The Relationships Among Consumer's Perceived Risk ,Brand Trust, and Loyalty for Low Fare Carrier.

• Main Authors: HUANG, HSING-LING, 黃幸鈴
• Other Authors: Hsiao-Chao Hsieh
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/68359672229462369590

碩士 === 東吳大學 === 國際經營與貿易學系 === 103 === Over the past decade, the global aviation industry shows a crucial structural change—emerging of low fare carrier. Currently there are nearly a hundred of low fare carriers around the world, which results in more fierce competition in the aviation industry market. This study explores whether the consumers show perceived risk towards the low fare carrier, making them change the decision. At first, it explores whether the perceived risk shows influence on the brand trust of the low fare carrier, and then further explores its influence on the loyalty. After literature review, questionnaire design and distribution, the study conducts model analysis by using SPSS statistical software. The results show the perceived risk and brand trust of the low fare carrier show significantly negative influence, and the brand trust shows significantly positive influence on the loyalty. The results are expected to provide reference for the operation of the aviation operators.