社交網路接受度對行為意圖之影響-差異比較傳統航空公司和廉價航空公司

CCUR > College of International Studies and Foreign Languages > English Program of Global Business > Thesis > Item 987654321/33705

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/33705

Title:	社交網路接受度對行為意圖之影響-差異比較傳統航空公司和廉價航空公司 Effect of Social Media Adoption on Behavioral Intention - A Comparative Study Between Full Service and Low Cost Carriers
Authors:	林建利
Contributors:	全球商務碩士學位學程碩士班
Keywords:	Airline Passengers Full Service Carriers Low Cost Carriers Social Media UTAUT2
Date:	2016-05
Issue Date:	2016-08-17 14:12:38 (UTC+8)
Abstract:	The purpose of this paper is to propose an approach to the international market segmentation, which provides a comprehensive analysis on how social media platforms affect airline passenger’s adoption of Full Service Carriers (FSC) and Low Cost Carriers (LCC). Based on the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2), the variables that are investigated are Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price-Saving Orientation, and Habit (Independent Variables). The seven independent variables that were applied in this research were used to see their relationship to Behavioral Intention (Dependent Variable) between Full Service Carriers passengers and Low Cost Carrier passengers to identify whether there are differences amongst the two groups. The data were analyzed to illustrate whether the independent variables influences the dependent variable that allows the comparison between the two differing carriers. The results illustrates that there are significant differences for Performance Expectancy, Effort Expectancy, Hedonic Motivation, Price-Saving Orientation, and Habit towards Behavioral Intention between Full Service Carrier passengers and Low Cost Carrier passengers. However, Social Influence and Facilitating Conditions does not have significant differences towards Behavioral Intention between Full Service Carrier passengers and Low Cost Carrier passengers. According to the results, the imposed marketing strategies for the two carriers have various differences in order to stay competitive in their own way, in the same market segment, which caters to new or existing customers for the benefit of the carrier.
Appears in Collections:	[English Program of Global Business] Thesis

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