A Study on Impact of Service Quality, Low Price Strategy and Perceived Risk on Consumers
’ Purchasing Intention-The Exam 劉紹宇、鄭華清
E-mail: [email protected]
ABSTRACT
The study aims at discussing the relationship among service quality, low price strategy, perceived risk and purchase intension. This survey objects are customers who had experience of enplaning by South-east Asia international airline. A total of 380 samples were interviewed, and 255 questionnaires were collected back. Among them, 21 samples are incomplete and the rest 231 samples were completely finished as valid good, which means its useable survey rate is 90.58 %.
From this study, service quality (including tangibles, reliability, responsiveness, assurance and empathy), low price strategy and perceived risk were set as the independent variable, and purchase intension is set as dependent variable by utilizing regression analysis and Pearson analysis to establish model. According the research, the conclusions of the research were as following below: (1) service quality and low price strategy is positive significant; (2) low price strategy and perceived risk is negative significant; (3) service quality and perceived risk is negative significant; (4)as consider the relation of service quality, low price strategy, perceived risk, and purchase intension, low price strategy and perceived risk have negative significant influence on purchase intension, but, service quality is not significant.
Keywords : low-cost carriers、srvice quality、low pirce strategy、perceived risk、purchase intension Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．．．．． ix 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 2 第三節 研究流程．．．．．．．．．．．．．．． 3 第二章 文獻探討．．．．．．．．．．．．．．．．． 5 第一節 服務品質．．．．．．．．．．．．．．． 5 第二節 低價策略．．．．．．．．．．．．．．． 12 第三節 知覺風險．．．．．．．．．．．．．．． 18 第四節 購買意願．．．．．．．．．．．．．．． 22 第五節 低價航空介紹．．．．．．．．．．．．． 24 第三章 研究方法．．．．．．．．．．．．．．．．． 32 第一節 研究架構．．．．．．．．．．．．．．． 32 第二節 研究假設．．．．．．．．．．．．．．． 33 第三節 研究變數操作性定義．．．．．．．．．． 36 第四節 問卷設計．．．．．．．．．．．．．．． 37 第五節 資料蒐集及樣本設計．．．．．．．．．． 39 第四章 資料分析與討論．．．．．．．．．．．．．． 41 第一節 樣本分析．．．．．．．．．．．．．．． 41 第二節 敘述性統計．．．．．．．．．．．．．． 44 第三節 信度與效度分析．．．．．．．．．．．． 45 第四節 服務品質、低價策略及知覺風險相關分析． 46 第五節 服務品質、低價策略及知覺風險對購買意
願影響分析．．．．．．．．．．．．．． 47
第六節 研究假設驗證結果．．．．．．．．．．． 49 第五章 研究結論與建議．．．．．．．．．．．．．． 51 第一節 結論．．．．．．．．．．．．．．．．． 51 第二節 研究限制與後續研究方向．．．．．．．． 53 第三節 建議．．．．．．．．．．．．．．．．． 54 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 56 附錄A 前測問卷．．．．．．．．．．．．．．．．． 67 附錄B 正式問卷．．．．．．．．．．．．．．．．． 71
表目錄
表 2- 1 彙總學者對價格促銷定義．．．．．．．．．．． 13 表 2- 2 知覺風險的衡量表．．．．．．．．．．．．．． 21 表 2- 3 消費者?為意願表．．．．．．．．．．．．．． 23 表 2- 4 行為意願量表．．．．．．．．．．．．．．．． 24 表 2- 5 國內、外低成本航空之相關文獻及研究結果彙整表 26 表 2- 6 宿霧太平洋航空台灣航班時刻表．．．．．．．． 29 表 2- 7 宿霧太平洋航空與中華航空營運對照表．．．．． 29 表 2- 8 航空公司機票開票價格比較表．．．．．．．．． 30 表 3- 1 變數的操作型定義．．．．．．．．．．．．．． 36 表 3- 2 衡量問項．．．．．．．．．．．．．．．．．． 37 表 3- 3 回收樣本數與比率．．．．．．．．．．．．．． 40 表 4- 1 個人資料統計表．．．．．．．．．．．．．．． 41 表 4- 2 消費行為分析表．．．．．．．．．．．．．．． 43 表 4- 3 搭乘航空公司選項．．．．．．．．．．．．．． 44 表 4- 4 變?敘述性統計分析．．．．．．．．．．．．． 45 表 4- 5 研究構面之信度分析．．．．．．．．．．．．． 45 表 4- 6 研究構面之效度分析．．．．．．．．．．．．． 46 表 4- 7 Pearson相關分析 ．．．．．．．．．．．．．． 47
表 4- 8 服務品質、低價策略及知覺風險對購買意願之迴歸分析一．．．．．．．．．．．．．．．．．．． 48 表 4- 9 服務品質、低價策略及知覺風險對購買意願之迴歸分析二．．．．．．．．．．．．．．．．．．． 49 表 4-11 研究假設驗證彙整．．．．．．．．．．．．．． 49
圖目錄
圖 1-1 研究流程圖．．．．．．．．．．．．．．．．． 4 圖 3-1 本研究之架構圖．．．．．．．．．．．．．．． 32 REFERENCES
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