| Summary: | 碩士 === 國立臺灣海洋大學 === 航運管理學系 === 107 === With the rapid changes in the global airline market, the original model of low cost carrier has gradually changed. In recent years, ultra low cost carrier have been proven to influence airline markets in a different way from low cost carrier. However, behind the lowest base fares, there are more passenger complaint that need to be resolved. In the past, the research mostly differed from other business models in distinguishing between ultra low cost model, and less on passengers' perception of service quality and attitude toward ultra low cost carrier. Therefore, based on Theory of Reasoned Action, this study explores whether Taiwanese passengers' acceptance of low cost service for ultra low cost carrier has an impact on monetary value and behavioral value, as well as the influence of attitudes toward ultra low cost carrier and subjective norms on purchase intention. And further, we test the correlation between perceived value and attitude.
A survey of 216 passengers in Taiwan Taoyuan International Airport was carried out, using multivariate analysis. The results indicated that among the three low cost service dimensions, the acceptance of Taiwanese passengers in the low cost flight environment has the greatest positive effect on monetary price, and the monetary price is also having positive effect on passengers' purchase intention. And the acceptance of passengers in low cost Internet service has positive effect on behavior price. In addition, both monetary price and behavioral price have a positive impact on attitudes, and through attitudes to influence purchase intention, showing the mediating effect of attitudes between monetary price and behavioral intention. The results also show that attitude toward ultra low cost carrier and subjective norm can positively influence passengers' intention to purchase ultra low cost carrier tickets, verifying the validity of Theory of Reasoned Action to predict behavioral intention. Finally, this study proposes academic and practical recommendations based on empirical results for future reference.
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