Low Cost Carriers and Full Service Carriers Attitudes Antecedents: the Perspective of Consumers

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Project title

Code/計畫編號

MOST107-2410-H019-026

Translated Name/計畫中文名

廉價航空和全服務航空態度的前因-消費者觀點

Project Coordinator/計畫主持人

Shih-Ping Jeng

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Shipping and Transportation Management

Website

https://www.grb.gov.tw/search/planDetail?id=12676833

Year

2018

Start date/計畫起

01-08-2018

Expected Completion/計畫迄

31-07-2019

Bugetid/研究經費

426千元

ResearchField/研究領域

經濟學

近年來廉價航空以低價搶攻航空市場，全服務航空也採用許多策略回擊。但廉價航空真的是全服務航空的競爭者嗎?本計畫的目標，是探討消費者對廉價航空和全服務航空的態度，是否有共同(或相異)的前因。本計畫以行銷領域的消費者行為理論為基礎，提出一個觀念架構，探討消費者特性(價格敏感度、風險敏感度、服務敏感度、品牌敏感度)對廉價航空和全服務航空的態度和購買意願的影響。本計畫擬以台灣的航空產業為實證對象，首先透過訪談了解航空業實務，再透過調查法發放問卷，最後透過結構方程模式檢驗假設和修正模型。本計畫的研究成果有助於從消費者動機的觀點，了解他們為什麼選擇廉價航空或全服務航空，能夠提供航空業消費者更進一步的理解，具有理論上的貢獻。在實務意涵上，了解消費者對不同航空公司態度的前因是否相同，有助於航空業者了解應該直接競爭，還是透過服務不同的市場區隔避免競爭，航空業者可據此擬定適當的策略，具有實務上的貢獻。A recent trend characterizing the airline industry is the rapid grow of low cost carriers (LCCs). LCCs compete against full service carriers (FSCs) by offering the flight service with much lower prices than the FSCs. However, are LCCs really a direct threat to FSCs? The purpose of this project is to find out whether attitudes toward LCCs and FSCs have similar or different conceptual antecedents. Based on consumer behavior theories in marketing, this project presents and tests a model of the effects of consumer characteristics (price sensitivity, risk sensitivity, service sensitivity, brand sensitivity) on attitudes and purchase intentions of LCCs and FSCs. Surveys in the context of the airline industry in Taiwan and structural equation models will be conducted to evaluate the effects. The obtained results can greatly expand the understandings of the determinants that lead consumers to choose between LCCs and FSCs, and if they are similar or different. The results also provide useful reference for LCCs and FSCs to define their strategies.

Keyword(s)

廉價航空態度
全服務航空態度
消費者
搜尋利益
購買意願
Low cost carrier attitude
Full service carrier attitude
Consumers
Benefits sought
Purchase intention

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Low Cost Carriers and Full Service Carriers Attitudes Antecedents: the Perspective of Consumers

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