Profession 1. Student
2. Government employees 3. Service industry 4. Finance industry 5. Information/technology
6. Communication/advertising/design 7. Arts and literature
8. Freelancer 9. Medical industry 10. Manufacturing
11. Agricultural, Forestry, Fishery and Husbandry
with LCCs each year?
1. Never
4.2 Analysis of Variables
The survey implemented a Likert 5-point scale as means of data collection. In a nutshell, the respondents react positively towards the four variables: impressions towards the content LCCs’ Facebook Pages (showed as “Content” in the table), Engagement with LCCs’
Facebook Pages (“Engagement”), the reliability and image of LCCs (“Image”), the purchase
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intention of LCCs (“Purchase Intention”). The mean between 3.20 to 3.67 shows the positive sentiment of the respondents.
Table 7: Descriptive Statistics between Variables
Variables Likert Mean Likert SD Mean SD
Content 29.17 5.01 3.64 .62
Engagement 44.88 9.51 3.20 .67
Image 39.33 7.31 3.27 .60
Purchase Intention 22.03 4.42 3.67 .73
4.2.1 Gender Differences
There are no significant differences among the gender of the respondents in relation to Content, Engagement, Image, and Purchase Intention of LCCs.
Table 8: T-Test of Gender Differences
Variables Group Respondents (N=331)
Mean SD df t
Content Male 92 29.17 5.96 329 .09
Female 239 29.15 4.60
Engagement Male 92 43.65 10.08 329 -1.46
Female 239 45.36 9.26
Image Male 92 39.29 7.90 329 -.06
Female 239 39.34 7.09
Purchase Intention
Male 92 21.95 12.17 329 -.20
Female 239 22.06 12.12
4.2.2 Age Differences
Since there are fewer respondents aged over 50 years old, the two age groups of “51-60 years old” and “Over 61 years old” are combined for statistical purposes to better show the significance. There are no significant differences among the age of the respondents in relation to Content, Engagement, and Image. However, respondents aged 21-30 have higher purchase intention of LCCs than respondents under 20 and above 51 years old. This result provides answer to RQ2 (What are the differences in the demographics in terms of their purchase
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intention of LCCs?), showing that consumers aged 21-30 are more willing to purchase flight tickets of LCCs than other age groups.
Table 9: One-way ANOVA of Age Differences
Variables Age
Respond-ents (N=331)
Mean SD
One-way ANOVA Scheffe´
Source of
4.2.3 Differences in Education Levels
There are no significant differences among the education levels of the respondents in relation to Content, Engagement, Image, and Purchase Intention.
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Table 10: One-way ANOVA of Differences in Education Levels
4.2.4 Profession Differences
Since there are 14 options in this questionnaire in terms of profession, some
professions are combined for statistical purposes to better show their significance. There are 6 profession groups in total: Group 1 “Student”; Group 2 “Government Employees”; Group 3
“Service industry” and “Freelancer”; Group 4 “Information/technology,” “Finance industry,”
“Information/technology,” “Communication/advertising/design,” “Arts and literature” and
Variables Education
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“Medical industry”; Group 5 “Manufacturing”; Group 6 “Homemaker,” “Retired,” and
“Others.” There are no respondents for “Agricultural, Forestry, Fishery and Husbandry.”
There are no significant differences among the professions of the respondents in relation to Content, Engagement, Image, and Purchase Intention.
Table 11: One-way ANOVA of Profession Differences
Variables Profession
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4.2.5 Monthly Income Differences
Since there are 8 options in this questionnaire in terms of monthly income, some options are combined for statistical purposes to better show their significance. There are 4 monthly income groups in total.
There are no significant differences among the monthly income of the respondents in relation to Content, Engagement, Image, and Purchase Intention.
Table 12: One-way ANOVA of Monthly Income Differences
Variables Monthly Income (TWD) Content 1. Below 20000
94 29.25 5.70 Between
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4.2.6 Monthly Disposable Income Differences
Since there are 6 options in this questionnaire in terms of monthly disposable income, some options are combined for statistical purposes to better show their significance. There are 5 monthly disposable income groups in total.
There are no significant differences among the monthly disposable income of the respondents in relation to Content, Engagement, Image, and Purchase Intention.
Table 13: One-way ANOVA of Monthly Disposable Income Differences
Variables Disposable Income (TWD)
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4.2.7 Differences in Frequencies of Traveling Abroad
Since there are 5 options in this questionnaire in terms of frequencies of traveling abroad each year, some options are combined for statistical purposes to better show their significance. There are 3 groups in total.
