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題名：探討低成本航空旅客搭乘意願之影響因素--以中國大陸旅客為例
書刊名：觀光與休閒管理期刊
作者：陳麗珍 引用關係
作者(外文)：Chen, Li-chen
出版日期：2017
卷期：5:1
頁次：頁55-66
主題關鍵詞：低成本航空；知覺價格；知覺風險；搭乘意願；Low cost carrier；Perceived price；Perceived risk；Purchase intention
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:28
  • 點閱點閱:2
旅遊業持續發展，中國大陸旅客是全球旅遊市場排名第一的消費大國，每年客運量達一億人次，可視為低成本航空業發展之新契機。本研究採用問卷調查法，針對中國大陸航空旅客之知覺價格、知覺品質、知覺價值以及知覺風險四個變項，探討中國大陸航空旅客對於低成本航空之搭乘意願，採用線性迴歸分析法與階層式調節迴歸分析進行實證研究結果分析。本研究共計回收270份有效問卷，以SPSS18.0視窗版進行量化統計分析。根據研究結果證實，四個變項間皆有顯著關聯性，知覺價格與知覺價值對於中國大陸航空旅客之搭乘意願皆有顯著正向影響效果；知覺風險在知覺價值與搭乘意願間具有顯著負向影響之干擾效果。本研究發現與結論之建議，可提供航空業者及與其相關研究領域作為未來學術與實務界參考之用。
Chinese travelers via air transportation can be seen as a great opportunity for the development of Low Cost Carrier (LCC). LCCs should better understand the factors which affect Chinese travelers' purchase intention. This study applied the questionnaire survey for the empirical research; Simple linear regression analysis, and hierarchical moderator regression analysis were used as the method of quantitative analysis. The valid returned 270-sampling was used to analyze as the statistical results to investigate the relationships among Chinese passengers' perceived price, perceived quality, perceived value, perceived risk and purchase intention toward the services provided by LCCs. The research results showed that, four variables were significant correlated. Perceived price and perceived value of Chinese LCC passengers had significantly positive influences on purchase intention. Perceived risk as the moderator had significantly negative effect in between perceived value and purchase intention of Chinese LCC passengers.. The research results can be used for the reference of the researches and practices in association with airline industry, tourism industry and the related fields.
期刊論文
1.蔡東峻、吳萬益、李奇勳(20040200)。價格、保證及來源國形象對產品評價與購買意願的影響。管理學報，21(1)，21-46。new window  延伸查詢new window
2.Fernandes, E.、Pacheco, R. R.(2002)。Efficient Use of Airport Capacity。Transportation Research, Part A: Policy and Practice，36(3)，225-238。  new window
3.曹勝雄、王麗娟(20011200)。旅遊產品知覺風險與降低風險策略之研究。旅遊管理研究，1(1)，1-26。new window  延伸查詢new window
4.Huang, J. H.、Lee, B. C. Y.、Ho, Shu Hsun(2004)。Consumer attitude toward gray market goods。International Marketing Review，21(6)，598-614。  new window
5.Petrick, J. F.(2004)。The roles of quality, value, and satisfaction in predicting cruise passengers' behavioral intentions。Journal of Travel Research，42(4)，397-407。  new window
6.Goyal, A.(2008)。Managing perceived risk for credit card purchase through supplementary services。Journal of Financial Services Marketing，12(4)，331-345。  new window
7.Balasubramanian, S.、Peterson, R. A.、Jarvenpaa, S. L.(2002)。Exploring the implications of m-commerce for markets and marketing。Journal of the Academy of Marketing Science，30(4)，348-361。  new window
8.Roselius, Ted(1971)。Consumer Rankings of Risk Reduction Methods。Journal of Marketing，35(1)，56-61。  new window
9.De Ruyter, K.、Wetzels, M.、Bloemer, J.(1998)。On the relationship between perceived service quality, service loyalty and switching costs。International Journal of Service Industry Management，9(5)，436-453。  new window
10.Dodds, B. W.、Monroe, K. B.(1985)。The effect of brand and price information subjective product evaluation。Journal of Marketing Research，28，85-90。  new window
11.林信得、胡智超(20141000)。臺灣低成本航空發展趨勢初析。航空安全及管理季刊，1(4)，273-300。new window  延伸查詢new window
