常聽到之低成本航空公司 ................................ ................................ ......... 67
表 4-6 最常聽到之低成本航空公司（續） ................................ ............................. 68
表 4-7 整體有效樣本知道的低成航空公司次數 ................................ ................. 69
表 4-8 近期有意願搭乘低成本航空之選擇分佈情況 ................................ ............. 70
表 4-9 搭乘低成本航空之頻率 ................................ ................................ ................. 71
表 4-10 整體有效樣本 性別分佈情形 ................................ ................................ ....... 72
表 4-11 11 整體有效樣本年齡分佈情況 整體有效樣本年齡分佈情況 ................................ ................................ ....... 73
表 4-12 整體有效樣本教育程度分佈情況 ................................ ............................... 74
表 4-13 整體 有效樣本婚姻狀況 ................................ ................................ ............... 74
表 4-14 整體有效樣本職業分佈情況 ................................ ................................ ....... 75
表 4-15 整體有效樣本每人月所得分佈情況 ................................ ....................... 76
表 4-16 整體有效樣本相關分析表 ................................ ................................ ........... 78
表 4-17 整體有效樣本相關分析表 (有搭乘過 )................................ ......................... 79
表 4-18 整體有效樣本相關分析表 (未搭乘過 )................................ ......................... 79
表 4-19 品牌形象對知覺價值之迴歸分析表 (有搭乘過 ) ................................ ......... 81
表 4-20 品牌形象對知覺價值之迴歸分析表 (未搭乘過 ) ................................ .......... 82
表 4-21 品牌形象對知覺風險之迴歸分析表 (有搭乘過 ) ................................ .......... 83
表 4-22 品牌形象對知覺風險之迴歸分析表 (未搭乘過 ) ................................ .......... 83
表 4-23 知覺價值對顧客忠誠度之迴歸分析表 (有搭乘過 )................................ ...... 84
表 4-24 知覺風險對顧客忠誠度之迴歸分析表 (有搭乘過 )................................ ..... 85
表 4-25 品牌形象對顧客忠誠度之迴歸分析表 (有搭乘過 )................................ ..... 86
表 4-26 品牌形象、知覺價值對顧客忠誠度之迴歸分析表 (有搭乘過 )................. 87
表 4-27 品牌形象、知覺風險對顧客忠誠度之迴歸分析表 (有搭乘過 )................. 88
表 4-28 假說驗證彙整表 ................................ ................................ ........................... 89

圖目錄
圖 1-1 航空公司選擇搭乘比 ................................ ................................ ....................... 2
圖 1-2 研究流程圖 ................................ ................................ ................................ ....... 7
圖 2-1 品牌知識圖形象部份 ................................ ................................ ............. 24
圖 2-2 知覺價值模式圖 ................................ ................................ ............................. 25
圖 2-3 知覺價值關係圖 ................................ ................................ ............................. 27
圖 2-4 忠誠度三角 ................................ ................................ ................................ ..... 39
圖 2-5 顧客忠誠度概念模式 ................................ ................................ ..................... 41
圖 3-1 研究架構圖 ................................ ................................ ................................ ..... 42

一、中文部分
1.吳采芳(2007)，「服務屬性對航空公司選擇行為影響之研究」，國立成功大學交通管理科學研究所碩士論文。

2.吳俊岳(2004)，「低成本航空公司在國內實施營運策略之研究」，國立成功大學交通管理科學研究所碩士論文。

3.吳統雄(1984)，「電話調查理論與方法」，台北：聯經出版社。

4.吳萬益(2008)，「企業研究方法，第3版」，台北：華泰文化。

5.周姵如(2008)，「購物網站之關係品質與知覺風險對顧客忠誠度影響之研究」，私立東吳大學企業管理學系碩士論文。

6.林怡君(2009)，「品牌形象與顧客忠誠度關係之實證研究-知覺價值混和效果之探討」，私立大葉大學事業經營研究所碩士論文。

7.	林聖祐(2014)，「品牌形象、知覺品質與知覺價值對烘焙麵包購買意願影響之研究」，私立世新大學資訊傳播學系碩士論文。

8.林聖偉、李君如(2006)，「品牌形象、知覺價值、顧客滿意度與顧客忠誠度關係之研究-以旅行社海外團體套裝旅遊為例」，旅遊管理研究，第六卷第一期，頁63-81。

