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研究生:高羚豪
研究生(外文):Kao, Ling-Hao
論文名稱:廉價航空公司機票價格與促銷對購買意願之說服效果-以風險知覺為干擾變項
論文名稱(外文):The Relationships Among Ticket Price, Promotion Programs and Purchasing Intention of The Low Cost Carriers – The Moderating Effect of Perceived Risk
指導教授:江莞兒江莞兒引用關係
指導教授(外文):Chiang, Wan-Erh
口試委員:林希軒鍾易詩
口試日期:2011-06-15
學位類別:碩士
校院名稱:輔仁大學
系所名稱:餐旅管理學系碩士班
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:95
中文關鍵詞:廉價航空價格知覺促銷風險知覺購買意願
外文關鍵詞:Low Cost CarriersPrice PerceptionPromotional ProgramsRisk PerceptionBuying Preference
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近年來,隨著台灣景氣的復甦,帶動台灣旅遊產業的蓬勃發展,國內已有越來越多的人想藉著出國旅遊,放鬆身心,因此,亦帶動航空業的競爭日趨白熱化。消費者在面對航空公司揭露的機票價格時,會在心中產生便宜或昂貴的感受,即價格知覺的產生,進而影響其購買意願。此外,航空公司推出促銷方案時,往往會引起消費者的熱烈迴響。但是,消費者在面對過低或過高的價格,以及促銷活動,往往會產生產品品質的負面訊號,擔心產品是否無法達到預期效果、產品之服務是否不夠完善、或是產品是否會造成生命威脅等風險知覺的問題。因此,本研究將運用三因子實驗設計法,進行2(高價格知覺/低價格知覺)×2(價格折扣/隨附贈品)×2(高風險知覺/低風險知覺)之實驗,探討消費者面對廉價航空公司之機票價格及促銷方案,是否會受到價格知覺的干擾效果,進而影響其購買意願。本研究發現,價格知覺會顯著影響消費者的購買意願,但促銷方案不會顯著影響消費者的購買意願。而價格知覺、促銷方案、與風險知覺的交互效果達顯著,表示三者間會交互影響消費者的購買意願,其中,消費者於高價格知覺的情境下,風險知覺與促銷方案的產品組合達顯著效果,消費者對低風險知覺與價格折扣的產品購買意願最高。
In recent years, with the recovery economy of Taiwan, it’s led the vigorous development of the tourism industry. More and more people want to be relax by travel abroad. Therefore, aviation industry competition has become increasingly. Consumers face the airline ticket prices revealed, they will think cheap or expensive in their mind. It will effects their consume preference. In addition, when the airlines hold a promotion program, it’s always causing an enthusiastic response from consumers. However, consumers faced with too low or too high price, and promotional activities, often yields negative signal quality. Consumers worry about product cannot achieve the expect effects, or product service is deficient, or product is causing life-threatening risk perception. Therefore, this study will use three factor experimental design method, include 2 (high/low price) × 2 (price discounts/free gifts) × 2 (high risk perception/low-risk perception). Using experiment on the airline's ticket prices and promotional program to know consumer will or not be effect of the risk perception, thereby affecting their buying preference. This study found that price perception affect consumer’s buying preference significantly. Nevertheless, promotional program affect consumer’s buying preference not significantly. This study also found that price perception, promotional program, and risk perception have interaction effect significantly. Therefore, three variables will affect consumer’s buying preference mutually. And the combination of risk perception and promotional program case will have significantly in the high price perception situation. That is consumer will has high buying preference when face the low price perception and price discount situation.
第一章 緒論…………………………………………………………………………1
第一節 研究背景與動機…………………………………………………………1
第二節 研究目的…………………………………………………………………3
第三節 研究流程…………………………………………………………………4
第二章 文獻探討……………………………………………………………………5
第一節 價格知覺…………………………………………………………………5
第二節 促銷……………………………………………………………………12
第三節 風險知覺………………………………………………………………19
第四節 購買意願………………………………………………………………27
第三章 研究方法…………………………………………………………………28
第一節 前測……………………………………………………………………28
第二節 正式實驗………………………………………………………………35
第三節 問卷設計、發放與統計方法…………………………………………41
第四章 研究結果…………………………………………………………………43
第一節 前測結果………………………………………………………………43
第二節 樣本基本資料…………………………………………………………44
第三節 價格知覺與促銷方案對購買意願的差異……………………………50
第四節 價格知覺、促銷方案、風險知覺對購買意願的交互效果…………52
第五章 結論與建議………………………………………………………………60
第一節 結論……………………………………………………………………60
第二節 研究貢獻………………………………………………………………62
第三節 研究限制與建議………………………………………………………63
參考文獻……………………………………………………………………………64
附錄…………………………………………………………………………………76
版本一廣告及問卷(低價格知覺與價格折扣)………………………………76
版本二廣告及問卷(低價格知覺與免費贈品)………………………………81
版本三廣告及問卷(高價格知覺與價格折扣)………………………………86
版本四廣告及問卷(高價格知覺與免費贈品)………………………………91

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