臺灣博碩士論文加值系統

綜觀台灣地區航空運輸業，航空公司面臨之競爭日趨激烈，忠誠顧客的維持日益困難，因此航空公司企圖以更好的服務品質、聯名卡與常飛旅客酬賓計劃等各種行銷方式，加深顧客對航空公司之品牌印象，進而產生品牌權益與品牌偏好，增加願意購買該航空公司機位的可能性，除了品牌權益與品牌偏好外，轉換成本對於其關聯性亦會產生重要的影響。因此本研究探討航空公司之品牌權益、品牌偏好與購買意願三者之關係，並納入轉換成本為干擾變數，探討其對於關係模式之影響。本研究和以往研究主要的不同在於，過去研究多探討服務品質、顧客權益、顧客忠誠間的關係，而本研究則是將品牌權益視為主要影響因素並加入轉換成本進行深入探討。
本研究以飛航台灣之國際航空公司為研究對象，採取便利抽樣方式以出境旅客為主要問卷發放對象，共回收480份問卷，利用結構方程模式研究作為資料分析的主要方法，所得之重要結論為：(1)品牌權益對於品牌偏好與購買意願皆會產生正向影響；(2)品牌偏好會影響購買意願，且品牌權益會間接透過品牌偏好加強對購買意願的影響；(3)在高轉換成本下，三者的關係會更強烈，而低轉換成本時，雖然品牌權益無法直接影響購買意願，但透過品牌偏好可間接對購買意願產生影響。
顯示當消費者對於航空公司具有一定正向品牌權益與偏好時，消費者會願意(再)購買並且推薦他人；長期而言，航空公司可留住忠誠顧客、亦可吸引新消費者，並能建立不易模仿的競爭優勢、持續獲利與永續經營。

Gradually, competitions in Taiwan aviation industry are becoming fierce. Therefore, it is more difficult to attract new customers than ever. Airlines try to provide better service quality, or use various marketing programs to enhance the brand image of customer which in turn create brand equity and brand preference, finally increase the likelihood of purchase intention. However, when customers are considering buying tickets, besides band equity and brand preference the switching costs also play an important role. Hence the purpose of this study is not only to explore the relationships among brand equity, brand preference and purchse intention for Taiwanese airline, but also how switching costs moderate the relationships.
The study was conducted by the convenience sampling and there were 480 copies of questionnaires of departing passengers from Taoyuan International Airport. Retrieved valid rate was 95% and the model was analyzed by Structure Equation Model.
The major findings are as follows: First, brand equity is significantly, positively related to brand preference and purchase intention, respectively. Second, brand preference can directly influence purchase intention, and that brand preference is an intervening variable between brand equity and purchase intention. Third, the relationships among three factors will be stronger when customers feel high switching cost. And under the situation of low switching cost, brand equity does not influence purchase intention directly, but indirectly via brand preference.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與對象 3
第四節 研究流程 3
第五節 論文架構 5
第二章 文獻回顧 6
第一節 航空運輸業定義及特性 6
第二節 購買意願之定義及重要性 13
第三節 品牌權益及對購買意願之影響 14
第四節 品牌偏好及對購買意願的影響 19
第五節 轉換成本及其影響 21
第三章 研究設計 24
第一節 研究架構 24
第二節 研究變數的操作型定義、衡量與問卷設計 25
第三節 資料收集與抽樣方式 29
第四節 資料分析方法 30
第四章 實證分析 33
第一節 樣本資料描述 33
第二節 主要變數之敘述性分析 36
第三節 測量模式之驗證性因素分析 38
第四節 主要變數之差異性分析 42
第五節 整體關係模式分析 47
第六節 轉換成本對整體關係模式干擾效果分析 56
第五章 結論與建議 72
第一節 研究結論 72
第二節 實務上的建議 73
第三節 研究限制及後續研究建議 75
參考文獻 76
一、中文部份 76
二、英文部份 79
附錄一 問卷調查表 84
附錄二 社經變數與主要變數交叉平均表 87

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塗文泉(民93)。航空公司服務品質與顧客滿意度之研究—以中華航空與長榮航空為例。台北大學企管學系碩士論文。
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