1967年，美國西南航空(Southwest Airline)以低成本營運模式，打破了當時經濟衰退的市場，同時展開以廉價航空為名的航空業市場。近年來，廉價航空的市場逐漸在亞洲地區蓬勃發展，臺灣也於2014年建立了威航(V air)以及臺灣虎航(Tigerair Taiwan)兩家廉價航空公司。隨著廉價航空之加入營運，大幅增加臺灣航空業間的競合，也逐漸的改變國人選擇搭乘的習慣。而搭乘廉價航空的顧客擁有較高的價格關切程度，以及在廉價航空基礎票價下依自我的需求選擇購買廉價航空的額外付費服務，針對所購買的額外付費服務的知覺價值是否有提升、額外付費服務是否滿意以及未來是否會再購買額外付費服務等行為意圖。
本研究以結構化的問卷，選擇搭乘過廉價航空且有購買過額外付費服務的消費者做為本研究的填答者，透過個人臉書(Facebook)、愛廉航臉書粉絲專頁以及批踢踢實業坊(PTT)進行問卷的發放。針對顧客的價格意識、顧客購買廉價航空額外付費服務的知覺價值、顧客滿意度以及行為意圖，進一步的進行研究探討。研究結果顯示，顧客的價格意識對顧客購買廉價航空額外付費服務的知覺價值、顧客滿意度以及行為意圖都呈現正向的影響。顧客購買廉價航空額外付費服務的知覺價值對顧客滿意度及行為意圖也都呈正向影響。最後，顧客購買廉價航空額外付費服務的顧客滿意度對行為意圖的結果也呈現正向的影響。
Since 1967, Southwest Airline from America had started a new marketing in airline industry with its low cost business model and also named Low Cost Carriers (LCC). The Low Cost Carriers marketing had gradually vigorous develop in Asia. Taiwan had also establish LCC companies, such as V air and Tiger Taiwan. With LCC join the service, it creates more competition through the airline industry in Taiwan, and also change the habit that our compatriot chooses form taking aviation gradually. People who takes LCC which means they are highly care about the price. With knowing the rules and the basic price that LCC provide, and purchasing the add-on service that fit for what we need. Which turn into our purpose to understand the relationship between the customer’s price consciousness, customer’s perceived value, customer satisfaction and behavioral intention by purchasing LCC add-ons service.
The result indicates customer‘s perceived value, customer satisfaction and behavioral intention on purchasing LCC add-ons services which has positive effect by customer’s price consciousness. The perceived value on purchasing LCC add-ons services has positive effect on customer satisfaction and behavioral intention. Last, the customer satisfaction on purchasing LCC add-ons services also has positive effect on behavioral intention.