9.林羽璇(2015)，「低成本航空與一般航空公司的策略比較」，私立元智大學經營管理碩士班碩士論文。

10.邱皓政(2010)，「量化研究與統計分析–SPSS(PASW)資料分析範例，第五版」，台北：五南圖書出版股份有限公司。

11.姚憲天(2013)，「亞洲低成本航空佈局之研究」，國立交通大學交通運輸研究所碩士論文。

12.張雅蓉(2001)，「顧客知覺價值與忠誠度之研究」，國立台灣科技大學企業管理學系碩士論文。

13.張瑞奇(2015)，「航空客運與票務，第四版」，台北：揚智文化事業股份有限公司。

14.梁天祥(2011)，「探討影響購買意願因素與涉入及信任之干擾角色-以補習班為例」，國立高雄應用科技大學企業管理系高階經營研究所碩士論文。

15.許悅玲、王鼎鈞(2009)，「低成本航空-營運與管理」，台北：揚智文化事業股份有限公司。

16.陳佳瑜(2009)，「品牌形象對品牌忠誠影響效果之研究-以知覺風險及品牌關係為中介變數」，私立實踐大學企業管理學系碩士論文。

17.彭偉族(2006)，「品牌知名度、品牌形象影響品牌忠誠度之探討-以國產米酒業為例」，國立東華大學企業管理學系碩士在職專班碩士論文。

18.楊緒永(2009)，「品牌形象、知覺價值、顧客滿意度與顧客忠誠度關係之研究-以手機為例」，私立南華大學企業管理系管理科學碩士論文。

19.榮泰生(2006)，「SPSS與研究方法」，台北：五南圖書出版股份有限公司。

20.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。

21.蔡庚孜(2008)，「彩妝品品牌形象、品牌知名度對女性消費者購買決策之影響-以知覺風險為中介效果之驗證」，國立成功大學企業管理研究所碩士論文。

22.蕭文龍(2009)，「多變量分析最佳入門書，第二版」，台北：碁鋒資訊股份有限公司。

23.羅建昇(2008)，「台灣筆記型電腦品牌形象決定因素及其對消費者滿意度與忠誠度之影響-以關係品質與關係價值觀點分析」，國立台北大學國際企業研究所碩士論文。


二、英文部分
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2.Aaker, D. A., & Keller, K. L. (1990). Consumer Evaluation of Brand Extension. Journal of Marketing. 54(1), pp.27-41.

3.Agrawal, R., Gaur, S. S., & Narayanan, A. (2012). Determining Customer Loyalty: Review and Model. The Marketing Review. 12(3), pp.275-289.

4.Akaah, I. P., & Korgaonkar, P. K. (1988). A Conjoint Investigation of the Relative Importance of Risk Relievers in Direct Marketing. Journal of Advertising Research. 28(4), pp.38-44.

5.Babin, B. J., & Attaway, J. S. (2000). Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer. Journal of Business Research. 49(2), pp.91-99.

6.Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research. 20(4), pp.644-656.

7.Baird, I. S., & Thomas, H. (1985). Toward a Contingency Model of Strategic Risk Taking. Academy of Management Review. 10(2), pp.230-243.

8.Baird, I. S., & Thomas, H. (1985). Toward A Contingency Model of Strategic Risk Taking. The Academy of Management Review. 10(2), pp.230-243.

9.Baron, R. M., & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations. Journal of Personality and Social Psychology. 51(6), pp.1173-1182.

10.Bauer, R. A. (1960). Consumer Behavior as Risk-Taking. In R. S. Hancock(Ed.), Dynamic Marketing for a Changing World, Proceedings of the 43rd. Conference of the American Marketing Association, pp.389-398.

11.Berster, P. & Wilken, D. (2004). Market Penetration and Demand Generation of Low Cost Carrier in Germany. Air Transport and Airport Research. ATRS World Conference. Istanbul, Turkey.

12.Bettman, J. R. (1973). Perceived Risk and its Components: A Model and Empirical Test. Journal of Marketing Research. 10(2), pp.184-190.

13.Biel, A. L. (1992). How Brand Image Drives Brand Equity. Journal of Advertising Research. 32(6), pp.6-12.

14.Brown, G. H. (1952). Brand Loyalty-Fact or Fiction?. Advertising Age. 23, pp.53-55.

15.Cox, D. F. (1967). Risk Taking and Information Handling in Consumer Behavior. Boston: Harvard University Press, pp.34-81.

16.Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing. 76(2), pp.193-218.

17.Cronin, J. J., Brady, M. K., Brand, R. R., Hightower, R. J., & Shemwell, D. J. (1997). A Cross-Sectional Test of the Effect and Conceptualization of Service Value. Journal of Services Marketing. 11(6), pp.375-391.

18.Cunningham, S. M. (1967). The Major Dimension of Perceived Risk, in D. F. Cox(Ed.), Risk Taking and Information Handling in Consumer Behavior. Boston: Harvard University Press, pp.82-108.

19.Davis, S. M. (2000). The power of the Brand: Strategy & Leadership. 28(4), pp.20-35.

20.Derbaix, C. (1983). Perceived Risk and Risk Relievers: An Empirical Investigation. Journal of Economic Psychology. 3(1), pp.19-38.

21.Dobin, D., & Zinkhan, G. M. (1990). In Search of Brand Image: A Foundation Analysis. Advances in Consumer Research. 17(1), pp.110-119.

22.Dodds, B. W., & Monroe, K. B. (1985). The Effect of Brand and Price Information Subjective Product Evaluation. Advances in Consumer Research. 12(1), pp.85-90.

23.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research. 28(3), pp.307-319.

24.Dowling, G. R., & Staelin, R. (1994). A Model of Perceived Risk and Intended Risk-Handling Activity. Journal of Consumer Research. 21(1), pp.119-133.

25.Doyle, P. (1990). Building Successful Brands: The Strategic Options. Journal of Consumer Marketing. 7(2), pp.5-20.

26.Duncan, T., & Moriarty, S. E. (1998). A Communication-Based Marketing Model for Managing Relationships. Journal of Marketing. 62(2), pp.1-13.

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