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研究生:羅敏方
研究生(外文):Lo, Min-Fang
論文名稱:最低價格保證效果之探討-以航空業為例
論文名稱(外文):An Investigation into the Effect of Price-Matching Guaranteesin the Airline Industry
指導教授:鄭士蘋鄭士蘋引用關係
指導教授(外文):Jeng, Shih-Ping
口試委員:陳銘慧林秀芬
口試委員(外文):Chen, Ming-HueiLin, Hsiu-Fen
口試日期:2016-06-22
學位類別:碩士
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:28
中文關鍵詞:航空公司最低價格保證保證的可信度保證的價值購買意願
外文關鍵詞:Airline IndustryPrice-Matching GuaranteesPMG believabilityPMG valuePatronage Intention
相關次數:
  • 被引用被引用:0
  • 點閱點閱:110
  • 評分評分:
  • 下載下載:22
  • 收藏至我的研究室書目清單書目收藏:0
本研究探討航空公司最低價格保證的行銷策略。航空業的最低價格保證為航空公司在官方網站向消費者承諾,在一定時間內,針對完全相同的機票,航空公司保證官網一定是最低價。若非最低價,消費者在購買後可獲得補償的權利。本研究針對航空公司最低價格保證的條款(價差要求、補償幅度),會如何影響消費者對保證的可信度、價值以及購買意願。本研究採2(價差要求高/低)× 2(補償幅度高/低)之實驗設計,共計284份問卷。並以結構方程式分析資料,針對有搭機經驗之消費者進行問卷調查。研究結果發現,價差要求對保證的可信度呈正向影響,而補償幅度對保證的可信度與價值皆有正向的影響。另外,保證的可信度與價值亦正向影響購買意願。航空公司可妥善運用最低價格保證來提高消費者至官方網站購票的可能性。
The study investigates the airlines marketing strategy "price-matching guarantees" (PMG), it's airline’s policy and practice of promptly matching a lower price offered by other website on an identical airline ticket. We focus on the role of guarantee clauses (price difference requirement and depth of refund) and explores their relationship with consumer’s perception and intention.

By means of experimental design, this research manipulate price difference requirement, depth of refund and incorporate with PMG believability and PMG value as intervening variables to explore their influence on patronage intention by structural equation modeling (SEM).

The results indicated that price difference requirement have a positive effect on PMG believability. And depth of refund has a positive effect on PMG believability and PMG value. In addition, PMG believability and PMG value have a positive effect on shopping intention.

These finding helps airlines companies make strategies to increase the likelihood that the consumers patronize on website, then generating a competitive advantage in the market.

摘要 I
Abstract II
目錄 III
表目錄 IV
圖目錄 V
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
第二章 概念背景及文獻回顧與假設 4
2.1 概念背景 4
2.2 文獻回顧與假設 6
第三章 研究方法 9
3.1 研究變數之定義 9
3.2 研究設計 10
3.3 研究變數之衡量 12
3.4 研究對象與資料分析工具 14
第四章 研究結果 15
4.1 問卷回收與敘述統計分析 15
4.2 操弄檢定 18
4.3 信度與效度分析 19
4.4 Pearson相關分析 20
4.5 結構方程模式與假設驗證 21
第五章 研究結論與建議 23
5.1 研究結果 23
5.2 管理意涵 25
5.3 研究限制與建議 26
參考文獻 27


一、中文部分
1. 吳萬益(2011),企業研究方法,台北市:華泰文化出版社。
2. 李雲溪(2015),航企直銷渠道應提供最優價格保證,中國民航網,取自:http://www.caacnews.com.cn/newsshow.aspx?idnews=26901
3. 鄭士蘋、鄭迪(2008),「零售業買貴退差價保證與其他選擇方案的吸引力對消費者購買意願之影響」。輔仁管理評論,第15卷,第1期,頁1-16。
4. 顧萱萱、郭建志、彭員芝(2006),「消費者對零售商最低價格保證政策效果之評估:保證條款特徵考量」管理評論,第25卷,第3期,頁1–15。
二、英文部分
1. Biswas, A., Pullig, C., Yagci, M.I. and Dean, D.H. (2002), “Consumer Evaluation of Low Price Guarantees: The Moderating Role of Reference Price and Store Image,” Journal of Consumer Psychology, Vol. 12, No. 2, pp. 107-118.
2. Boulding, W. and Kirmani A. (1993), “A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality,” Journal of Consumer Research, Vol. 20, pp. 111-123.
3. Crespo-Almendros, E. and Del Barrio-García, S. (2016), “Online Airline Ticket Purchasing: Influence of Online Sales Promotion Type and Internet Experience,” Journal of Air Transport Management, Vol. 53, pp. 23-34.
4. Dan, R. (2004), Continental Sets New Low-Price Guarantee, USA Today, from http://usatoday30.usatoday.com/travel/news/2004-08-18-continental_x.htm
5. Dodds, W.B., Monroe, K.B. and Grewal, D. (1991), “Effects of Price, Brand and Store Information on Buyers’ Product Evaluation,” Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319.
6. Escobar-Rodríguez, T. and Carvajal-Trujillo, E. (2013), “Online Drivers of Consumer Purchase of Website Airline Tickets,” Journal of Air Transport Management, Vol.32, pp. 58-64.
7. Fornell, C. and Larcker, D. F. (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50.
8. Jeng, S. P., Huang, L. S., Chou, Y. J. and Teng, C. I. (2014) “Do Consumers Perceive Money-Back Guarantees as Believable? The Effects of Money-Back Guarantee Generosity, Store Name Familiarity, and Perceived Price,” Service Science, Vol. 6, No. 3, pp. 179-189.
9. Kimery, K. M. and McCord, M. (2002), “Third-Party Assurances: Mapping the Road to Trust in E-retailing,” Journal of Information Technology Theory and Application, Vol. 4, No. 2, pp. 63-82.
10. Koo, B., Mantin, B. and O’Connor, P. (2011) “Online Distribution of Airline Tickets: Should Airlines Adopt a Single or a Multi-Channel Approach?,” Tourism Management, Vol. 32, No. 1, pp. 69-74.
11. Kukar-Kinney, M. and Walters, R.G. (2003) “Consumer Perceptions of Refund Depth and Competitive Scope in Price-Matching Guarantees: Effects on Store Patronage,” Journal of Retailing, Vol. 79, No. 3, pp. 153-160.
12. Mittal, M. and Sethi, P. (2011) “The Effectiveness of Sales Promotion Tools among Indian Consumers: An Empirical Study,” Journal of Promotion Management, Vol. 17, No. 2, pp. 165-182.
13. Mobley, M. F., Bearden, W. O. and Teel, J. E. (1988), “An Investigation of Individual Responses to Tensile Price Claims,” Journal of Consumer Research, Vol. 15, No. 2, pp. 273-279.
14. Nielsen. (2014), Retrieved from http://www.nielsen.com/tw/zh/press-room/2014/news-2014-Taiwan-online-shopping.html
15. Nunnally, J. C. (1978). Psychometric Theory, New York: McGraw-Hill.
16. Ruiz-Mafé, C., Sanz-Blas, S. and Aldás-Manzano, J. (2009), “Drivers and Barriers to Online Airline Ticket Purchasing,” Journal of Air Transport Management, Vol.15, No.6, pp. 294-298.
17. Yu, S. F. (2008), “Price Perception of Online Airline Ticket Shoppers,” Journal of Air Transport Management, Vol.14, No.2, pp. 66-69.
18. Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality and Value: A Mean-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 52, pp. 2-22.
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