| Summary: | 碩士 === 高雄餐旅學院 === 旅遊管理研究所在職專班 === 96 === 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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