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論文中文名稱:探討旅客接受廉價航空服務之影響因素 [以論文名稱查詢館藏系統]
論文英文名稱:Factors Affecting Passengers’ Acceptance of the Services from Budget Airlines [以論文名稱查詢館藏系統]
院校名稱:國立臺北科技大學
學院名稱:管理學院
系所名稱:資訊與財金管理系碩士班
畢業學年度:104
畢業學期:第二學期
出版年度:105
中文姓名:張鈺葳
英文姓名:To Yuh Wei
研究生學號:101938018
學位類別:碩士
語文別:中文
口試日期:2016/07/05
指導教授中文名:翁頌舜
指導教授英文名:Sung-Shun Weng
口試委員中文名:陳育威;吳瑞堯;楊欣哲
中文關鍵詞:廉價航空風險認知服務品質搭乘意願
英文關鍵詞:Budget AirlineRisk PerceptionQuality of ServicePurchase Intention
論文中文摘要:廉航服務在近幾年已然在亞洲掀起了旅客對廉價航空(Low-cost Carrier, LCC)的搭機潮流。相較於傳統航空提供“全包式”的服務,廉價航空主打的“使用者付費”服務概念提供旅客另一種飛行服務的消費模式,並也逐漸影響旅客對飛機搭乘的選擇。廉價航空顧名思義就是廉宜、便利,廉航的出現大幅降低了機票門檻,讓搭機出國變得更簡單。然而在消費者心裡,廉價往往與風險及服務是相對的。旅客在考慮廉航服務的同時,背後可能潛藏著各種認知風險,進而影響其最後的使用決策。本研究目的旨在瞭解旅客對於廉價航空的認知風險及服務品質,是否影響其最後選擇搭乘之意願。本研究採用問卷調查法,經由文獻及設計問卷構面及內容,以曾有搭乘廉航經驗及無搭乘廉航經驗之旅客為樣本進行分析。研究發現:1. 風險認知會對旅客的搭乘意願產生負向影響;2. 服務品質會對旅客的搭乘意願產生正向影響;3. 旅客屬性在風險認知、服務品質及搭乘意願上均呈現部分顯著差異;4. 無搭乘廉航班機經驗之旅客在風險認知各層面上皆高於有搭乘廉航經驗者;此結果可提供已經或即將提供廉航服務的航空業者經營管理參考。
論文英文摘要:LCC (Low-cost Carrier) services have already been a trend in Asia for these years. Compared to the traditional FSC aviation provided “all-inclusive” full-service, LCC raised a “user charge” consumption concept, and it offers an alternative flight service patterns to passengers, and gradually affects the passengers’ choices. The name of budget airline suggests inexpensive and convenient, and sharply reduced price of flight ticket barriers, and makes the flight abroad easier than before. However, in the consumer mentality, low price always associates with risks and service quality. In considering the LCC services, it may have a variety of perceived risks hidden behind of the passengers, thereby affecting their final decisions. This study aims to understand the risks perceived and quality of services of the passengers regarding the budget airlines, whether it will affect the final willingness of choices. The research uses the questionnaires survey procedures, to collect and analyze the passengers’ questionnaires for further exploration. According to the analyzed results, the following conclusions are made: 1. Passengers’ perception of risks negatively influences their purchase intention; 2. LCC’ quality of services positively influences passengers’ purchase intention; 3. A certain part of passengers’ attributions have showed significant differences on risk perception, service quality or purchase intention. 4. Perception of risks of the passengers without experiences on LCC is significantly higher than that of the passengers with LCC experiences. Finally, the findings of this research can serve as a reference for LCCs to run in this industry.
論文目次:摘 要 I
ABSTRACT II
誌 謝 IV
目 錄 V
表目錄 VII
圖目錄 IX
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 4
1.3 研究目的 5
第二章 文獻探討 6
2.1 廉價航空公司 6
2.2 風險認知 10
2.3 服務品質 14
第三章 研究方法 18
3.1 研究架構 18
3.2 研究假說與推導 19
3.2.1 風險認知與購買/搭乘意願的關係 19
3.2.2 服務品質與購買/搭乘意願的關係 20
3.2.3 旅客屬性與風險認知、服務品質、搭乘意願的關係 21
3.3 變數與操作性定義 23
3.3.1 外生變數 23
3.3.2 內生變數 24
3.3.3 影響變數 24
3.4 量法設計 27
3.5 資料分析方法與工具 28
第四章 資料分析 33
4.1 敍述統計 33
4.1.1 樣本特性描述 33
4.1.2 風險認知現況分析 36
4.1.3 服務品質現況分析 38
4.1.4 搭乘意願現況分析 40
4.2 風險認知對旅客對選擇廉航搭乘意願的影響 41
4.2.1 風險認知與搭乘意願之相關分析 41
4.2.2 風險認知對搭乘意願的迴歸分析 42
4.3 服務品質對旅客對選擇廉航搭乘意願的影響 43
4.3.1 服務品質與搭乘意願之相關分析 43
4.3.2 服務品質對搭乘意願的迴歸分析 44
4.4 旅客屬性對風險認知的差異分析 45
4.5 旅客屬性對服務品質的差異分析 52
4.6 旅客屬性對搭乘意願的差異分析 57
4.7 研究假設驗證結果 62
第五章 結論與建議 64
5.1 研究結論 64
5.1.1 風險認知對搭乘意願之關聯性 64
5.1.2 服務品質對搭乘意願之關聯性 65
5.1.3 旅客屬性對風險認知之差異程度 65
5.1.4 旅客屬性對服務品質之差異程度 66
5.1.5 旅客屬性對搭乘意願之差異程度 67
5.2 建議及管理意涵 68
5.3 研究限制與後續研究建議 70
參考文獻 71
附錄 研究問卷 75
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