臺灣博碩士論文加值系統

ABSTRACT

The purpose of this paper is to propose an approach to the international market segmentation, which provides a comprehensive analysis on how social media platforms affect airline passenger’s adoption of Full Service Carriers (FSC) and Low Cost Carriers (LCC). Based on the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2), the variables that are investigated are Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price-Saving Orientation, and Habit (Independent Variables). The seven independent variables that were applied in this research were used to see their relationship to Behavioral Intention (Dependent Variable) between Full Service Carriers passengers and Low Cost Carrier passengers to identify whether there are differences amongst the two groups.

The data were analyzed to illustrate whether the independent variables influences the dependent variable that allows the comparison between the two differing carriers. The results illustrates that there are significant differences for Performance Expectancy, Effort Expectancy, Hedonic Motivation, Price-Saving Orientation, and Habit towards Behavioral Intention between Full Service Carrier passengers and Low Cost Carrier passengers. However, Social Influence and Facilitating Conditions does not have significant differences towards Behavioral Intention between Full Service Carrier passengers and Low Cost Carrier passengers. According to the results, the imposed marketing strategies for the two carriers have various differences in order to stay competitive in their own way, in the same market segment, which caters to new or existing customers for the benefit of the carrier.

CONTENTS

ABSTRACT iii
ACKNOWLEDGEMENTS iv
CONTENTS v
LIST OF TABLES ix
LIST OF FIGURES xii
LIST OF FORMULAS xiii
CHAPTER ONE: INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Questions 3
1.3 Research Objectives and Contributions 4
1.4 Research Procedure 4
1.4.1 Academic Contributions 4
1.4.2 Practical Contributions 5
1.5 Research Procedure 5
1.6 Research Structure 6
CHAPTER TWO: LITERATURE REVIEW 8
2.1 Differences Between Full Service Carriers and Low Cost Carrier 8
2.2 Dimensional Differentiation 10
2.3 Operating Component Costs 12 2.4 Social Media 14
2.5 UTAUT2 17
Performance Expectancy 18
Effort Expectancy 18
Social Influence 18
Facilitating Conditions 19
Hedonic Motivation 19
Price-Saving Orientation 19 Habit 20
Behavioral Intention 20
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY 22
3.1 The Conceptual Framework 22
3.2 Hypotheses Development 24
3.3 Research Design 24
3.4 Sampling Plan 25
3.5 Main Study 25
3.6 Construct Measurement 26
3.6.1 Measurement of Independent Variables 26
Performance Expectancy 26
Effort Expectancy 27
Social Influence 28
Facilitating Conditions 29
Hedonic Motivation 29
Price-Saving Orientation 30
Habit 30
3.6.2 Measurement of Dependent Variable 31
Behavioral Intention 31
3.7 Demographic Profile of Respondents 32
3.8 Data Analysis Procedure 33
3.8.1 Descriptive Statistic Analysis 33
3.8.2 Factor Analysis 33
3.8.3 Item-to-Total Correlation 34
3.8.4 Internal Consistency Analysis 34
