臺灣博碩士論文加值系統

近年來廉價航空發展迅速，目前全球已有一百多家廉價航空，而亞太地區為廉價航空最大市場。在現今眾多廉價航空選擇下，旅客如何選擇符合自我需求的廉價航空。過去研究指出，當面對不熟悉的產品時，消費者會利用國家形象來推斷該產品品質，並也會依據價格來評估產品。而當旅客在選擇廉價航空搭乘同時來自不同國家的航空公司也有不同風險上的影響。因此本研究以廉價航空為例，探討來源國形象、風險認知及價格對搭乘意願的影響。
本研究採問卷調查法，以搭乘廉價航空國際航線的台灣地區旅客為對象，共回收有效問卷392份，使用統計軟體SPSS 20.0作為統計工具，並以信度分析、敘述統計、因素分析、獨立樣本t檢定、單因子變異數分析 (ANOVA) 及迴歸分析進行分析及驗證假設。研究結果發現不同背景變項對來源國形象及風險認知部分有差異；來源國形象之聲譽對搭乘意願具有部分影響；來源國形象之服務對搭乘意願具有正向影響；價格對搭乘意願具有正向影響。

In recent years, low-cost airlines have developed rapidly. There are currently more than 100 low-cost airlines in the world, and the Asia-Pacific region is the largest market for low-cost airlines. With so many low-cost airline options available today, how do travelers choose low-cost airlines that suit their conditions? Previous studies have pointed out that when faced with unfamiliar products, consumers use the country-of-origin image to infer the quality of the product and evaluate the product based on the price. And airlines from different countries have different risks when passengers choose low-cost flights. Therefore, this study takes low-cost airlines as an example to explore the effect of country-of-origin image and price of the airline, and risk perception on the intentions of passengers.

In this study, a total of 392 valid questionnaires were collected for Taiwan passengers travelling on low-cost international routes. The data analysis was implmented with statistical tool, SPSS 20.0, using reliability analysis, descripitive statistics, factor analysis, t-test, ANOVA and regression analysis to analyze and verify assumptions. The results show that different background variables have significant difference on country-of-origin image and risk perception. The prestiges of country-of-origin image, the service of country-of-origin image and ticket price have positive effects on consumer willingness to fly.

中文摘要 -------------------------------------------------------------- i
英文摘要 -------------------------------------------------------------- ii
誌謝 -------------------------------------------------------------- iii
目錄 -------------------------------------------------------------- iv
表目錄 -------------------------------------------------------------- vi
圖目錄 -------------------------------------------------------------- viii
第一章 緒論---------------------------------------------------------- 1
1.1 研究背景與動機------------------------------------------------- 1
1.2 研究目的------------------------------------------------------- 4
1.3 研究流程------------------------------------------------------- 4
第二章 文獻探討------------------------------------------------------- 5
2.1 來源國形象----------------------------------------------------- 5
2.2 風險認知------------------------------------------------------- 12
2.3 價格---------------------------------------------------------- 18
2.4 搭乘意願------------------------------------------------------- 23
2.5 廉價航空------------------------------------------------------- 24
第三章 研究方法------------------------------------------------------- 31
3.1 研究架構------------------------------------------------------- 31
3.2 研究假說------------------------------------------------------- 31
3.3 研究對象與抽樣方式---------------------------------------------- 32
3.4 問卷設計與量表-------------------------------------------------- 32
3.5 資料分析方法---------------------------------------------------- 36
3.6 問卷前測------------------------------------------------------- 37
第四章 資料分析------------------------------------------------------- 41
4.1 樣本背景屬性分析------------------------------------------------ 41
4.2 敘述統計分析---------------------------------------------------- 45
4.3 信度分析-------------------------------------------------------- 50
4.4 因素分析-------------------------------------------------------- 51
4.5 差異性分析------------------------------------------------------ 52
4.6 相關分析-------------------------------------------------------- 59
4.7 迴歸分析-------------------------------------------------------- 64
4.8 假設驗證結果---------------------------------------------------- 73
第五章 結論與建議------------------------------------------------------ 74
5.1 研究結論-------------------------------------------------------- 74
5.2 研究建議-------------------------------------------------------- 78
參考文獻 --------------------------------------------------------------- 80
附錄一 前測問卷-------------------------------------------------------- 90
附錄二 正式問卷-------------------------------------------------------- 96

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