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| 題 名 | 企業形象、知覺風險與旅客搭機行為意向關係研究--以低成本航空為例=Corporate Image, Perceived Risks and Behavioral Intention--A Study of the Low Cost Carrier Passengers |
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| 作 者 | 王穎駿; 范琦金; | 書刊名 | 航空安全及管理季刊 |
| 卷 期 | 2:3 2015.07[民104.07] |
| 頁 次 | 頁276-309 |
| 分類號 | 496.34 |
| 關鍵詞 | 低成本航空; 企業形象; 知覺風險; 行為意向; Low cost carriers; LCCs; Corporate image; Perceived risks; Behavioral intention; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 臺灣位於東南亞、東北亞兩大市場交集處,近年來逐漸成為低成本航空業者兵家必爭之地。然而,旅客選擇低成本航空背後可能潛藏許多知覺風險,而其衍生相關之糾紛,在過去都曾是新聞媒體之焦點。本研究旨趣在於了解不同族群消費者對低成本航空的知覺風險與企業形象,是否進而影響其選擇低成本航空之意願。研究採用問卷調查法,經由文獻及專家訪談設計問卷構面及內容,以台灣桃園國際機場及高雄國際機場搭乘低成本航空經驗之旅客為樣本,使用平均數及標準差了解各構面樣本集中、離散趨勢,並透過因素分析萃取各構面因素,並以獨立樣本T檢定、單因子變異數檢驗不同背景旅客對構面之顯著性差異,以及利用線性迴歸分析相互影響關係。研究發現:1.企業形象對旅客行為意向有正向顯著影響;2.旅客知覺風險對行為意向有負向顯著影響;3.企業形象與知覺風險之交互作用對行為意向具有正向顯著影響,此結果可做為低成本航空業者經營管理參考。 |
| 英文摘要 | Taiwan's convenient geographical location in the middle of the north and south East Asia becomes the most desirable market for Low Cost Carriers (LCCs). Nevertheless, the passengers' choice for LCCs faces some potential risks to meet their own expectations that often cause many consumer disputes. These sorts of cases have been widely reported in recent years. This study aims to investigate whether the customers’ willingness might be altered due to LCCs' perceived risks and industry image. The methodology of this research is conducted by questionnaire survey. The questions are structured by relevant literature reviews and expert interviews. After the preliminary examination of this questionnaire, this questionnaire will be collected from those passengers who have previously experienced LCCs and travelled both at Taiwan's Taoyuan International Airport and Kaohsiung International Airport. The statistical methods implemented hereinafter include Descriptive Statistic, Chi-square Test, Factor Analysis, T-test, one-way ANOVA and Regression Analysis. The findings of this research are as follows: 1. It is rather evident that corporate image remains significant and positive impacts on passengers' behavioral intention; 2. Passengers' Perception of Risk negatively influences their Behavioral Intention; 3. The interaction of Corporate Image and Perception of Risk remains significant and positive impacts on passengers' behavioral intention. The findings of this study can serve as a reference for LCCs to run in this industry. |
本系統中英文摘要資訊取自各篇刊載內容。