旅客對平價航空行動Apps之使用意圖影響因素研究：以AirAsia X為例

Factors Affecting Passengers' Use Intention for Low Cost Carrier Mobile Apps: The Case of AirAsia X

本研究採用科技準備度、服務便利性和企業信譽，探討平價航空公司（LCC）旅客對於使用以線上機票預訂系統為基礎的行動APPs行為模式。再者，以LCC所屬之母公司的企業聲譽，探討其是否對LCC之企業信譽與使用行動APPs意圖之間的關係具有調節效果。首先，LCCs行動APPs的服務便利性項目是根據與LCCs相關的專家意見而來的。採取問卷調查蒐集資料，從曾經搭乘AirAsiaX的旅客中成功蒐集422份有效問卷。研究結果表明，行動裝置的科技準備度對服務便利性與企業信譽具有直接顯著正向影響，並間接影響旅客對使用行動APPs的意圖，且母公司之企業聲譽也具有調節的效果，最後提出本研究之建議與管理意涵。

This study adopted technology readiness, service convenience, and corporate credibility to investigate the behavioural model of low cost carrier (LCC) travellers regarding mobile APPs that are based on online air ticket reservation systems. Subsequently, this study investigated whether the corporate reputation of LCC parent companies moderated the relationship between LCC corporate credibility and the intention to use their mobile APPs. At first, the service convenience items of LCCs’ mobile APPs were conducted by the opinions of experts on that were related to LCCs. Consequently, questionnaire interviews were conducted, and 422 valid questionnaires were recruited from among all travellers who had flown on AirAsia X. The research results revealed that mobile device technology readiness exerted significant positive effects on service convenience and corporate credibility. In addition, the corporate reputation of parent companies exhibited moderating effects on the intention to use these APPs. Finally, research suggestions and management implications were proposed.