廉價航空預購輔助產品的消費價值對購買意願之影響

CCUR > College of Business > Department of Tourism & Graduate Institute of Tourism Industry > Thesis > Item 987654321/51783

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51783

Title:	廉價航空預購輔助產品的消費價值對購買意願之影響 Effects of Low-Cost Carrier Preorder Ancillaries Consumption Value on Purchase Intention
Authors:	李靜怡
Contributors:	觀光事業學系
Keywords:	廉價航空預購輔助產品消費價值購買意願價格促銷特殊性產品 Low-Cost Carrier Preorder Ancillaries Consumption Value Purchase Intention Price Promotion Specific product
Date:	2022
Issue Date:	2023-03-22 15:25:36 (UTC+8)
Abstract:	廉價航空透過低票價來吸引消費者搭乘，並銷售輔助產品費用以獲得更高的營收，本研究目的為(1)以Sheth消費價值探討消費者預購廉航輔助產品之功能、社會、情感、探知及情境價值；(2)了解影響消費者預購廉航輔助產品意願之主要消費價值；(3)了解在價格促銷及特殊性產品的情境下消費者預購廉航機上餐之意願。研究對象分別為2018至2020年搭乘廉航時滿18歲(含)以上且有飛航臺灣航點的廉航旅客或廉航潛在顧客。本研究以問卷調查法開放式問卷於網路進行調查，透過敘述性統計及內容分析法探討消費者預購廉航輔助產品之功能、社會、情感、探知及情境價值；以問卷調查法於網路進行調查，透過驗證性因素及迴歸分析，功能、負面情感及情境價值為主要影響消費者預購廉航輔助產品意願之因素；最後以實驗設計法於文化大學現場發放問卷，透過二因子變異數分析及獨立樣本t檢定分析，消費者預購米其林餐的意願在有價格折扣時較高、但預購一般餐的意願在有沒有價格折扣並無顯著差異；消費者預購米其林餐的意願低於預購一般餐的意願，特殊性產品並沒有提高消費者意願。本研究結果可作為廉航在制定行銷策略及設計輔助產品的參考。 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.
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