近年來，隨著航空市場以及旅客消費習慣的轉變，全球航空產業皆已掀起低成本航空（Low Cost Carrier，俗稱廉價航空）的發展熱潮，然而在台灣低成本航空尚屬較新興的產業，國內對低成本航空的研究並不多，並且多著重在傳統航空如何面對低成本航空的威脅，少有專門研究低成本航空的文獻。因此吾人想撰寫論文來更加了解消費者在選擇低成本航空時的偏好，作為業者在面對國內競爭越來越激烈的市場一些參考。
　　本研究以聯合分析法為主體，透過產品屬性理論將低成本航空視為一項產品，將其分析並彙整出十一項產品屬性，再經由前測測問卷篩選出四項相對重要之產品屬性，分別為「價格」、「抵達/返回時段」、「準點率」、「接駁便利度」，將此四種產品屬性依據文獻與現實情況設定不同之水準，並藉由SPSS 20.0的直交設計法產生12組卡片組合作為正式問卷的受測體，最後透過聯合分析法計算出不同屬性水準對於受測者之成分效用值與重要性權重，進而分析與了解消費者對於低成本航空之偏好與最佳產品屬性組合。
　　本研究結果發現，全體受測者之最佳產品組合為「票價：3200元以下」、「抵達/返回時段：早去晚回」、「準點率：良好」、「接駁便利度：有」，其中受測者對於「價格」之重視程度最高，其重要性權重最大，而「抵達/返回時段」次之。本研究另利用人口統計變數，分析不同性別、收入和學歷之族群對於低成本航空各項屬性重視程度之差異。

With the change of consumer behavior, “Low Cost Carriers” have become a trend all over the world. However, it’s still a new industry to consumers in Taiwan. There is very few research about low cost carriers. Therefore, this study is trying to find the preferences of low cost carriers.
At first, the study aggregated 11 product attributes by reviewing literature. After the pilot test, we found out the most important 4 product attributes which are “Price”, “Arrive/Return Time”, “Accuracy”, “Convenience of Transfer to Downtown”. After pilot test , we set different level for each product attributes. Thus, 12 stimulus sets are designed by SPSS 20.0 as formal questionnaire. At last, we analyze by conjoint analysis to find the consumers’ preference of low cost carriers.
As a result, we found out that the preference of product attributes is ranked as follows： “Price”, “Arrive/Return Time”, “Convenience of Transfer to Downtown” , “Accuracy”. The optimal combination is “Price: Less than 3200NTD”, “Arrive/Return Time: Arrive in the morning / Return in the night”, “Accuracy: Good”, “Convenience of Transfer to Downtown: Not Good”.

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