| Summary: | 碩士 === 中國文化大學 === 觀光事業學系觀光休閒事業管理碩士在職專班 === 104 === This research is focus on the relationship among service innovation, corporate
image and consumer behavioral intentions of China Airlines.The research is conducted
by questionnaire to China Airlines consumers. Each of the 500 subjects was given a
questionary to fill out. A total of 480 questionaries was valid. The data was analyzed by
the statistic methods of mean, standard deviation, t-test, one-way ANOVA,
correlation analysis, and regression analysis. Following are the conclusions of the study:
1. China Airlines consumers are possessed of high-intermediate level of service
innovationperception, corporate imageperception.
2. Different individual variables ofmarriagewill have difference within how China
Airlines consumers perceive its service innovation.
3. Different individual variablesincluding sex, age, marriage, education
background,monthly income,whether members of China Airlines, and the average
frequency abroad, will have difference within how China Airlines consumers its
consumer behavioral intentions.
4. Different individual variablesincluding sex,age, education background,monthly
income, and the average frequency abroad, will have difference within how China
Airlines consumers perceive its corporate image.
5. Service Innovation ofChina Airlines shows partially significantly relationship to
corporate image.
6. Service Innovation and corporate image ofChina Airlines shows partially
significantly relationship to consumer behavioral intentions.
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