12.Chiang, C. F.、Jang, S. C.(2006)。The Effects of Perceived Price and Brand Image on Value and Purchase Intention: Leisure Traveler's Attitudes toward Online Hotel Booking。Journal of Hospitality & Leisure Marketing，15(3)，49-69。  new window
13.田陽、王海忠(2008)。高新技術產品的消費者知覺風險--結構與測量。現代管理科學，2008(6)。  延伸查詢new window
14.吳亮錦、糜仲春(2005)。珠寶知覺價值與購買意願的經濟學分析。全國貿易經濟類核心期刊。  延伸查詢new window
15.徐梅、詹靜(2006)。低成本航空在中國。科技情報開發與經濟，14。  延伸查詢new window
16.Oliveira, A. V. M.(2008)。Na empirical model of low-cost Carrier entry。Transportation Research Part A，42，673-695。  new window
17.Jacoby, J.、Olson, J. C.(1977)。Consumer response to price: an attitudinal, information processing perspective。Moving Ahead with Attitude Research，39(1)，73-97。  new window
18.Sweeney, Jillian C.、Soutar, Geoffrey N.(2001)。Consumer Perceived Value: The Development of a Multiple Item Scale。Journal of Retailing，77(2)，203-220。  new window
19.Grewal, Dhruv、Monroe, Kent B.、Krishnan, Ramayya(1998)。The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions。Journal of Marketing，62(2)，46-59。  new window
20.Bolton, Ruth N.、Drew, James H.(1987)。A Multistage Model of Customers' Assessments of Service Quality and Value。Journal of Consumer Research，17(4)，375-384。  new window
21.Jacoby, Jacob、Kaplan, L. B.(1972)。The components of perceived risk。Advances in Consumer Research，3(3)，382-393。  new window
22.Petrick, James F.(2002)。Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service。Journal of Leisure Research，34(2)，119-134。  new window
23.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
24.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
25.Bitner, Mary Jo(1990)。Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses。Journal of Marketing，54(2)，69-82。  new window
26.Anderson, Eugene W.、Fornell, Claes、Lehmann, Donald R.(1994)。Customer satisfaction, market share, and profitability: Findings from Sweden。Journal of Marketing，58(3)，53-66。  new window
27.Lichtenstein, Donald R.、Ridgway, Nancy M.、Netemeyer, Richard G.(1993)。Price Perceptions and Consumer Shopping Behavior: A Field Study。Journal of Marketing Research，30(2)，234-245。  new window
會議論文
1.United Nation World Tourism Organization(2011)。UNWTO future vision: Tourism towards 2030, global overview。The 19th session of the UNWTO General Assembly。Gyeongju。  new window
圖書
1.陳建和(2007)。觀光行銷學。台北：揚智文化。  延伸查詢new window
2.Heskett, J. L.、Sasser, W. E.、Schlesinger, L. A.(1997)。Service profit chain。Simon and Schuster。  new window
3.許悅玲、王鼎鈞(2009)。低成本航空：經營與管理。臺北市：揚智文化。  延伸查詢new window
4.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2006)。Multivariate data analysis。Pearson Prentice Hall。  new window
5.陳澤義(2005)。服務管理。華泰。  延伸查詢new window
6.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
圖書論文
1.Cox, Donald F.(1967)。Risk Handling in Consumer Behavior: An Intensive Study of Two Cases。Risk Taking and Information Handling in Consumer Behavior。Boston, MA：Harvard University Press。  new window
2.Cox, D. F.、Rich S. U.(1967)。Perceived risk and consumer decision-marking the case of telephone shopping。Consumer Behavior。Boston, MA：Harvard University Press。  new window
3.Monroe, K. B.、Krishnan, R.(1985)。The effect of price on subjective product evaluations。Perceived Quality: How Consumers View Stores and Merchandise。Lexington, MA：Lexington Books。  new window
4.Bauer, Raymond A.(1960)。Consumer Behavior as Risk Taking。Dynamic marketing for a Changing World。Chicago：American Marketing Association。  new window
 
 
 
 
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