彩繪機客艙氛圍、體驗情緒、體驗價值與社群媒體分享意圖之研究－以長榮航空彩繪機為例

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Title:	彩繪機客艙氛圍、體驗情緒、體驗價值與社群媒體分享意圖之研究－以長榮航空彩繪機為例 Cabin Ambience, Experiential Emotion, Experiential Value Effect of Sharing Intentions on Social Media - A Case Study of EVA Airways Livery Jet
Authors:	周海寧
Contributors:	觀光事業學系
Keywords:	客艙氛圍體驗情緒體驗價值社群媒體分享意圖 Cabin Ambience Experiential Emotion Experiential Value Sharing Intentions on Social Media
Date:	2019
Issue Date:	2019-08-29 10:39:10 (UTC+8)
Abstract:	以往的企業視商品與價格為競爭利器，近年來逐漸轉為以服務體驗為主，航空業者也感受到消費體驗、心情比物質對消費者更有說服力，因此許多航空公司紛紛透過了異業結盟的方式，提升附加價值的服務來吸引更多的旅客，例如:長榮航空與三麗鷗家族推出彩繪機活動，營造出獨特主題式的搭乘體驗。故本研究主要目的為瞭解客艙氛圍對於消費者體驗情緒、體驗價值與社群媒體分享意圖之影響。本研究使用問卷調查，並採用立意抽樣法；問卷發放地點為桃園國際機場，調查對象為過去一年間搭乘過長榮航空三麗鷗家族彩繪機亞洲航線之經濟艙旅客，共計回收430份有效問卷，並以SPSS進行問卷分析。根據研究結果提出具體建議，以供未來實務應用及後續研究參考，而研究結果證實：客艙氛圍對體驗情緒與體驗價值均有顯著影響，而體驗情緒、體驗價值均對社群媒體分享意圖有顯著影響，此外，旅客對於客艙氛圍中的社會因素與設計因素有較高的認知，而對於體驗價值中的服務優越性構面有較高的感受，因此航空公司應更著重於客艙內部主題設計以及強化人員訓練，帶給旅客一趟別緻的飛行體驗。 With the change of consumption patterns, the differentiation in products and the service has become the key factors to survive in the competitive market. One way to do so is for airlines to adopt strategic aircraft liveries campaign. There are lots of airlines adopt aircraft liveries trying to attract consumers attention, e.g. EVA Airways Hello kitty jets. Themed jets create a distinctive ambience that could stimulate consumer's experience. However, the relationship between consumer behaviors and ambience has gain increasing attention in the service industry. Consequently, the purpose of this study was to investigate the influence of cabin ambience on passenger’s experiential emotion, experiential value, and sharing inten-tions on social media. The questionnaires were distributed at Taoyuan International Airport in Taiwan, A total of 430 valid questionnaires were collected, and SPSS was used to analyze. The results indicated all hypothese were supported. Findings of this study determined that cabin ambience could enhance passenger’s experiential emotion and experiential value. Moreover, the consumer’s experiential emotion and experien-tial value were positively influenced on sharing intentions on social media.
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