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系統識別號 U0026-2407201516404500
論文名稱(中文) 低成本航空價格、品牌延伸、網路口碑與忠誠度之研究
論文名稱(英文) Price, brand extension, electronic word of mouth and customer loyalty in Low-Cost Carriers
校院名稱 成功大學
系所名稱(中) 交通管理科學系
系所名稱(英) Department of Transportation & Communication Management Science
學年度 103
學期 2
出版年 104
研究生(中文) 蕭儉顏
研究生(英文) Kim-Ngan Sio
學號 R56025029
學位類別 碩士
語文別 中文
論文頁數 108頁
口試委員 指導教授-張有恆
口試委員-鄭永祥
口試委員-陳昭宏
口試委員-林宜欣
中文關鍵字 低成本航空  價格  品牌延伸  網路口碑  服務品質  企業形象  忠誠度  結構方式模式 
英文關鍵字 Low-Cost Carriers (LCCs)  brand extension  electronic word of mouth (eWOM)  loyalty  Structural equation modeling (SEM) 
學科別分類
中文摘要 自2004年新加坡籍的低成本航空捷星亞洲航空首航台灣後,飛航台灣的低成本航空到目前為止已有17家、21條航線,航點遍佈東南亞、東北亞,據統計,亞太區低成本航空市占率平均值約為24.5%。低成本航空推出低廉票價的促銷手法吸引消費者,對於傳統航空市場已造成難以忽視的壓力,面對外籍低成本航空公司以及其他傳統航空公司的激烈競爭,國籍低成本航空公司如何能維持市占率以及提高競爭力,是一個重要的議題。

目前,由傳統航空公司針對市場需求延伸成立的低成本航空子公司,已成為一種趨勢。於2014年正式首航的屬於台灣本土的低成本航空公司:台灣虎航以及威航,都是由傳統航空公司針對不同的市場區隔投資而成立的。本研究欲透過品牌延伸探討由知名的母公司延伸所成立的子公司,對於旅客選擇航空公司而言是否存在影響,並且加入價格、網路口碑、服務品質等構面,探討其與企業形象、忠誠度之關係。

本研究以企業形象作為中介變數,以問卷調查方式,並運用結構方程模式分析方法,研究結果顯示品牌延伸、價格、服務品質會正向提升企業形象,而具有良好的企業形象能有效提升顧客忠誠度,包括推薦他人及旅客未來繼續搭乘。最後根據分析結果,提出建議予相關業者及管理單位,作為日後營運策略發展之參考,希望能籍此提升國籍低成本航空的競爭力及市占率。
英文摘要 Ever since Low-Cost Carriers (LCCs) have risen to be common in aviation industry and affecting greatly on the market shares of Full-Service Carriers (FSCs) and leads to a result of development of subsidiaries of these already developed companies. For these traditional airlines, to guarantee their market share they set up LCCs as subsidiaries, one of the factor will explored on is customer loyalty for such LCCs.

The purpose of this study is to construct a model to examine the relationship among
price, brand extension, electronic word of mouth (eWOM), services quality, image and loyalty. There are six hypotheses and the structural equation modeling (SEM) is used to analyze by 383 surveys in this research.

The results verify that price, brand extension and services quality influence brand image, whereas brand image influences customer loyalty. However, eWOM does not show a significant positive effect on loyalty through the mediating effect is validated. This paper propose a practical and theoretical connotations for the aviation industry and subsequent study to reference.
論文目次 目錄
目錄 i
表目錄 iv
圖目錄 vi
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究對象與範圍 5
1.4 研究流程 6
第二章 文獻回顧 8
2.1 低成本航空營運特性介紹 8
2.2 低成本航空相關文獻回顧 14
2.3 價格.. 16
2.3 品牌延伸 17
2.4 網路口碑 18
2.5 服務品質 19
2.6 企業形象 21
2.7 忠誠度 21
2.8 小結.. 22
第三章 研究方法 23
3.1 研究架構與假設 23
3.1.1 研究架構 23
3.1.2 研究假設 24
3.2 研究變項之操作型定義及衡量 27
3.2.1 價格 27
3.2.2 品牌延伸 27
3.2.3 網路口碑 28
3.2.4 服務品質 28
3.2.5 企業形象 30
3.2.6 忠誠度 30
3.3 研究設計 31
3.3.1 調查方法 31
3.3.2 問卷設計 31
3.3.3 問卷內容 33
3.4 資料分析方法及應用 33
3.4.1敘述性統計分析 33
3.4.2 因素分析 34
3.4.3 信度與效度分析 34
3.4.4 變異數分析 35
3.4.5 驗證性因素分析 35
3.4.6 結構方程模式 36
第四章 實證分析 38
4.1回收樣本之基本敘述統計分析 38
4.1.1問卷回收概況 38
4.1.2基本資料敘述統計分析 38
4.1.3 敘述性統計分析 43
4.2 樣本特性與構面之變異數分析 48
4.2.1 填答者的性別與各構面之變異數分析 48
4.2.2 填答者的年齡與各構面之變異數分析 49
4.2.3 填答者不同教育程度與各構面之變異數分析 50
4.2.4 填答者不同月收入與各構面之變異數分析 51
4.2.5 填答者不同出發地與各構面之變異數分析 52
4.3 服務品質之因素分析 53
4.4 信度分析 58
4.5 驗證性因素分析 59
4.5.1 驗證性因素分析與校估 59
4.5.2 收斂效度分析 65
4.5.3 區別效度分析 67
4.6 結構方程模式分析結果 68
4.6.1 結構方程模式(SEM)的建立 68
4.6.2 結構方程模式分析與校估 70
4.6.3 對立模式 71
4.6.4 結構方程模式假設驗證 73
4.7 小結 78
第五章 結論與建議 81
5.1 研究結論 81
5.2 建議 85
5.3 研究貢獻 87
一、 中文部分 88
二、 英文部分 89
三、 網站資料 103
附錄一 正式問卷 104
附錄二 桃園國際機場低成本航空之母子公司對照表 108


