隨著航空業的快速發展和日益激烈的競爭，企業必須通過了解特定的文化、習俗以及更重要的消費者行為，為其在地區的業務奠定堅實的基礎。
阿聯酋航空公司是在2014年之後加入台灣市場的，與其競爭者們相對較為年輕。目前往返台北與杜拜的航班每日一班。此研究的目的，是為了讓該公司了解台灣消費者在選擇航空公司的決策過程，以利計畫未來鞏固或持續擴展台灣市場。
這項研究是根據計劃行為理論（Ajzen，1991）和消費者決策模型（Kotler，2009）作為基礎，來取得消費者選擇的決定因素與考慮到社會文化方面的影響。
本研究的方法使用多元回歸模型，通過隨機抽樣網路問卷調查收集數據。問卷中包含著對選擇航空公司決策過程有較大影響的因素。
根據結果確定，以下幾個變數對目標行為有正面影響：安全聲譽，服務質量，杜拜中途停留，A380飛機體驗，教育，個性和旅行目的。相反地，瞭解自己的旅遊和信用卡的優惠與福利會產生負面影響。本研究結論部分包括一些建議，讓阿聯酋航空公司考慮加入未來的公司策略。

With the rapid advancements and the growing competition within the aviation industry, it is crucial that companies build a solid foundation for their business in regions by understanding the specific culture, custom, and more importantly consumer behaviors.
The purpose of this research is to give Emirates Airline insight into the Taiwanese consumer’s decision-making process in terms of deciding an airline. The company is relatively new entering the market after 2014 with so far daily flights between TPE and DXB.
The bases if this research is by using the Theory of Planned Behaviour (Ajzen, 1991) and the Consumer Decision-making Model (Kotler, 2009) as a means of gaining a degree of understanding towards the determining factors that make a consumer choose to choose or continue traveling with Emirates Airline, taking into account influences of socio-cultural aspects.
The method of this research is using multiple regression models in ruling out the factors that have a significant influence on the decision process with the collected data from a randomized online survey.
In conclusion, it is determined from the results that several variables have a positive influence towards the target behavior: safety reputation, quality of service, a stopover in Dubai, A380 aircraft experience, education, personality, and travel requirements. Awareness or travel and credit card benefits, on the contrary, have a negative impact. Some suggestions are included for the company to take into consideration for future strategic business implications.

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