| Summary: | 碩士 === 國立臺灣海洋大學 === 航運管理學系 === 105 === With advantages on cheaper air fare, both simplier and convienent service, LCC has overwhelming competitive capability in airline sector. However, customers of LCC have mixed reviews on their perceived quality, perceived value, and preveived risk of LCC services. Based on data collected from internet survey, with 411 valid respondents, this study investigated the influence of perceived quality, perceived value on behavioral intention. Specifically, in order to highlight the necessity of risk issue, this study tested the influence of perceived risk on aforementioned constructs. Analytic results from SEM revealed perceived risk has negative significant influence on perceived quality and perceived value, perceived quality positive significant influence perceived value, and finally, perceived value positive significant influence behavioral intention. Managerial implications and directions of future research are provided.
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