表目錄
表1-1 2013年國人旅遊資訊來源 4
表2-1 傳統航空與低成本航空之比較 11
表2-2 目前飛航台灣的低成本航空公司與航線整理表 13
表3-1 價格之衡量問項 27
表3-2 品牌延伸之衡量問項 28
表3-3 網路口碑之衡量問項 28
表3-4 服務品質之衡量問項 29
表3-5 企業形象之衡量問項 30
表3-6 顧客忠誠度之衡量問項 31
表3-7 SEM配適指標 37
表4-1 問卷回收統計表 38
表4-2 基本資料統計表 39
表4-3 填答者對價格問項同意程度 43
表4-4 填答者對品牌延伸問項同意性程度 44
表4-5填答者對網路口碑問項同意性程度 45
表4-6 填答者對服務品質問項同意性程度 46
表4-7填答者對企業形象問項同意性程度 47
表4-8 填答者對顧客忠誠度問項同意性程度 48
表4-9 填答者性別與各構面之ANOVA檢定 49
表4-10填答者年齡與各構面之ANOVA檢定 50
表4-11填答者教育程度與各構面之ANOVA檢定 51
表4-12填答者月收入與各構面之ANOVA檢定 52
表4-13填答者出發地與各構面之ANOVA檢定 53
表4-14組織變革之KMO與Bartlett檢定 54
表4-15第一次服務品質問項因素分析表 55
表4-16 第三次服務品質問項因素分析表 57
表4-17 各構面信度分析 58
表4-18第一次驗證性因素分析模式之各適配度指標 61
表4-19各第一次驗證性因素分析模式問項之標準化負荷量 61
表4-20第二次驗證性因素分析模式之各適配度指標 63
表4-21第二次驗證性因素分析模式各問項之標準化負荷量 64
表4-22收斂效度分析 66
表4-23區別效度分析 67
表4-23結構方程模式之適配度指標 70
表4-24 結構方程模式之配適度指標比較 72
表4-25 對立模式的結構方程模式的最終模式之路徑係數估計結果 73
表4-26 結構方程模式的最終模式之路徑係數估計結果 75
表4-27 研究假設驗證結果彙整表 77


圖目錄
圖1-1民航局統計近十年各機場進出人數趨勢 1
圖1-2民航局統計近十年各機場進出旅客人數增減率 2
圖1-3民航局統計近十年各機場進出旅客人數及上年比較增減率 2
圖1-4 研究流程圖 6
圖2-1目前飛航台灣的低成本航空之航線 12
圖3-1 研究架構圖 23
圖4-1 驗證性因素分析圖 60
圖4-2 SEM關係路徑圖 69
圖4-3 對立模式架構圖 71
圖4-4 對立模式之結構方程式的最終關係路徑圖 73
圖4-5 結構方程模式的最終關係路徑圖 74
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三、  網站資料
1. 交通部民用航空局: http://www.caa.gov.tw
2. 交通部觀光局: http://taiwan.net.tw/
3. 復興航空:www.tna.com.tw
4. 台灣虎航: http://www.tigerair.com/tw/zh/
5. 捷星亞洲航空:http://www.jetstar.com/us/en/home
6. 酷航:http://www.flyscoot.com/index.php/zhtw/
7. 宿霧太平洋航空:www.cebupacificair.com
8. 德威航空:www.twayair.com.tw
9. 易斯達航空:www.eastarjet.com.tw
10. 亞洲航空:www.airasia.com
11. 樂桃航空:www.flypeach.com/tw/home.aspx
12. 釜山航空:http://www.airbusan.com/AB/airbusan/CN/main.jsp
13. 香草航空:www.vanilla-air.com/tw
14. 香港快運:www.hkexpress.com
15. 春秋航空:www.china-sss.com
16. 威航:www.flyvair.com
17. 越捷航空:www.vietjetair.com/Sites/Web/en-US/Home
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