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研究生:黃幸鈴
研究生(外文):HUANG, HSING-LING
論文名稱:消費者對廉價航空之知覺風險、品牌信任及 忠誠度關係之研究
論文名稱(外文):The Relationships Among Consumer's Perceived Risk ,Brand Trust, and Loyalty for Low Fare Carrier.
指導教授:謝效昭謝效昭引用關係
指導教授(外文):Hsiao-Chao Hsieh
口試委員:謝文雀詹文男
口試日期:2015-05-26
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:51
中文關鍵詞:知覺風險品牌信任品牌忠誠度廉價航空
外文關鍵詞:perceived riskbrand trustbrand loyaltylow fare carrier
相關次數:
  • 被引用被引用:4
  • 點閱點閱:734
  • 評分評分:
  • 下載下載:110
  • 收藏至我的研究室書目清單書目收藏:1
過去的十年來,全球航空業有一個重要的結構性變化,那就是廉價航空的興起。目前全球已有近百家的低價航空公司,加劇航空業市場競爭現象。本研究以探討台灣地區消費者在選擇廉價航空時是否因消費者對廉價航空的知覺風險而改變其決策,首先探討知覺風險是否對廉價航空的品牌信任產生影響,進而探討對忠誠度的影響。本研究藉由文獻探討、設計問卷、實施發放後,以SPSS統計軟體進行模型分析,結果顯示廉價航空的知覺風險與品牌信任有負向顯著影響,且品牌信任對忠誠度有正向顯著影響,希望結果對於航空業者之經營有參考價值。
Over the past decade, the global aviation industry shows a crucial structural change—emerging of low fare carrier. Currently there are nearly a hundred of low fare carriers around the world, which results in more fierce competition in the aviation industry market. This study explores whether the consumers show perceived risk towards the low fare carrier, making them change the decision. At first, it explores whether the perceived risk shows influence on the brand trust of the low fare carrier, and then further explores its influence on the loyalty. After literature review, questionnaire design and distribution, the study conducts model analysis by using SPSS statistical software. The results show the perceived risk and brand trust of the low fare carrier show significantly negative influence, and the brand trust shows significantly positive influence on the loyalty. The results are expected to provide reference for the operation of the aviation operators.
中文摘要 I
英文摘要 II
謝詞 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 7
第三節 研究目的 9
第四節 研究內容及流程 10
第二章 文獻回顧 11
第一節 知覺風險 11
第二節 品牌信任 13
第三節 忠誠度 15
第三章 研究方法 17
第一節 研究架構與假設 17
第二節 問券設計 19
第三節 研究設計 23
第四節 資料統計分析方法 24
第四章 資料分析 25
第一節 消費者基本資料分析 25
第二節 信度與效度分析 27
第三節 敘述性統計分析 33
第四節 相關分析 35
第五節 回歸分析 36
第五章 結論與建議 38
第一節 研究結論 38
第二節 管理實務之意涵 40
第三節 研究限制與建議 43
參考文獻 44
附錄~問卷 47

參考文獻

中文部分
1.許心柔(2014),網路購物品牌形象、品牌信任、知覺價值、知覺風險對購買意願影響之研究,南華大學企業管理系管理科學碩士班碩士論文。
2.洪韶志(2007),航空旅客忠誠度之探討-以廉價航空為例,嘉義大學運輸與物流工程研究所碩士論文。
3.陳一鳴(2007),消費者選擇廉價航空之行為與情境研究,國立台灣海洋大學航運管理學系碩士學位論文。
4.陳玉屏(2006),從品牌利益觀點對品牌信任、品牌情感與品牌 關係品質影響之研究,逢甲大學 企業管理研究所碩士論文。
5.陳欣柔(2014),廉價航空公司顧客的知覺品值、知覺價值與滿意度知研究,國立高雄應用科技大學觀光與餐飲管理研究所碩士論文。
6.張正勳(2015),跨國網路交易平台之來源國形象、知覺風險、信任與購買意願關係之研究,大葉大學國際企業管理學系碩士班碩士論文。
7.陶宗怡(2010),價格知覺向度對旅遊紀念品價值意識之影響,天主教輔仁大學餐旅管理所碩士在職專班論文。
8.李‧考德威爾(2013),「訂價背後的心理學」,台北:大是文化。


