選擇傳統或廉價航空乘客其影響因素之研究：以「臺北－－大阪」航線為例

The Study of the Influential Factors of Passengers’ Choices about Full Service Carriers or Low Cost Carriers: The Case of Taipei - Osaka Route

近年來，廉價航空公司如雨後春筍般地進入臺灣，至今已有12家廉價航空在臺經營，並已使傳統航空公司面臨營運上的挑戰。本研究以調整後的理性行動理論 (MTRA) 探討傳統航空與廉價航空，即「認知的服務品質」、「航空公司形象」、「顧客滿意度」與「行為意圖」之間的關係。透過分層抽樣選取旅客進行問卷調查，共473 位乘客來自傳統與廉價航空，以結構方程式(SEM) 進行資料分析。研究結果發現，在傳統航空中，以地勤人員服務對於顧客滿意度的關係最為顯著，而在廉價航空則以公司形象對於顧客滿意度最為顯著。本研究結果可提供給傳統航空與廉價航空，作為其未來調整營運方向的參考，也有助乘客在兩者之間選擇出符合其需求的航空公司。

In recent years, a number of Low Cost Carriers (LCCs) have started businessin Taiwan. To date, there are a total of 12 LCCs operating in Taiwan, presenting a significant challenge to Full Service Carriers (FSCs). The purpose of this studywas to investigate FSCs and LCCs through the Modified Theory of ReasonedAction (MTRA), and thus to study the relationships among perceived servicequality, customer satisfaction, and behavioral intention in this context. Usingstratified sampling, 473 passengers from FSCs and LCCs were selected for thisstudy, and SEM was used to analyze the data. The results showed that the employeeservice had a significant impact on consumer satisfaction in FSCs, while theairline image had a significant impact on consumer satisfaction in LCCs. Theresults of this study could suggest ways for both FSCs and LCCs to adjust theirbusiness operations, and indicate how passengers choose their ideal airlines frombetween these two types of carriers.