Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/137275


Title: 人格特質、購物傾向、知覺風險及顧客滿意度對於機上免稅商品購買意願之影響
Examining the influences of personality traits, shopping orientations, perceived risk and customer satisfaction on consumers’ in-flight purchase intention
Authors: 張詠淨
Chang, Yung-Ching
Contributors: 郭貞
Kuo, Cheng
張詠淨
Chang, Yung-Ching
Keywords: 免稅商品
購買意願
人格特質
購物傾向
知覺風險
顧客滿意度
duty-free products
purchase intention
personality traits
shopping orientations
perceived risk
customer satisfaction
Date: 2021
Issue Date: 2021-10-01 10:01:06 (UTC+8)
Abstract: 鑒於航空產業競爭日益激烈,航空公司對於各種利潤來源都需加強管理,除了客運與貨運收益之外,作為主要利潤來源之一的機上免稅品銷售收益也日漸重要。為進一步了解機上免稅商品消費者的輪廓與特徵,本研究針對機上免稅商品中的長銷品類「美妝品」及主要搭機客群「女性」進行研究。本研究以消費者的「人格特質」、「購物傾向」及「顧客滿意度」為主要自變項,並以「知覺風險」作為中介變項,探討以上的因素將如何影響消費者對機上免稅商品的購買意願。
本研究以網路問卷的方式進行調查,共取得540份有效問卷。實證研究發現:(1)消費者的衝動性購買人格特質及創新性人格特質正向影響其機上免稅商品購買意願。(2)消費者的便利至上及休閒娛樂購物傾向正向影響其機上免稅商品購買意願。便利至上購物傾向負向影響消費者的知覺風險;相反的,眼見為憑購物傾向則對於消費者知覺風險產生正向影響。(3)消費者的知覺風險負向影響其機上免稅商品購買意願,知覺風險對於購買意願的中介效果則未得到驗證。(4)購買機上免稅商品時,消費者先前購買頻次越高,將越增強其購買意願。(5)顧客滿意度負向影響消費者知覺風險、並正向影響其機上免稅品購買意願。
In view of the increasingly fierce competition in the aviation industry, airlines need to strengthen the management of various profit sources. In addition to the revenue from passenger and cargo transportation, the in-flight duty-free sale, one of the main sources of profit for airlines, is also becoming more and more important. In order to further understand the characteristics of in-flight shoppers, this study conducts research focusing on women buying beauty products on board. The purpose for this study is to examine how consumers’ in-flight purchase intentions for duty-free products are affected by such factors as personality traits, shopping orientations, perceived risk and customer satisfaction.
A total of 540 valid questionnaires were collected through online survey. The results and findings are as below: (1) Consumers’ impulsive buying and innovative personality traits have positive influence on purchase intention. (2) The shopping orientations of convenient shoppers and recreational shoppers have positive influence on purchase intention. Convenient shoppers negatively influence their perceived risk. Precautious shoppers, in contrast, positively affect their perceived risk. (3) Consumers’ perceived risk negatively influences their purchase intention. Nevertheless, the moderating influence of perceived risk on the purchase intention is not statistically significant. (4) The more in-flight duty-free purchase experiences a consumer has, the stronger her purchase intention will be. (5) Customer satisfaction negatively affects consumers' perceived risk while positively affects their purchase intention.
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Description: 碩士
國立政治大學
傳播學院碩士在職專班
103941007
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103941007
Data Type: thesis
Appears in Collections:[傳播學院碩士在職專班] 學位論文

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