摘要
近年來因為旅遊風氣盛行，選擇搭乘廉價航空的旅客比以往提升許多，為了因應廉價航空產業日漸蓬勃發展的趨勢，許多廉價航空公司都有自己的一套行銷方式和策略。要在廉價航空產業競爭並脫穎而出就必須瞭解到顧客和市場需求，廉價航空的服務品質、知覺價值、廣告、顧客滿意度以及顧客忠誠度重要性亦須要進一步探討。
本研究以服務品質、知覺價值、知覺風險、廣告、顧客滿意度和顧客忠誠度六個構面來發展為研究架構，研究對象包含台灣和韓國有搭乘過廉價航空的旅客，共計回收303份問卷，並以SPSS統計軟體進行分析，包含敘述性統計分析、信效度分析、多元迴歸分析和獨立樣本t檢定分析，並探討消費者對於搭乘廉價航空的認知價值與滿意度和不同國籍旅客對廣告的影響程度。本研究結果發現: 一、服務品質對知覺價值有顯著差異。二、廣告對知覺價值有顯著差異。三、知覺價值對顧客滿意度有顯著差異。四、知覺價值對顧客忠誠度在不同國籍的條件下有顯著差異。五、 顧客滿意度對顧客忠誠度有顯著差異。六、不同國籍旅客對廣告程度有認知上的差異。

Abstract
In recent years, due to the prevalence of travel, travelers choosing to travel on low-cost carriers have risen more than ever before. Many low-cost carriers have their own set of marketing methods and strategies in response to the booming development of the low-cost aviation industry. In order to compete and stand out in the low-cost aviation industry, it is necessary to understand the needs of customers and the market. There is the further exploration of service quality, perceptual value, social media involvement, customer satisfaction and customer loyalty of low-cost carriers.
The research develops into a framework based on six aspects: Service Quality, Perceived Value, Perceived Risk, Advertisement, Customer Satisfaction and Customer Loyalty. The research subjects included Taiwanese and Korean travelers whom have taken low-cost airlines. There are total 303 questionnaires collected and analyzed by SPSS statistical software, including descriptive statistics analysis, reliability and validity analysis, multiple regression analysis and independent sample t-test analysis. As well as to explore the perceived value and satisfaction of the low-cost airlines from customers and the impacts of different nationality passengers on social media involvement. The results of this study are: First, there are significant differences in the quality of service perceived value. Second, there are significant differences in social media involvement on perceived value. Third, there are significant differences in perceived value to customer satisfaction. Fourth, there are significant differences in perceived value of customer loyalty under the conditions of different nationalities. Fifth, there are significant differences in customer satisfaction for customer loyalty. Sixth, tourists of different nationalities have a perceived difference in the level of involvement of social media.

目錄
摘要 i
Abstract ii
目錄 iii
表目錄 v
圖目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題 5
第四節 研究流程 6
第二章文獻探討 7
第一節 服務品質 7
第二節 知覺價值 10
第三節 知覺風險 13
第四節 廣告 14
第五節 顧客滿意度 17
第六節 顧客忠誠度 19
第三章 研究方法 21
第一節 研究架構與研究假設 21
第二節 問卷設計 27
第三節 研究範圍與抽樣 32
第四節 資料收集 33
第四章 研究結果與分析 34
第一節 敘述性統計分析 34
第二節 信效度分析 41
第三節 迴歸分析 48
第四節 獨立樣本t檢定 50
第五章 結論與建議 51
第一節 研究結論 51
第二節 管理意涵 53
第三節 後續研究建議 54
參考文獻 55
附錄一: 中文問卷題目設計 61
附錄二: 韓文問卷題目設計 65


表目錄
表 1-1 民國104年和105年來台旅客及國民出國人次變化 2
表 1-2 來台主要國家成長趨勢 3
表 1-3 韓國國民出國成長表 4
表 2-1 PZB服務品質滿意度的十個構面 9
表 2-2 SERVQUA量表五項構面 10
表 2-3 PERVAL知覺價值構面量表 11
表 2-4 服務知覺價值量表 12
表 2-5 知覺風險五項構面 13
表 2-6 社群媒體的分類 16
表 2-7 消費者行為與涉入過程高低關係表 17
表 2-8 顧客忠誠階段表 19
表 3-1 服務品質題問卷題項計 27
表 3-2 知覺價值題問卷項設計 28
表 3-3 知覺風險問卷題項設計 29
表 3-4 廣告問卷題項設計 29
表 3-5 顧客滿意度問卷題項設計 30
表 3-6 顧客忠誠度問卷題項設計 31
表 4-1 人口統計變項資料分析 35
表 4-2 服務品質構面問項之平均值與標準差 36
表 4-3 知覺價值構面問項之平均值與標準差 37
表 4-4 知覺風險構面問項之平均值與標準差 38
表 4-5 廣告構面問項之平均與標準差 39
表 4-6 顧客滿意度構面問項之平均值與標準差 39
表 4-7 顧客忠誠度構面問項之平均與標準差 40
表 4-8 Cronbach’s α 係數衡量表 41
表 4-9 各構面信度分析 42
表 4-10 收斂效度表 43
表 4-11 區別效度表 46
表 4-12 服務品質、廣告、知覺風險對知覺價值之多元迴歸分析表 48
表 4-13 知覺價值對顧客滿意度之多元迴歸分析表 48
表 4-14 知覺價值和顧客滿意度對顧客忠誠度之多元迴歸分析表 49
表 4-15 國籍探討廉價航空消費者對廣告程度差異 50
表 5-1 研究假說驗證與結果 51

圖目錄
圖 1-1 研究流程圖 6
圖 2-1 PZB 服務品質概念模式 8
圖 2-2知覺價值形成模式 11
圖 2-3 涉入概念架構 15
圖 2-4 顧客滿意度構面 18
圖 2-5 期望差距模型 19
圖 3-1 研究架構 21
圖 3-2 知覺品質、知覺犧牲與知覺價值研究模型 22
圖 3-3 美國顧客滿意度指數模型(ACSI) 24
圖 3-4 歐洲顧客滿意度模型(ECSI) 26

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網路資料
1.交通部民用航局民行統計年報 (2016)
http://www.caa.gov.tw/apfile/big5/download/ao/1498122705589.pdf

2.中華民國交通部觀光局 (2017)
http://admin.taiwan.net.tw/public/public.aspx?no=315

3.Korean Statistical Information Service (2017)
http://kosis.kr/statHtml/statHtml.do#

4.背包客棧 (2017)
https://www.backpackers.com.tw/forum/showthread.php?t=1377089