探討米其林航空餐產品屬性、消費者知覺價值與行為意圖關係之研究

"The Relationships among Product Attributes, Consumer Value Perception, and Behavioral Intention for Michelin Airline Meals"

長榮航空率國內業界之先驅，全套引領米其林三星等級的日本京都懷石料理至民航機上，正式在三萬英呎的高空上提供，以經濟艙旅客也能吃得到的米其林三星料理(長榮航空，2021)。探討航機上提供米其林航空餐飲，瞭解米其林航空餐點之產品屬性、消費者知覺價值與行為意圖之關係及影響。本研究使用滾雪球抽樣法發送問卷，發送至航空業櫃台、航空公司會員中心及貴賓室等，傳遞曾經搭乘過、聽過、或品嚐過航機上提供米其林料理經驗之消費者，共發放500份，回收466份，有效回收率為93.2%，採用SPSS及AMOS統計軟體進行統計分析包含敘述統計、相關分析、信效度分析、驗證性因素分析及SEM方程模型。研究結果顯示，產品屬性量表中的歡樂取向構面之「米其林餐點擺盤令人覺得賞心悅目」同意度最高。知覺價值量表中的情感價值構面之「我覺得在航空享受到米其林餐點是一種奢華高檔的感覺」同意度最高。而行為意圖量表以「我會願意因為別人的推薦而選擇搭乘有米其林餐點的航空公司」同意度最高。產品屬性、消費者知覺價值與行為意圖之間皆有顯著之相關性。產品屬性對消費者知覺價值之影響、產品屬性對行為意圖之影響、消費者知覺價值對行為意圖之影響，均呈顯著正向影響。消費者知覺價值為「產品屬性對行為意圖」之間產生部份中介效果。

"EVA Air, a pioneer in the domestic industry, has led the full set of Michelin-class Japanese Kyoto Kaiseki cuisine to commercial aircraft, and officially provided it at an altitude of 30,000 feet. Economy class passengers can also eat Michelin-starred cuisine (EVA Air) , 2021).This research is to investigate the Michelin airline catering provided on the aircraft, and to understand the relationships among product attributes, consumer value perception and behavioral intentions of Michelin airline meals. In this study, 500 questionnaires were issued, and a total of 466 questionnaires were effectively returned. The effective recovery rate was 93.2%. SPSS and AMOS statistical software was used to analyze data such as descriptive statistical analysis, reliability analysis, confirmatory factor analysis and structural equation modeling. The empirical results of the study show that joy-oriented facet of the product attribute scale of ""Michelin dishes are pleasing to the eye"" has the highest agreement. The emotional value aspect of the perceived value of ""I think enjoying Michelin meals in aviation is a luxurious and high-end feeling"" has the highest agreement. And the behavioral intention scale of ""I would be willing to choose an airline with a Michelin meal because of someone's recommendation"" has the highest agreement. There are significant correlations between product attributes, consumer value perception and behavioral intentions. The influence of product attributes on consumer value perception, the influence of product attributes on behavioral intention, and the influence of consumer value perception on behavioral intention all showed significant positive effects. Consumer value perception is part of the mediating effect between product attributes and behavioral intentions."