There are no significant differences among the respondents’ frequencies of traveling abroad each year in relation to Content, Engagement, Image, and Purchase Intention.
Table 14: One-way ANOVA of Differences in Frequency of Traveling Abroad
Variables Travel Abroad (each year)
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4.2.8 Differences in Frequencies of Traveling Abroad with LCCs
Since there are 5 options in this questionnaire in terms of frequencies of traveling abroad with LCCs each year, some options are combined for statistical purposes to better show their significance. There are 3 groups in total.
There are no significant differences among the respondents’ frequencies of traveling abroad with LCCs each year in relation to Content, Engagement, and Image. However,
respondents who have traveled with LCCs 1-3 times each year, as well as 4 times above, have higher purchase intention of LCCs than respondents who have never traveled with LCCs.
Table 15: One-way ANOVA of Differences in Frequency of Traveling Abroad with LCCs
Variables Travel
One-way ANOVA Scheffe´
Source of
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4.2.9 Differences in Traveling with LCCs
There are no significant differences among the respondents’ frequencies of traveling abroad with LCCs each year in relation to Content, Engagement, and Image. However, respondents who have traveled with LCCs have higher purchase intention of LCCs than respondents who have not yet traveled with LCCs. This result provides answer to RQ2 (What are the differences in the demographic features and their purchase intention?), showing that people who have traveled with LCCs have higher purchase intention to travel again with LCCs.
Table 16: T-Test of Differences in Traveling with LCCs
Variables Group Respondents (N=331)
Mean SD df t
Content Yes 248 29.32 4.66 329 .95
No 83 28.72 5.92
Engagement Yes 248 44.97 9.39 329 .28
No 83 44.62 9.91
Image Yes 248 39.49 7.04 329 .68
No 83 38.85 8.10
Purchase Intention
Yes 248 22.58 4.30 329 4.01***
No 83 20.38 4.41
***P .001
4.2.10 Differences in Being a Fan of LCCs’ Facebook Pages
There are significant differences in whether one becomes a fan of LCCs’ Facebook Pages or not in relation to Content, Engagement, and Purchase Intention of LCCs.
Respondents who have become fans of LCCs’ Facebook Pages have more positive sentiments towards Content, Engagement, and Purchase Intention compared to the respondents who have not become fans of LCCs’ Facebook Pages. However, in terms of Image for LCCs, there are no significant differences among the two groups of respondents.
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Table 17: T-Test of Differences in Being a Fan of LCCs’ Facebook Pages
Variables Group Respondents (N=331)
Mean SD df t
Content Yes 240 29.76 4.58 329 3.54***
No 91 27.61 5.73
Engagement Yes 240 46.03 9.32 329 3.62***
No 91 41.86 9.39
Image Yes 240 39.48 7.03 329 .60
No 91 38.93 8.04
Purchase Intention
Yes 240 22.65 4.33 329 4.22***
No 91 20.40 4.29
***P .001
4.2.11 Differences in Viewing LCCs’ Facebook Pages
Respondents’ frequencies in viewing LCCs’ Facebook Pages have significant
differences in relation to Content, Engagement, Image, and Purchase Intention. Respondents who view LCCs’ Facebook Pages for once or twice or more per week, react more positively towards Content, Engagement, and Purchase Intention, compared to the respondents who visit LCCs’ Facebook Pages spontaneously. In addition, respondents who view LCCs’
Facebook Pages twice or more a week, have better Image towards LCCs than the respondents who visit LCCs’ Facebook Pages spontaneously.
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Table 18: One-way ANOVA of Differences in Viewing LCCs’ Facebook Pages
Variables
One-way ANOVA Scheffe´
Source of
4.2.12 Differences in Engaging with LCCs’ Facebook Pages
Respondents’ frequencies in engaging with LCCs’ Facebook Pages have significant differences in relation to Content, Engagement, Image, and Purchase Intention. Respondents who engage with LCCs’ Facebook Pages for once or twice or more per week, react more positively towards Content, Engagement, compared to the respondents who engage with LCCs’ Facebook Pages spontaneously. In addition, respondents who engage with LCCs’ Facebook Pages twice or more a week, have better Image and higher Purchase Intention towards LCCs than the
respondents who engage with LCCs’ Facebook Pages spontaneously.
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Table 19: One-way ANOVA of Differences in Engaging with LCCs’ Facebook Pages
Variables
One-way ANOVA Scheffe´
Source of