隨著全球航空業的快速發展和疫情逐漸受控,國際旅遊需求正在恢復。傳統
航空業在當前的背景下正面臨激烈的市場競爭,需要深入瞭解消費者購買行為背
後的動機與因素,以制定有效的市場策略和品牌管理策略。本研究聚焦於傳統航
空業中品牌形象、價格認知與數位行銷對消費者購買意願的影響,特別是考量來
源國形象作為可能的中介變數。
故本研究目的在於探討傳統航空公司的品牌形象、價格認知、數位行銷如何影響消費者購買意願,同時探討來源國形象是否具有中介效果。本研究之問卷以網路進行發放,並採用 SPSS 統計分析軟體之 2.0 版本作為本研究之統計工具。而研究結果顯示品牌形象、價格認知和數位行銷對增強消費者購買意願具有顯著
的正向影響。此外,來源國形象在品牌形象和消費者購買意願之間具有部分中介作用。這些發現為傳統航空業提供了針對市場策略與品牌管理的具體建議,強調了在全球化和數位化趨勢下,積極調整市場策略的重要性。

With the rapid development of the global aviation industry and the gradual
control of the COVID-19 epidemic, international travel demand is recovering. The
traditional aviation industry is facing fierce market competition in the current context.
It requires a deep understanding of the motivations and factors behind consumer
purchasing behavior in order to formulate effective market strategies and brand
management strategies. This study focuses on the impact of brand image, price
perception and digital marketing on consumer purchase intention in the traditional
aviation industry, especially considering the image of the country of origin as a
possible intermediary variable.
Therefore, the purpose of this study is to explore how the brand image, price perception, and digital marketing of traditional airlines affect consumers' purchase
intention, and to explore whether the image of the country of origin has a mediating
effect. The questionnaires for this study were distributed online, and SPSS statistical analysis software version 2.0 was used as the statistical tool for this study. The research results show that brand image, price perception and digital marketing have a significant positive impact on enhancing consumers' purchase intention. In addition, country of origin image has a partial mediating effect between brand image and consumer purchase intention. These findings provide specific suggestions for market strategy and brand management for the traditional aviation industry, emphasizing the importance of actively adjusting market strategies amid the trends of globalization and digitalization.

目錄...................................................................... i
表目錄.................................................................... ii
圖目錄................................................................... iv
第一章 緒論............................................................... 1
第二章 文獻探討........................................................... 7
第一節 傳統航空產業介紹 ............................................... 7
第二節 品牌形象 ...................................................... 13
第三節 價格認知 ...................................................... 18
第四節 數位行銷 ...................................................... 24
第五節 消費者購買意願 ................................................ 30
第六節 來源國形象 .................................................... 34
第七節 交叉變數分析 .................................................. 41
第三章 研究方法.......................................................... 46
第一節 研究假設 ...................................................... 46
第二節 假設架構 ...................................................... 48
第三節 研究設計 ...................................................... 49
第四節 變項操作性定義與衡量 .......................................... 55
第五節 資料分析方法 .................................................. 60
第四章 研究結果.......................................................... 62
第一節 樣本結構分析 .................................................. 62
第二節 敘述性統計分析 ................................................ 69
第三節 相關分析 ...................................................... 71
第四節 信度分析 ...................................................... 74
第五節 效度分析 ...................................................... 75
第六節 迴歸分析 ...................................................... 79
第七節 假說驗證 ...................................................... 87
第五章 結論與建議........................................................ 88
第一節 研究結論..................................................... 88
第二節 研究建議 ...................................................... 89
第三節 研究限制 ...................................................... 92
參考文獻................................................................. 93
一、 網路文獻....................................................... 93
附錄 正式問卷........................................................... 101

表目錄
表 2-1-3 傳統航空及廉價航空經營模式之比較................................. 11
表 2-1-4 2024 年全球航空公司未來發展的關鍵預測............................ 12
表 2-2-1 品牌形象之定義................................................... 14
表 2-2-2 品牌形象之類型................................................... 15
表 2-3-1 價格認知之定義................................................... 19
表 2-3-2 價格認知之類型................................................... 21
表 2-3-3 關聯價格、品質與價值的目的-手段模型.............................. 22
表 2-4-1 數位行銷之定義................................................... 25
表 2-5-1 消費者購買意願之定義............................................. 31
表 2-6-1 來源國形象之定義................................................. 35
表 3-3-1 Cronbach’s α 值係數之判斷標準.................................. 51
表 3-3-2 本研究前測問卷之各構面 Cronbach’s α 值係數...................... 52
表 3-3-3 KMO 值的判斷標準................................................. 53
表 3-3-4 前側問卷之各項構面的 KMO 值....................................... 54
表 3-4-1 品牌形象衡量構面與問項........................................... 55
表 3-4-2 價格認知衡量構面與問項........................................... 56
表 3-4-3 數位行銷衡量構面與問項........................................... 57
表 3-4-4 消費者購買意願衡量構面與問項..................................... 58
表 3-4-5 來源國形象衡量構面與問項......................................... 59
表 4-1-1 搭乘傳統航空公司經驗之性別統計結果............................... 62
表 4-1-2 搭乘傳統航空公司經驗之年齡統計結果............................... 63
表 4-1-3 搭乘傳統航空公司經驗之職業統計結果............................... 65
表 4-1-4 搭乘傳統航空公司經驗之教育程度統計結果........................... 66
表 4-1-5 搭乘傳統航空公司經驗之每月可支配所得統計結果..................... 68
表 4-2-1 各構面之敘述性統計分析表......................................... 69
表 4-3-1 相關係數強度大小及其意義......................................... 71
表 4-3-2 相關係數強度大小及其意義......................................... 72
表 4-4-1 信度分析......................................................... 74
表 4-5-1 品牌形象之效度分析............................................... 75
表 4-5-2 價格認知之效度分析............................................... 76
表 4-5-3 數位行銷之效度分析............................................... 76
表 4-5-4 購買意願之效度分析............................................... 77
表 4-5-5 來源國形象之效度分析............................................. 77
表 4-6-1 品牌形象對購消費者購買意願之迴歸分析............................. 80
表 4-6-2 價格認知對消費者購買意願之迴歸分析............................... 81
表 4-6-3 數位行銷對消費者購買意願之迴歸分析............................... 82
表 4-6-4 來源國形象對消費者購買意願之迴歸分析............................. 83
表 4-6-5 品牌形象經來源國形象對消費者購買意願之迴歸分析................... 84
表 4-6-6 價格認知經來源國形象對消費者購買意願之迴歸分析................... 85
表 4-6-7 數位行銷經來源國形象對消費者購買意願之迴歸分析................... 86
表 4-7-1 研究假說結果統整................................................. 87

圖目錄
圖 1- 4- 1 研究架構.............................................................. 4
圖 1- 5- 1 研究流程.............................................................. 6
圖 3- 2- 1 假設架構圖 ............................................................48

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