探討消費者對航空公司機票購買意願之研究：以價格認知與品牌權益觀點

A Study on Purchase Intention of Airline Consumers: Perspectives of Perceived Prices and Brand Equity

10.6572/JHHE.7(2).1

掌慶琳(Janet Chang)；盧惠莉(Whei-Li Lu)；鄭祺丰(Chi-Fong Cheng)；陳佩琪(Pei-Chi Chen)

航空業 ； 價格認知 ； 品牌權益 ； 購買意願 ； aviation industry ； price perception ； brand equity ； purchasing intentions

餐旅暨家政學刊

7卷2期（2010 / 06 / 01）

107 - 132

繁體中文

從美國發生911恐怖攻擊事件後，飛安受到全球的重視與加強，及在休閒度假風潮興盛下，消費者對航空業需求日殷，因此，為保有市場的競爭力與獲利率，瞭解消費者購買意願之重要性不言而喻。瞭解消費者之購買意願，即可預測消費者實際之購買行為。而在購買決策方面，價格認知為大多消費者主要考量因素之一，且品牌權益亦是企業成功的主要趨力。故本研究目的旨在探討消費者價格認知與品牌權益，對航空公司機票購買意願之影響。本研究於台北車站與周圍公共場所，以立意抽樣進行調查，有效問卷計311份。其結果顯示消費者之性別與年齡對航空公司機票價格認知，及職業對航空公司機票購買意願有顯著差異；價格認知與品牌權益對購買意願皆有正向影響。

Since the 911 terrorist attacks in the U.S., aviation security has been carefully monitored and enhanced globally. With the increasing trend of leisure activities, consumer demands on the aviation industry have been steadily increasing. To maintain market competitiveness as well as profit margin, it is necessary to understand consumer purchase intentions to further predict purchasing behavior. With regard to purchase decisions, price perception is one of the main factors that consumers will be concerned about. Brand equity is also a key to success for corporations. The aim of this study is to discuss the impact of consumer perception toward price and brand equity on purchasing intentions for flight tickets. This study conducted a survey at the Taipei Main Station and surroundings area through purposive sampling. There were 311 valid questionnaires collected. The findings of the research indicated that consumer gender and age have a significant impact on price perception of flight tickets, while consumer occupation is significantly different for purchasing intentions of flight tickets. Both price perception and brand equity have a positive effect on purchasing intentions.

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