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題名:消費者觀光旅遊選擇航空公司行為意向之研究
作者:孫繼國
作者(外文):Chi-Kuo Sun
校院名稱:國立嘉義大學
系所名稱:企業管理學系
指導教授:李鴻文
學位類別:博士
出版日期:2018
主題關鍵詞:態度主觀規範知覺行為控制AttitudeSubjective normsPerceived behavioral control
原始連結:連回原系統網址new window
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本研究在於了解消費者對於航空公司之服務,是否影響其購買意願,並以計畫行為理論(Theory of planned behavior, TPB) 為基礎,建立「消費者觀光旅遊選擇航空公司之行為意向」模式,針對「態度」、「主觀規範」、「知覺行為控制」及「人口統計變項」進行驗證分析。透過問卷調查收集目標對象,總共發出340份,共回收319份,扣除無效問卷21份,有效問卷298份,有效問卷回收率87%,應用AMOS 20.0與SPSS 20.0統計軟體工具進行檢驗。分析驗證結果,在「態度」、「主觀規範」及「知覺行為控制」都有顯著的影響。其中「個人相關利益」、「學者專家」、「有完全的決定權」的因素負荷量最大。因此建議航空公司在「態度」方面應讓顧客感受經濟又實惠,在「主觀規範」方面應規劃專家學者為主要宣傳主體,在「知覺行為控制」方面應讓顧客感受是具有完全的決定權。
The purpose of the study is to understand the costumers’ satisfactory regarding the airline service and to the consumers by using Theory of Planned Behavior (TPB) as the foundation in order to establish the reasoning behind the costumer’s choice of airline. In doing so, the survey asks why consumers choose airplanes as their transportation and focusses on the following factors: attitude, subjective norms, perceived behavioral control, and demographic variables. Throughout the targeted participants of the survey, 319 out of 340 copies were collected. After deducting 21 invalid questionnaires, 298 valid questionnaires were used; the effective questionnaire recovery rate was 87%. Using the statistical software tools, AMOS 20.0 and SPSS 20.0, most of the factors show a very significant impact on the analysis and verification results. The study highlights that the aspects of personal related interests, scholar experts, and absolute decision-making power have the largest impact on travel options. Therefore, it is recommended that the in terms of attitude, the airline to provide services that will fulfill the expectation of getting one’s money’s worth. On the aspect of subjective norms, it should give the expert to be the main advocate. In the aspect of perceived behavior control, it should give the costumers the right to make independent choices.
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