http://scholars.ntou.edu.tw/handle/123456789/16905
標題: | Celebrity livery featured aircraft, the Moneki Neko (fortune cat) of airlines | 作者: | Wen-Hung Wang Waros Ngamsiriudom |
關鍵字: | Theory of planned behavior;LiveryCelebrity;worship;Intention;Celebrity-themed aircraft | 公開日期: | 2015 | 出版社: | ELSEVIER | 卷: | 42 | 起(迄)頁: | 110-117 | 來源出版物: | Journal of Air Transport Management (SSCI) | 摘要: | Aircraft livery is a painting scheme on the aircraft that allows an airline not only to differentiate its aircraft from those of others, but also to promote the perceived values of the airline. Besides being visually attractive, celebrity-themed aircraft liveries also become increasingly popular today because they can influence consumers' perceptions of airlines. This study uses the data collected from Taiwan international airport, ranked the world's top 15 heaviest passenger traffic, to investigate the influences of celebrity worship on the original Theory of Planned Behavior's constructs, and purchase intention. The results reveal significant positive relationships between celebrity and attitude, perceived behavioral control, and purchase intention. Finally, contributions and implications are discussed. |
URI: | http://scholars.ntou.edu.tw/handle/123456789/16905 | ISSN: | 0969-6997 | DOI: | https://doi.org/10.1016/j.jairtraman.2014.09.005 |
顯示於: | 航運管理學系 |
在 IR 系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。