臺灣博碩士論文加值系統

　　航空產業提供顧客偏好選擇之付費服務占公司營收之比重已呈上升趨勢。中華航空為台灣第一家設立之航空公司，歷經60年之專業營運與轉型成長，各項優質服務與產品創新屢獲國內外肯定，連續4年獲得道瓊永續指數(dow jones sustainability indices, DJSI )肯定，並於2020榮獲全球航空業第3名的佳績。
　　本文探討中華航空公司品牌形象與付費選位購買意願之關係，進一步就品牌形象的三個構面：功能性、象徵性與經驗性，釐清跨域顧客行為對中華航空付費選位購買意願影響的干擾。問卷發放擷取兩岸工商發達與人均所得較高之一線城市，如上海、北京、西安、台北、桃園等。中國大陸及臺灣分別發放204份與338份，總計542份。
　　本研究重要發現如下：1. 中華航空品牌形象對付費選位購買意願之影響呈現顯著正相關。2. 品牌形象子構面部份，品牌形象之功能性與象徵性與中華航空付費選位購買意願存在顯著正相關。3. 兩岸顧客行為於中華航空品牌形象之功能性對付費選位購買意願的影響會產生干擾。台灣顧客在品牌形象之功能性對付費選位購買意願的影響程度，會比大陸顧客來得更強。

　　Airline ancillary services play a progressively important role in the aviation industry. After 60 years of professional operation and transformation, its quality service and product innovation have been repeatedly recognized at home and abroad, and it has been recognized by the Dow Jones Sustainability Indices (DJSI), and won the third place in the global aviation industry in 2020.
　　The purpose of this study is to explore the effect of brand image to intention of paid seat selection on China Airlines. The questionnaires were distributed from the Cross-Strait first-tier cities, with well-developed in business and industry and higher income per capita such as Shanghai, Beijing, Xi'an, Taipei and Taoyuan. A total of 542 questionnaires were recovered, 338 and 204 from Taiwan and the Mainland China, respectively.
　　The important findings of this research are as follows: 1. China Airlines' brand image positively affects intention of paid seat selection. 2. As part of the brand image sub-facet, the functionality and symbolism of the brand image are significantly related to China Airlines' paid seat selection and purchase intentions. 3. The functionality of Cross-Strait customer behavior in China Airlines' brand image will interfere with the influence of paid seat selection and purchase intention.

中文摘要　．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．． 5
　　第三節　　研究範疇．．．．．．．．．．．．．． 6
第四節　　研究流程．．．．．．．．．．．．．． 9
第二章　　文獻探討．．．．．．．．．．．．．．．． 11
　　第一節　　品牌形象．．．．．．．．．．．．．． 11
　　第二節　　購買意願．．．．．．．．．．．．．． 15
　　第三節　　研究假設．．．．．．．．．．．．．． 16
第三章　　研究方法．．．．．．．．．．．．．．．． 21
　　第一節　　研究架構．．．．．．．．．．．．．． 21
　　第二節　　資料來源與蒐集．．．．．．．．．．． 22
　　第三節　　變數之定義與衡量．．．．．．．．．． 22
　　第四節　　資料分析．．．．．．．．．．．．．． 25
第四章　　資料分析與討論．．．．．．．．．．．．． 27
　　第一節　　敘述性統計．．．．．．．．．．．．． 27
　　第二節　　信度分析．．．．．．．．．．．．．． 32
　　第三節　　相關係數分析．．．．．．．．．．．． 33
　　第四節　　獨立T檢定分析．．．．．．．．．．． 34
　　第五節　　迴歸分析．．．．．．．．．．．．．． 35
第五章　　研究發現、管理意涵與後續研究建議．．．． 41
　　第一節　　研究發現．．．．．．．．．．．．．． 41
　　第二節　　管理意涵．．．．．．．．．．．．．． 42
　　第三節　　對後續研究的建議．．．．．．．．．． 45
參考文獻　　．．．．．．．．．．．．．．．．．．． 47
附錄　　研究問卷．．．．．．．．．．．．．．．．． 54

一、中文部分

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