3.8.5 Confirmatory Factor Analysis 34
3.8.6 Multiple Regression Analysis 34
3.8.7 z-Statistics for the Difference between Two Regression Coefficients 34
CHAPTER FOUR: RESEARCH ANALYSIS AND RESULTS 36
4.1 Descriptive Analysis 36
4.1.1 Data Collection 36
4.1.2 Characteristics of Respondents 36
4.1.3 Measurement results of Relevant Variables 40
4.2 Factor Analysis and Reliability Tests 45
4.2.1 Performance Expectancy for Full Service Carrier Passengers 47
4.2.2 Effort Expectancy for Full Service Carrier Passengers 47
4.2.3 Social Influence for Full Service Carrier Passengers 49
4.2.4 Facilitating Conditions for Full Service Carrier Passengers 49
4.2.5 Hedonic Motivation for Full Service Carrier Passengers 51
4.2.6 Price-Saving Orientation for Full Service Carrier Passengers 51
4.2.7 Habit for Full Service Carrier Passengers 53
4.2.8 Behavioral Intention for Full Service Carrier Passengers 53
4.2.9 Performance Expectancy for Low Cost Carrier Passengers 55
4.2.10 Effort Expectancy for Low Cost Carrier Passengers 55
4.2.11 Social Influence for Low Cost Carrier Passengers 57
4.2.12 Facilitating Conditions for Low Cost Carrier Passengers 57
4.2.13 Hedonic Motivation for Low Cost Carrier Passengers 59
4.2.14 Price-Saving Orientation for Low Cost Carrier Passengers 59
4.2.15 Habit for Low Cost Carrier Passengers 61
4.2.16 Behavioral Intention for Full Service Carrier Passengers 61
4.3 Confirmatory Factor Analysis 61 4.3.1 Confirmatory Factor Analysis for Full Service Carrier Passengers 61
4.3.2 Confirmatory Factor Analysis for Low Cost Carrier
Passengers 65
4.4 Multiple Regression 69
4.4.1 The Effect of Performance Expectancy on Behavioral Intention of Full Service Carrier Passengers and Low Cost Carrier Passengers 69
4.4.2 The Effect of Effort Expectancy on Behavioral Intention of Full Service Carrier Passengers and Low Cost Carrier Passengers 70
4.4.3 The Effect of Social Influence on Behavioral Intention of Full Service Carrier Passengers and Low Cost Carrier Passengers 71
4.4.4 The Effect of Facilitating Conditions on Behavioral Intention of Full Service Carrier Passengers and Low Cost Carrier Passengers 72
4.4.5 The Effect of Hedonic Motivation on Behavioral Intention of Full Service Carrier Passengers and Low Cost Carrier Passengers 73
4.4.6 The Effect of Price-Saving Orientation on Behavioral Intention of Full Service Carrier Passengers and Low Cost Carrier Passengers 74
4.4.7 The Effect of Habit on Behavioral Intention of Full Service Carrier Passengers and Low Cost Carrier Passengers 75
4.4.8 The Summary of the Effect of Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price-Saving Orientation and Habit on Behavioral Intention of Full Service Carrier Passengers and Low Cost Carrier Passengers 76
CHAPTER FIVE: CONCLUSIONS AND DISCUSSIONS 79
5.1 Research Conclusions 79
5.2 Suggestions and Implications 81
5.2.1 Implications for Academic Researchers 81
5.2.2 Practical Implications 81
5.3 Research Limitations and Future Research Directions 81
REFERENCES 83
APPENDICES 89
Appendix 1: English Questionnaire 89
Appendix 2: Chinese Questionnaire 95

