Low cost carrier mainly attract consumers to uses low fares, and charge fees for ancillaries to improve revenue. The purpose of this study is (1)to explore the functional, social, emotional, epistemic and conditional value of preorder ancillaries of low-cost carrier based on Sheth consumption value; (2)Understand the main consumption values that affect preorder ancillaries of low-cost carrier; (3)Understand consumers' willingness to preorder airline meals in the context of price promotion and special products. The subjects of this study were departed from passengers who was over 18 years old and who had ever destinations taken of low-cost carrier from Taiwan since 2018 to 2020 and potential customers of low-cost carrier. This study used the questionnaire method and open-ended questionnaire to investigate on the Internet. The functional, social, emotional, epistemic and conditional value of consumers' preorder of low-cost carrier ancillaries are discussed through narrative statistics and content analysis. Through confirmatory factor and regression analysis, the main consumption value is function, negative, emotional and conditional value are the main factors affecting purchase intention. Finally, the questionnaire was distributed at the PCCU with the experimental design method. Through two-way ANOVA and independent sample t-test, consumers' willingness to preorder Michelin meals was higher when there was a price discount, but there was no significant difference between the willingness to preorder ordinary meals and whether there was a price discount; Consumers' willingness to preorder Michelin meals is lower than that of ordinary meals, and special products do not improve consumers' willingness. This study can be as a reference for low-cost carrier to attract consumers to preorder ancillaries when making marketing strategies.
