| 摘要: | 旅客對於航空公司品牌定位的認知及選擇的考量因素，會影響其旅客搭乘的意願。本研究選定以曾經飛往美洲或歐洲的個別旅客作為研究對象，藉由因素分析法的應用，探討各航空公司消費群購買決策與品牌定位之相關屬性，加上多元尺度法所描繪出的知覺圖，分析經營美洲航線與歐洲航線之航空公司在消費者心目中的品牌定位差異。經由實證分析顯示，在美洲航線，發現國泰航空與馬來西亞航空被旅客視為同一競爭群。美國航空與新加坡航空自成另一個競爭族群。長榮航空則與聯合航空也為另一個競爭群。在知覺圖中，還有另一個競爭群則由中華航空與西北航空所組成，至於加拿大航空則形成獨立於其他族群的個體。在歐洲航線，英國航空與馬來西亞航空為同一競爭群。長榮航空、中華航空、法國航空、國泰航空、維珍航空、新加坡航空、荷蘭航空與德國航空則以一個大的競爭群呈現，而泰國航空形成為獨立於其他航空公司的個體。不論在美洲航線或歐洲航線的經營上，建議業者應加強對消費者的服務、通暢的訂位管道、會員制度的健全、機上設施與通用語言的加強及落實合理票價的制定。
Since passengers’ perceptions to airlines’ brand positioning will affect their willingness to make decisions, it is important for managers to understand the differences of product positioning perceived by customers. In this study, a factor analysis was firstly employed to explore the attributes that mostly influence passengers’ purchase decisions of airlines. Afterwards, a Multidimensional scaling (MDS) was used to investigate the perceptions of America / Europe FIT passengers at Taiwan. Study results show that ground service, general membership rules for frequent flyers, in cabin service, and the price of plane ticket affected FIT passengers’ purchase decisions. According to the perceptual map indicated by MDS analysis, Cathay Pacific Airways and Malaysia Airlines are in the same competitor group of America air lane. Besides, Singapore Airlines and Continental Airlines, Eva Airways and United Airlines, and China Airlines and Northwest Airlines are in different competitor groups. However, Air Canada is individually placed on the perceptual map. With respect to the perceptual map of Europe air lane, British Airways and Malaysia Airlines are competitors. Eva Airways, China Airlines, Air France, Cathay Pacific Airways, Virgin Atlantic Airways, KLM Royal Dutch Airlines and Lufthansa German Airlines are also in the same competitor groups. Besides, Thai Airways is individually placed on the perceptual map that is not competing with the others. |