LIST OF TABLES

Table 3-1 Measurement Items for Performance Expectancy 27
Table 3-2 Measurement Items for Effort Expectancy 28
Table 3-3 Measurement Items for Social Influence 28
Table 3-4 Measurement Items for Facilitating Conditions 29
Table 3-5 Measurement Items for Hedonic Motivation 30
Table 3-6 Measurement Items for Price-Saving Orientation 30
Table 3-7 Measurement Items for Habit 31
Table 3-8 Measurement Items for Behavioral Intention 32
Table 3-9 Measurement Items for Demographic Profile 33
Table 4-1 Characteristics of Respondents: Full Service Carriers (n=325) 37
Table 4-2 Characteristics of Respondents: Low Cost Carriers (n=325) 39
Table 4-3 Descriptive Analyses for Full Service Carriers 41
Table 4-4 Descriptive Analyses for Low Cost Carriers 43
Table 4-5 Results of Factor Analysis and Reliability Test on Performance
Expectancy for Full Service Carriers 46
Table 4-6 Results of Factor Analysis and Reliability Test on Effort Expectancy for Full Service Carriers 46
Table 4-7 Results of Factor Analysis and Reliability Test on Social Influence for Full Service Carriers 48
Table 4-8 Results of Factor Analysis and Reliability Test on Facilitating Conditions for Full Service Carriers 48
Table 4-9 Results of Factor Analysis and Reliability Test on Hedonic Motivation for Full Service Carriers 50
Table 4-10 Results of Factor Analysis and Reliability Test on Price-Saving Orientation for Full Service Carriers 50
Table 4-11 Results of Factor Analysis and Reliability Test on Habit for Full Service Carriers 52
Table 4-12 Results of Factor Analysis and Reliability Test on Behavioral Intention for Full Service Carriers 52
Table 4-13 Results of Factor Analysis and Reliability Test on Performance Expectancy for Low Cost Carriers 54
Table 4-14 Results of Factor Analysis and Reliability Test on Effort Expectancy for Low Cost Carriers 54
Table 4-15 Results of Factor Analysis and Reliability Test on Social Influence for Low Service Carriers 56
Table 4-16 Results of Factor Analysis and Reliability Test on Facilitating Conditions for Low Cost Carriers 56
Table 4-17 Results of Factor Analysis and Reliability Test on Hedonic Motivation for Low Cost Carriers 58
Table 4-18 Results of Factor Analysis and Reliability Test on Price-Saving Orientation for Low Cost Carriers 58
Table 4-19 Results of Factor Analysis and Reliability Test on Habit for Low Cost Carriers 60
Table 4-20 Results of Factor Analysis and Reliability Test on Behavioral Intention for Low Cost Carriers 60
Table 4-21 Results of Confirmatory Factor Analysis for Full Service Carriers 62
Table 4-22 Results of Confirmatory Factor Analysis for Low Cost Carriers 66
Table 4-23 Regression Coefficient Estimates of the Effect of Performance Expectancy on Behavioral Intention of Full Service Carriers and Low Cost Carriers 69
Table 4-24 Regression Coefficient Estimates of the Effect of Effort Expectancy on Behavioral Intention of Full Service Carriers and Low Cost Carriers 70
Table 4-25 Regression Coefficient Estimates of the effect of Social Influence on Behavioral Intention of Full Service Carriers and Low Cost Carriers 71
Table 4-26 Regression Coefficient Estimates of the Effect of Facilitating Conditions on Behavioral Intention of Full Service Carriers and Low Cost Carriers 72
Table 4-27 Regression Coefficient Estimates of the Effect of Hedonic Motivation on Behavioral Intention of Full Service Carriers and Low Cost Carriers 73
Table 4-28 Regression Coefficient Estimates of the Effect of Price-Saving Orientation on Behavioral Intention of Full Service Carriers and Low Cost Carriers 74
Table 4-29 Regression Coefficient Estimates of the Effect of Habit on Behavioral Intention of Full Service Carriers and Low Cost Carriers 75
Table 4-30 Summary for Seven Regression Coefficient Estimates of the Effect of Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price-Saving Orientation and Habit on Behavioral Intention of Full Service Carriers and Low Cost Carriers 77
Table 5-1 Hypotheses and Results of Empirical Tests 79

LIST OF FIGURES

Figure 1.1 Flow Chart of Research Procedures 6
Figure 2.1 Differences Between Full Service Carriers and Low Cost Carriers 9
Figure 2.2 Carrier Characteristics 10
Figure 2.3 The Potential Dimensions of Managerial Differentiation 11
Figure 2.4 Full Service Carriers Operating Component Costs 13
Figure 2.5 Low Cost Carriers Operating Component Cost 14
Figure 2.6 Models and Theories Integrated in the UTAUT 17
Figure 3.1 Conceptual Framework 23
Figure 4.1 Result of Confirmatory Factor Analysis for Full Service Carriers 64
Figure 4.2 Result of Confirmatory Factor Analysis for Low Cost Carriers 68

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