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研究生： 賴冠妤
Lai, Kuan-Yu
論文名稱： 傳統航空與低成本航空搭乘體驗之深探:客艙服務場景對旅客情感與服務價值之影響
A Deeper Look at Air-travel Experience between LCCs and FSCs: The effect of in-flight servicescape on emotions and service values
指導教授： 陳勁甫
Chen, Ching-Fu
學位類別： 碩士
Master
系所名稱： 管理學院 - 交通管理科學系
Department of Transportation and Communication Management Science
論文出版年： 2016
畢業學年度： 104
語文別： 英文
論文頁數： 82
中文關鍵詞： 服務場景 、情緒 、愉悅 、激發 、享樂性價值 、功利性價值 、低成本航空 、全服務航空
外文關鍵詞： Servicescapes, Emotion, Pleasure, Arousal, Hedonic value, Utilitarian value, Low-cost carrier, Full-service carrier
相關次數： 點閱：177  下載：15 
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    • 隨著全球經濟成長、開放天空政策，使得全球空運市場呈現一個持續成長的狀態，而低成本航空的投入，其低價與低成本之營運模式亦使過去都被傳統航空公司所把持的市場為之震盪。然而在面對未來空運市場之發展，兩種航空公司勢必為了維持良好的競爭力而努力。過去研究於空運服務多重視整體的服務評估與服務品質研究，甚少研究更深的鑽研旅客於機艙內的心理狀態與價值感想。因此，本研究將整合機艙內服務場景元素、情緒與服務價值等，建構旅客於機艙內的環境感知模式，並對比傳統全服務航空公司與低成本航空公司之環境差異，來探討旅客於機艙內之環境感知、情緒與價值建立之心理歷程。
    本研究將以桃園國際機場與高雄航空站之旅客作為主要的研究對象，有效問卷共356份，資料分析干擾式中介模式。主要研究結論包含機艙內服務場景元素會對於旅客之愉悅感與享樂性服務價值產生正向影響。且傳統全服務航空公司旅客對於愉悅感與享樂性服務價值較為重視，反之低成本航空公司之旅客對於功利性服務價值的感知較高。

    This study investigates the cause and effect of passengers’ flying experience. More specifically, the model uses the inflight servicescape characteristics of both full-service carrier (FSC) and low cost carrier (LCC) to examine its’ effects on passengers’ emotional factors, i.e. pleasure, and arousal, as well as the binary perceived values including hedonic value and utilitarian value. A self-administrated questionnaire was designed as the survey instrument to collect data for this study. The surveys were distributed at the arrival hall of Taoyuan International Airport and Kaohsiung International Airport, 356 usable respondents were obtained within three-week period in February, 2016. The analyzed results show that servicescape variables are the strong predictors of passengers’ perception of pleasure and hedonic value, and the perception of values may vary in accordance with airline type. The outcome also shows that female passengers tend to have higher perception of pleasure. Managerial implications and suggestions for both airline operator and future research are discussed and provided.

    Chapter 1 Introduction 1 1.1 Background 1 1.2 Motivation 2 1.3 Research objectives 4 1.4 Research procedure 5 Chapter 2 Literature review 6 2.1 Emotion 6 2.2 In-flight servicescape 8 2.3 Perceived values 13 Chapter 3 Research design and methodology 17 3.1 Research framework 17 3.2 Research hypothesis 18 3.2.1 In-flight servicescapes and emotions 19 3.2.2 In-flight servicescapes, emotions and percieved values 20 3.3 The measurement 23 3.3.1 The measures of inflight servicescape 23 3.3.2 The measures of emotions 26 3.3.3 The measures of percieved values 26 3.4 Sample and data collection 28 3.5 Research methodology 28 Chapter 4 Result 31 4.1 Sample caracteristics 31 4.2 Reliabilities and means of model variables 33 4.3 Estimation Results 35 4.3.1 The measurement model 35 4.3.2 t-test 39 4.4 Moderated mediation model 44 Chapter 5 Conclusion and recommandations 54 5.1 Conclusion and recommendations 54 5.2 Empirical implications 59 5.3 Limitations and directions for future research 62 References 65 Appendix A Questionnaire (Chinese version) 76 Appendix B Questionnaire (English version) 79

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