國人對低成本航空選擇意向之分析

Analysis of the Consumer Choice Intention for Low Cost Carriers in Taiwan

低成本航空（LCCs）在歐美已有相當成功的案例，在亞洲地區也逐漸萌芽發展。雖然，臺灣目前尚無國籍航空公司成立低成本航空營運，但近年來已有數家外籍低成本航空搶占臺灣空運市場。在臺灣，此種營運方式能否被民眾接受，有待進一步研究。本研究主要目的在探討國人對搭乘低成本航空之意願，建立影響民眾選擇搭乘低成本航空意願之主要因素與對應之構面進行調查統計，並利用結構方程模式（SEM）建立各構面與搭乘意願之因果關係。經由實證結果發現，本研究所建立之四個搭乘因素構面，「票價」、「便利性」、「服務性」及「多元性」與旅客搭乘意願有顯著且正向的因果關係。本研究之成果，期望對在臺灣營運之低成本航空公司於擬定策略時有所助益。

Low cost carriers (LCCs) had successfully entered the US and European markets, with similar start-ups in Asia. In recent years, several foreign carriers have adopted the low fare strategy in Taiwan's air market already, although Taiwan's national flag carriers have not yet implemented the strategy. If a carrier is willing to enter the Taiwan air market, it is necessary to study the passengers' perceptions cautiously. This paper aims to analyze the consumer choice intention for low cost carriers by employing the structural equation modeling (SEM) technique, to explore the factors that potentially influence users' choice to take LCCs in Taiwan. The structural equation model results indicate that factors of ticket price, convenience, service and plurality have a positive relationship with the passengers intension of taking LCCs. Consequently, it is expected that the research results would be helpful for low cost carriers on policy making.