企業識別系統、企業形象與消費者行為意向關係之研究 －以中華航空公司為例

The Relationships among Corporate Identity System, Corporate Image and Customers’ Behavior Intention－A Case Study of China Airlines

10.6825/NKUHT.2008.00017

李慈怡

企業識別系統 ； 企業形象 ； 消費者行為意向 ； corporate identity system ； corporate image ； consumers’ behavior intention

高雄餐旅學院旅遊管理研究所在職專班學位論文

2008年

碩士

陳光華

繁體中文

隨著航空企業多角化經營的演變趨勢，良好的企業形象扮演企業競爭力的關鍵角色。許多研究指出企業形象會影響消費者選擇搭機的意願，同時企業識別系統也是加強企業形象特色的重要因素之ㄧ。綜觀國際間航空業時常以更新企業識別系統的方式來吸引消費者的注目和選購搭乘，然而其直接的關連性鮮少有研究探討。故本研究以中華航空公司為例，針對高雄小港機場與華航高雄城區臨櫃的消費者進行便利抽樣，發放300份問卷，回收有效問卷286份。經由平均數檢定、相關分析和階層迴歸分析等統計方法，實證結果發現：企業識別系統與企業形象均是影響消費者行為意向的主要原因之ㄧ；本文同時亦測試企業形象的中介角色，證實企業識別系統會經由企業形象之中介效果，進而間接地影響消費者的行為意向。最後建議航空業主管單位參酌本研究結論，俾便能擬定有助於航空業行銷之策略。

With the multiple developments of aviation industry, good corporate image plays a key factor on the competition. Many researches point out that corporate image affects consumers’ choice of airlines; meanwhile, corporate identity system (CIS) also distinguishes a feature of the corporate image. Making a comprehensive survey of international aviation industry, many corporations renovate their CIS to attract consumers’ attention and desire for purchasing; however, there is few researches discussing about its relationship. Therefore, this research takes an empirical study of China airlines and is focused on travelers at Kaohsiung international airport or those who come to China airlines Kaohsiung downtown office. Three hundreds of questionnaires were sent out and 286 were collected, and to be verified via t-test, one way ANOVA and level regression analysis. Results can be concluded as followings: both CIS and corporate image are the main factors to influence consumers’ behavior intention. At the same time, this report also indicates that CIS has a positively direct effect on consumers’ behavior. In addition, the relationship between CIS and consumers’ behavior intention is mediated by corporate image. In conclusion, we implement above results to provide aviation industry for further marketing strategies and suggestions.

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