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系統識別號 U0026-1907201901160500
論文名稱(中文) 台灣旅客選擇航空公司之決定性因素:阿聯酋航空公司之市場研究
論文名稱(英文) Determining Factors of Consumers’ Airline Choice in the Taiwanese Market: Research Study for Emirates Airlines
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 107
學期 2
出版年 108
研究生(中文) 林修羽
研究生(英文) Hsiu-Yu Lin
學號 R47041026
學位類別 碩士
語文別 英文
論文頁數 51頁
口試委員 指導教授-康信鴻
口試委員-莊双喜
口試委員-黃瀞瑩
口試委員-李憲達
中文關鍵字 阿聯酋航空公司  計劃行為理論  決策過程  LPM  多元回歸模型 
英文關鍵字 Emirates Airline  Theory of Planned Behavior  Decision-making process  LPM  Multiple Regression Model 
學科別分類
中文摘要 隨著航空業的快速發展和日益激烈的競爭,企業必須通過了解特定的文化、習俗以及更重要的消費者行為,為其在地區的業務奠定堅實的基礎。
阿聯酋航空公司是在2014年之後加入台灣市場的,與其競爭者們相對較為年輕。目前往返台北與杜拜的航班每日一班。此研究的目的,是為了讓該公司了解台灣消費者在選擇航空公司的決策過程,以利計畫未來鞏固或持續擴展台灣市場。
這項研究是根據計劃行為理論(Ajzen,1991)和消費者決策模型(Kotler,2009)作為基礎,來取得消費者選擇的決定因素與考慮到社會文化方面的影響。
本研究的方法使用多元回歸模型,通過隨機抽樣網路問卷調查收集數據。問卷中包含著對選擇航空公司決策過程有較大影響的因素。
根據結果確定,以下幾個變數對目標行為有正面影響:安全聲譽,服務質量,杜拜中途停留,A380飛機體驗,教育,個性和旅行目的。相反地,瞭解自己的旅遊和信用卡的優惠與福利會產生負面影響。本研究結論部分包括一些建議,讓阿聯酋航空公司考慮加入未來的公司策略。
英文摘要 With the rapid advancements and the growing competition within the aviation industry, it is crucial that companies build a solid foundation for their business in regions by understanding the specific culture, custom, and more importantly consumer behaviors.
The purpose of this research is to give Emirates Airline insight into the Taiwanese consumer’s decision-making process in terms of deciding an airline. The company is relatively new entering the market after 2014 with so far daily flights between TPE and DXB.
The bases if this research is by using the Theory of Planned Behaviour (Ajzen, 1991) and the Consumer Decision-making Model (Kotler, 2009) as a means of gaining a degree of understanding towards the determining factors that make a consumer choose to choose or continue traveling with Emirates Airline, taking into account influences of socio-cultural aspects.
The method of this research is using multiple regression models in ruling out the factors that have a significant influence on the decision process with the collected data from a randomized online survey.
In conclusion, it is determined from the results that several variables have a positive influence towards the target behavior: safety reputation, quality of service, a stopover in Dubai, A380 aircraft experience, education, personality, and travel requirements. Awareness or travel and credit card benefits, on the contrary, have a negative impact. Some suggestions are included for the company to take into consideration for future strategic business implications.
論文目次 摘要…………………………………………………………………..…....……………..……I
Abstract………………………………………………………………….……...……..……II
Acknowledgment…………………………………………………...……….……….…III
Table of Contents…………………………………………….…………...…….….…IV
Tables of Diagrams and Tables………………………………....……………....VI
1. Introduction………………………………………………………………....………1
1.1. Research Motivation……………………………….……………………………1
1.2. Research Background……………………………….…………….…...……..2
1.3. Research Questions and Hypotheses…………………..……...........3
1.4. Airline Industry overview…………………………………………..………...4
1.5. Emirates Airlines Business………………………………………….….…….5
2. Literary Reviews ……………………………………………...…..…………….6
2.1. Theory of Planned Behaviour………………………………..….………….7
2.2. Consumer Decision Making Model……………………….....………....8
2.3. Richard D. Lewis Model………………………………………..….............9
3. Research Structure and Method…………….…………….…………….11
3.1. Definition of Variables………………………………………...………………11
3.2. Definition of Variable codes……………………………....……………...13
3.3. Research Hypotheses……………………………………...………………..16
3.4. Research Methodology…………………………………….………………..18
3.5. Survey Design and Limitations…………..……………………….........19
4. Research Results and Interpretations…………………………………20
4.1. How Dimensions Separately Influence a consumer’s decision in the Taiwanese Market…………………………………………….……………..20
4.2. How Dimensions Collectively Influence a consumer’s decision in the Taiwanese Market…………………………………………….......………..22
4.3. How Dimensions and Dummy Variables Collectively Influence a consumer’s decision in the Taiwanese Market……………..…………25
4.4. Comparison of Regression with/without Dummy Variables…29
4.5. Final Regression Analysis………………..……………….....…………....31
5. Conclusion………………………………………………………......…………..33
5.1. Research Results and Discussions……………………..……..………34
5.2. Research Limitations and Suggestions……………………………...39
5.3. Practicality and Implications…………………………….………………..39
6. References……………………………………………………….....…………….41
7. Appendix…………………………………………………………..……………...42
參考文獻 1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.
2. Ajzen, I., & Driver, B. L. (1992). Application of the theory of planned behavior to leisure choice. Journal of Leisure Research, 24, 207-224.
3. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
4. Bandura, A. (1986). Social foundations of thought and action. Englewood Cliffs, NJ: Prentice-Hall.
5. Paul S. L. Yip, Eric W. K. Tsang, Interpreting dummy variables and their interaction effects in strategy research.
6. IATA, Future of the airline industry 2035, 2018
7. PATA, Asia-Pacific visitor forecast 2018-2022 report, 2018
8. Airlines. IATA, The future of the airline industry, 2017
9. Science Direct, Theory of planned behavior, 2009- 2010
10. Karla H. Karash, Transportation research board, understanding how individuals make travel and location decisions: implications for public transportation, Transit cooperative research program, report 123, 2008
11. Wen-Yi Lai, Customers Switch Behavior- A Case of Travel Agencies, 3-8
12. Mariia Barukh, Lahti University of Applied Science, Behaviour of Chinese Travellers when Selecting Airline Services, 20-32, 2018
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