生活型態與購買決策之研究

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Title:	生活型態與購買決策之研究
Other Titles:	A Study of life style and purchase decision
Authors:	簡妏蒨;Chien, Wen-chien
Contributors:	淡江大學國際貿易學系國際企業學碩士班黃志文;Huang, Chih-wen
Keywords:	生活型態;購買決策;Life Style;purchase decision
Date:	2009
Issue Date:	2010-01-11 01:52:45 (UTC+8)
Abstract:	自2007年底開始，國際油價的大幅波動，以及2008年9月國際金融風暴的影響，使全球航空業面臨油價所帶來的成本負擔與經濟不景氣造成的客運量下滑。航空公司在此不利的背景環境下經營，勢必要在其經營策略上做出修正以因應環境的變化。本研究之目的，期望了解台灣國際航空市場中，影響消費者選擇搭乘航空公司的主要因素有哪些?從消費者的生活型態層面來探討消費者選擇航空公司的決策行為，進而提供航空業者在實務上之建議。研究結果顯示： 1. 不同市場區隔的消費者，會因為「航空公司之形象」因素，影響其對航空公司選擇行為。 2. 消費者之購買決策會因不同性別、年齡、及平均月收入而有所差異。 Since the end of 2007, the fluctuation of crude oil price and the economic crisis of 2008 have influenced the global airline industry. Every airline company has faced the rising oil cost and the passenger decline problems. To operate in this situation, the airline industry has to amend its business tactics. The purpose of this study is to understand the main factors that influence consumer’s choice behavior in Taiwan international airline market. The study intends to explore consumer’s purchasing decision from the perspective on life style and to propose practical suggestions to airline industry. The results of the study are as follows: 1. Consumer in different segmentations will have different choice behavior because of the corporate image. 2. Consumer’s purchase decision will be different because of gender, age, and income.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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