| Summary: | 碩士 === 國立屏東科技大學 === 餐旅管理系 === 106 === The purpose of this research is to analyze the consumer behavior of Low-Cost Carriers. The scope involves: Thought Low-Cost Carriers offer the information of Low-Cost Carriers promotion scheme to the customer, then that makes the customer initiate the negative sentiment: perceived risk, their own value: perceived value, with ultimately consumer manner: behavior intention. Discussing the interactive relationship of promotion scheme, customer perceived risk, perceived value, with behavior intention.
The research was compiled the previous literature with history scale into Low-Cost carriers questionnaire, In-depth interviews were conducted by three experts who are working in low-cost carriers industry for establishing final questionnaire.The sample method is Convenience Sampling.All of the 530 questionnaires are collected form the internet and chose people who had the experience of taking Low-Cost carriers. The research used SPSS 22.0 software to analyze, statistical methods include: Frequency Distribution, Descriptive Statistics, Reliability and Validity Analysis, Independent Sample T-test,One-WayANOVA, Pearson correlation, Multiple regression.The final result show: Sale promotions have significant effect and support the research assumptions. However, Commdity promotions show opposite result. According to the research result, the study provides the conclusions:
1.Sale Promotion of Low-Cost Carriers have a negative impacton customer perceived risk.2.Sale Promotion of Low-Cost Carriers have a positive impact on customer perceived value.3.Sale Promotion of Low-Cost Carriers have a positive impact on customer behavior intentions.4.There have a relationship between Promotion scheme of Low-Cost Carriers, customer perceived risk, perceived value, with behavior intention.
Also, The research offer suggestions: Theoretical, Promotion scheme isn’t the main reason which affects customer behavior intention. different promotion scheme might influence customer behavior intention to conduct negative effect aswell.Therefore, Low-Cost Carriers companies needs to design individual products for every single customer, focussing major groups to implement the promotion scheme.Nowadays, most customers prefer sale promotion scheme than the commodity promotion scheme, then Low-Cost Carriers companies shoould prefer to plan sale scheme, example: one-dollar ticket promotion, Low-Cost routes, Limited-Time sale promotion, etc. those strategies might adaptin the future.
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