探討低成本航空旅客搭乘意願之影響因素──以中國大陸旅客為例

The Factors Affecting Purchase Intention of LCC Passengers ─ Chinese Air Travelers as Example

旅遊業持續發展，中國大陸旅客是全球旅遊市場排名第一的消費大國，每年客運量達一億人次，可視為低成本航空業發展之新契機。本研究採用問卷調查法，針對中國大陸航空旅客之知覺價格、知覺品質、知覺價值以及知覺風險四個變項，探討中國大陸航空旅客對於低成本航空之搭乘意願，採用線性迴歸分析法與階層式調節迴歸分析進行實證研究結果分析。本研究共計回收270份有效問卷，以SPSS18.0視窗版進行量化統計分析。根據研究結果證實，四個變項間皆有顯著關聯性，知覺價格與知覺價值對於中國大陸航空旅客之搭乘意願皆有顯著正向影響效果；知覺風險在知覺價值與搭乘意願間具有顯著負向影響之干擾效果。本研究發現與結論之建議，可提供航空業者及與其相關研究領域作為未來學術與實務界參考之用。

Chinese travelers via air transportation can be seen as a great opportunity for the development of Low Cost Carrier (LCC). LCCs should better understand the factors which affect Chinese travelers' purchase intention. This study applied the questionnaire survey for the empirical research; Simple linear regression analysis, and hierarchical moderator regression analysis were used as the method of quantitative analysis. The valid returned 270-sampling was used to analyze as the statistical results to investigate the relationships among Chinese passengers' perceived price, perceived quality, perceived value, perceived risk and purchase intention toward the services provided by LCCs. The research results showed that, four variables were significant correlated. Perceived price and perceived value of Chinese LCC passengers had significantly positive influences on purchase intention. Perceived risk as the moderator had significantly negative effect in between perceived value and purchase intention of Chinese LCC passengers. The research results can be used for the reference of the researches and practices in association with airline industry, tourism industry and the related fields.