英文部分
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6.Chaudhuri, A. and Holbrook, M. B., “The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty,” Journal of Marketing, 65, 2001, pp. 81-93.
7.Cox, D. F., Risk handling in consumer behavior - an intensive study of two cases, in Donald F. Cox, Risk taking and information handling in consumer behavior, Boston:Harvard University Press, 1967, pp.34-81.
8.Cunningham, S. M. , The major dimensions of perceived risk, in Donald F. Cunningham, Risk taking and information handling in consumer behavior, Boston: Harvard University Press, 1967, pp.82-108.
9.Czepiel, J. A. and Gilmore, R., Exploring the concept of loyalty in services. In: Congram CZ, Czepiel JA, Shanahan J, editors. The Services Challenge: Integrating for Competitive Advantage. Chicago, IL: American Marketing Association, 1987.
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13.Dowling, R. & Stalin, R., “A model of Perceived Risk and Intended Risk-Handling Activity.”Journal of Consumer Research, 21(6), 1994, pp. 110-134.
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17.Jacoby, J. & Kaplan, L. B., The component of perceived risk, Advances in consumer research, 3(3), 1972, pp.382-383.
18.Jones, T. O. and Sasser, W. E., Why satisfied customers defect, Harvard Business Review, 72 (6), 1995, pp. 88-99.
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20.Larzelere, R. J. and Huston, T. L., “The dyadic trust scale: Toward understanding interpersonal trust in close relationships,” Journal of Marriage and the Fmaily, Vol.42, No.3, 1980, pp.595-604.
21.Moorman, Christine, Zaltman, Gerald and Deshpande, Rohit , “Relationships between Providers and Users of Market Research: The Dynamics of Trust within and Between Organizations,” Journal of Marketing Research, 29 (August), 1992, pp. 314-329.
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25.Peter, J. P. & Tarpey L. X., “A comparative analysis of three consumer decision strategies,” Journal of Consumer Research, 2, 1975, pp.29-37.
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參考網站
1.亞洲航空 – AirAsia (2015) http://www.airasia.com/tw/zh/home.page
2.捷星航空 – Jetstar (2015) http://www.jetstar.com/sg/zh/home
3.老虎航空 - Tiger Airways (2015) http://www.tigerairways.com/tw/zh/index.php
4.酷航 – FlyScoot(2015) http://www.flyscoot.com/index.php/zhtw/
5.宿霧太平洋航空 - Cebu Pacific Air (2015) http://www.cebupacificair.com/Pages/default.aspx
6.釜山航空 - Air Busan (2015) http://www.airbusan.com/AB/airbusan/CN/main.jsp
7.德威航空 - t'way Air (2015) http://www.twayair.com.tw/
8.易斯達航空 -Eastar Jet (2015) http://www.eastarjet.com.tw/index.asp
9.樂桃航空 - Peach Aviation (2015) http://www.flypeach.com/tw/home.aspx
10.香草航空-vanilla-air (2015) http://www.vanilla-air.com/tw
11.西南航空官方網站 (2014) http://www.swamedia.com/channels/By-Date/pages/1966-to-1971
12.CAPA網站(2014),航空數據低成本航空公司http://centreforaviation.com/profiles/hot-issues/low-cost-carriers-lccs#lcc
13.台灣民航資訊網(2014),台灣航空市場市佔率數據http://twairinfo.com/news_detail.php?id=23373
14.經濟部工業局-航空產業發展推動小組 (2014) http://www.casid.org.tw/
15.交通部民用航空局網站 (2014) http://www.caa.gov.tw/big5/index.asp
16.智庫百科-品牌由來(2014) http://wiki.mbalib.com/zh-tw/%E5%93%81%E7%89%8C

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