本研究探討讓消費者在每次皆選擇同一家低成本航空公司的關鍵影響因素，將低成本航空公司的服務品質、消費者的相對價格知覺以及低成本航空所採用的行銷策略（會員計劃、廣告、社群網站）作為自變數，研究其對於消費者對於特定低成本航空的態度忠誠、行為忠誠以及高艙等購買意願之影響。同時亦將各航班實際搭乘經驗的飛行距離、低成本航空公司的品牌形象、消費者自我建構、調節焦點類型作為本研究干擾變數，觀察消費者的心理變數及航空公司的形象、航班距離是否影響各個因素之間的關係。本研究以問卷調查法的方式進行，總共收集552份問卷，經篩選後共有411份有效問卷。
　　研究結果發現：相對價格知覺、會員計劃、廣告及社群網站皆對態度忠誠具有正向顯著的影響。所有自變數對行為忠誠具有正向顯著的影響。相對價格知覺以及社群網站對高艙等購買意願具有正向顯著的影響。干擾變數中，實際飛行距離強化會員計劃對於態度忠誠及行為忠誠的影響；品牌形象強化社群網站對於態度忠誠及行為忠誠的影響；自我建構─相依我傾向越強烈，會強化社群網站對行為忠誠的影響、弱化社群網站對消費者高艙等購買意願的影響； 調節焦點─促進焦點傾向越強烈，會強化服務品質對低成本航空的高艙等購買意願的影響、弱化相對價格知覺對低成本航空的高艙等購買意願的影響、弱化會員計劃對態度忠誠及行為忠誠的影響、弱化廣告對態度忠誠的影響、弱化社群網站對態度忠誠及行為忠誠的影響。

In this research, we aim to discover the key influential factors for travelers who always travel with the same low-cost airlines. Independent variables include low-cost airline’s service quality, consumer’s relative price perception and the low-cost airline’s marketing strategy which includes a customer loyalty program, advertisement and social media website. And to research how the independent variables influence customer’s attitudinal loyalty and behavioral loyalty to specific low-cost airlines and their purchase intention toward the high-class of the low-cost airlines. In this research, we also have the following moderators, the flight distance according to consumer’s experience, low-cost airline’s brand image, the type of consumer’s self-construal and regulatory focus. This research uses the survey method. Collecting 552 samples in total, 411 samples of all are valid.
The research result shows that consumer’s relative price perception and low-cost airline’s customer loyalty program, advertisement and social media have a significant positive influence on customer’s attitudinal loyalty. For their behavioral loyalty, all the independent variables have a significant positive influence. Consumer’s relative price perception and low-cost airline’s customer loyalty program have a significant positive influence on customer’s high-class purchase intention. Among all of the moderators, the actual flying distance strengthens the influence of the customer loyalty program towards customer loyalty. Low-cost airline’s brand image strengthens the influence of the social media website towards customer loyalty. Consumer’s self-construal - the more interdependent self the consumer is, it strengthens the influence of the social media website towards customer’s behavioral loyalty, and weaken the influence of the social media website towards customer’s purchase intention of high-class. Consumer’s regulatory focus - the more promotion focus the consumer is, it strengthens the influence of low-cost airline’s service quality towards customer’s purchase intention of high-class; weaken the influence of the customer loyalty program towards customer loyalty; weaken the influence of the advertisement towards attitudinal loyalty; weaken the influence of the social media website towards customer loyalty.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 vi
圖目錄 ix
表目錄 x
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的及問題 9
第二章 文獻探討 11
第一節 低成本航空公司 11
第二節 服務價值 18
第三節 實際飛行距離(空間距離) 20
第四節 品牌形象 21
第五節 消費者忠誠度 22
第六節 購買意願 24
第七節 自我建構 24
第八節 調節焦點 26
第三章 研究架構及假說 27
第一節 研究架構 27
第二節 研究假說 30
第四章 研究方法 51
第一節 研究工具 51
第二節 研究對象 51
第三節 研究變項與操作性定義 52
第四節 問卷預試與結果 62
第五章 正式問卷資料分析 71
第一節 資料分析方法 71
第二節 敘述性統計 72
第三節 信效度分析 76
第四節 路徑分析與假說驗證 90
第六章 結論與建議 105
第一節 研究結果與討論 105
第二節 理論貢獻 117
第三節 實務意涵 120
第四節 研究限制及未來研究建議 123
第七章 參考文獻 127
附錄一 預試問卷 144
附錄二 正式問卷 150

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