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57 5.2 Limitations and Suggestions for Future Research
This research has some limitations that have to be acknowledged. First, one fourth of the the sample size are students, so the results could not completely apply to the whole population of online consumers of LCCs in Taiwan. Secondly, this research only focused on the limit number of factors which involved in purchase intention of consumers, as means to improve a company’s content marketing performance. Lastly, the researcher of this study can only access the Facebook data of one LCCs; if future research can compare the Facebook data of different LCCs whereas accessible, the results could be more holistic. Further research could be devoted to the effect of how different digital content marketing channels other than Facebook, e.g., Instagram, apps platforms, contribute to consumers’ purchase intention, and how is it similar or different from Facebook. Moreover, future research can pay attention to other demographic features that are not mentioned in this research, e.g., personality traits, traveling habits, to measure their purchase intention of LCCs.
5.4 Management Implications
This study indicates significant implications for not only LCCs, but also companies that use Facebook as part of their overall content marketing strategy. The Facebook data of Scoot can serve as an indicator for the LCCs and businesses who wish to develop their Facebook content to target similar demographics, i.e., people aged between 25-34 who are fond of backpacking and impromptu adventures, as Scoot positions itself to be a youthful, high-spirited no-frills
contender. LCCs and businesses can refer to the suggested popular posts to develop their Facebook content strategy.
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In order to optimize the Facebook content marketing efforts for LCCs and businesses, they ought to provide more incentives as well as promotions to encourage the online consumer to engage with the brand. The pricing strategy towards the LCC fans can be dynamic – the key is to create a sense of exclusiveness and urgency to save the deals. Moreover, brands can seek to develop the reward system for “super fans” – in this research, we can identify them by their frequencies of viewing and engaging with LCCs’ Facebook Pages. As they visit the page and engage with the brand, brands can offer more incentives for these fans to become the effective eWOM that can foster positive brand image. It is hoped that the results of this research will provide unique guidance’ implication to companies on whether might be of benefit and enhance to their own brands.
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59 References
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68 Appendixes Appendix 1: Questionnaire in Traditional Chinese
(AirAsia) (Scoot) (Vanilla Air) (Tigerair Taiwan) (Peach Aviation)
(Jetstar) (Vietjet) 10
1.
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□ 」
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12. … □ □ □ □ □
13. ……… □ □ □ □ □
14. □ □ □ □ □
1. ……… □ □ □ □ □
2. ……… □ □ □ □ □
3. ……… □ □ □ □ □
4. ……… □ □ □ □ □
5. ……… □ □ □ □ □
6. ……… □ □ □ □ □
7. ……… □ □ □ □ □
8. ……… □ □ □ □ □
9. ……… □ □ □ □ □
10. 。 ……… □ □ □ □ □
11. ……… □ □ □ □ □
12. ……… □ □ □ □ □
1. ……… □ □ □ □ □
2. ……… □ □ □ □ □
3. ……… □ □ □ □ □
4. ……… □ □ □ □ □
5. …… □ □ □ □ □
6. ……… □ □ □ □ □
□
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72 □10,001 20,000
□ 20,001 30,000 □ 30,001 40,000 □ 40,001
□ □1~3 □4~6 □7~10 □10 □ □1~3 □4~6 □7~10 □10
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Appendix 2: Questionnaire Translation in EnglishThis research aims to find out the impact of the Facebook content of the Facebook Pages of the top 7 LCCs in Taiwan, namely, AirAsia, Scoot, Vanilla Air, Tigerair Taiwan, Peach Aviation, Jetstar, Vietjet, on the purchase intention of online consumers. The questionnaire will take about 10 minutes for you to finish. The researcher will keep your information confidential and for research purpose only. Thank you!
The definition of LCC (Low-Cost Carrier) in this research is: often called budget airlines; the strategy of competition is by providing incredibly low fare, and also rather basic service, e.g., paying extra for in-flight meals and luggage allowance, in comparison to traditional airlines, e.g., Eva Air, China Airlines. To be able to provide the low fare, the LCCs aim to minimize
unnecessary costs in operation, e.g., unifying the fleet, using new aircrafts, simplifying the in-flight services, high efficiency in operation; moreover, the LCCs are active on social media marketing to attract more customers.
I. LCC Consumer Behaviors
1. Have you taken LCCs (budget airlines)?
□ Yes □ No
2. Are you a fan of the abovementioned LCCs’ Facebook Pages?
□ Yes □ No
3. The reason(s) why I am a fan of the LCCs’ Facebook Pages is because… (Multiple choices allowed)
□ I would like to get the airfare promotion
□ I would like to get free flight tickets or giveaways
□ I would like to see celebrities and/or bloggers to share about traveling □ I would like to get fun and practical travel information
□ I would like to know more about the service of LCCs □ Others (Please specify)
4. How often do you view LCCs’ Facebook Pages?
□ It depends – I check when it appears in my newsfeed
5. How often do you engage with LCCs’ Facebook Pages? (e.g., like, comment, share) □ It depends – I check when it appears in my newsfeed
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II. Impressions towards LCCFor the questions below regarding LCCs’ Facebook pages, reliability and image and purchase intention, please answer with “Strongly agree,” “Agree,” “Neutral/not sure,” “Disagree,” and
“Strongly disagree.”
i. Impressions towards the content LCCs’ Facebook Pages 1. The pages are lively, with distinctive brand characteristics.
2. The information shared is fun and interesting.
3. The content of LCCs’ social media marketing is diversified.
4. The pages offer the travel information I need.
5. The marketing campaigns on the pages are impressive to me.
6. The notion of LCCs’ branded content matches my personal beliefs.
7. I understand better the benefits of LCCs by the content on LCCs’ Facebook Pages.
8. My doubts about LCCs are mitigated by the content on LCCs’ Facebook Pages.
ii. Engagement with LCCs’ Facebook Pages 1. LCCs’ Facebook Pages are attractive to me.
2. I would become a fan of LCCs’ Facebook Pages with the recommendation from my family and friends.
3. I would become a fan of LCCs’ Facebook Pages with the recommendation from celebrities and influencers.
4. I would interact with other fans on LCCs’ Facebook Pages.
5. My questions can often get immediate answers from LCCs’ Facebook Pages.
6. The community managers of LCCs’ Facebook Pages have good interactions with the fans.
7. There’s a sense of unity for the people who love traveling on LCCs’ Facebook Pages.
8. I often hit “like” to the content on LCCs’ Facebook Pages.
9. I comment to exchange ideas with the community managers and other fans on LCCs’
Facebook Pages.
10. When I see interesting content on LCCs’ Facebook Pages, I would tag my friend.
11. I would share the interesting content on LCCs’ Facebook Pages with my friends.
12. My impression towards LCCs changes based on the sharing from fans on LCCs’ Facebook Pages.
13. When I have experienced flying with LCCs, I would share with the community on LCCs’
Facebook Pages.
14. I would participate in online or offline events by LCCs after becoming a fan of LCCs’
Facebook Pages.
iii. The reliability and image of LCCs
1. The boarding procedures of LCCs are efficient.
2. The booking systems of LCCs are convenient.
3. The fare of LCCs is reasonable.
4. LCCs operate with new aircrafts.
5. The in-flight seats of LCCs are cozy.
6. The add-on services of LCCs, e.g., in-flight meals, duty-free products, are fair.
7. The flight security of LCCs is good.
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9. The manners and etiquettes of LCCs’ flight attendants are good.
10. The customer service of LCCs’ is swift and proper.
11. The LCCs pay attention to their reputation and ethics.
12. The LCCs actively take part in social and charitable events.
iv. The purchase intention of LCCs
1. I would like to purchase flight tickets of LCCs based on the content of LCCs’ Facebook Pages.
2. Purchasing LCCs’ flight tickets is worthwhile.
3. When I purchase flight tickets, LCCs would be my priority.
4. I would recommend others to purchase LCCs’ flight tickets after becoming a fan of LCCs’
Facebook Pages.
5. I find it economical to purchase LCCs’ flight tickets after becoming a fan of LCCs’ Facebook Pages.
6. I would fly with LCCs again in the future.
III. Personal information 3. Your education level:
□ Junior high school (and below)
□ Communication/advertising/design □ Arts and literature
□ Freelancer □ Medical industry □ Manufacturing
□!Agricultural, Forestry, Fishery and Husbandry □ Homemaker
□ Retired
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5. Your monthly income (in TWD):
□ 10,000 TWD and below □ 10,001-20,000 TWD □ 20,001-30,000 TWD □ 30,001-40,000 TWD □ 40,001-50,000 TWD □ 50,001-60,000 TWD □ 60,001-70,000 TWD □ 70,001 TWD and above
6. Your monthly disposable income (in TWD):
□ 5,000 TWD and below □ 5,001-10,000 TWD □10,001-20,000 TWD □ 20,001-30,000 TWD □ 30,001-40,000 TWD □ 40,001 TWD and above
7. How often do you travel abroad each year?
□ Never □ 1-3 times □ 4-6 times □ 7-10 times
□ 10 times and above
8. How often do you fly with LCCs each year?
□ Never □ 1-3 times □ 4-6 times □ 7-10 times
□ 10 times and above