本研究之目的在於探討航空公司執行品牌聯盟與加強品牌形象對於出國旅客選擇航空公司之影響。本研究分成兩階段探討，首先應用結構方程模型，探討各潛在變數是否會影響航空客運旅客之行為意向與其間的因果關係；再應用個體選擇模式，探討影響旅客行為意向之前導因素，是否會成為影響旅客選擇航空公司的主要因素。藉由兩階段的分析，瞭解旅客選擇搭乘航空公司之各因素與其間的影響力，並作為航空公司擬定行銷策略之參考。 結構方程模型結果顯示，旅客對於知覺價值的感受為影響行為意向之最主要因素；在影響知覺價值的變數中，品牌形象的正向影響大於品牌聯盟的正向影響。 個體選擇模式結果顯示，品牌聯盟、品牌形象、知覺價值、旅客社經特性與旅次特性為顯著影響航空客運旅客選擇行為之重要變數。策略敏感度分析顯示，業者若想提升其市場佔有率，皆以增加旅客對於品牌聯盟的喜好度一個等級，效果最佳。 本研究建議，航空客運業者在瞭解市場顧客消費傾向與自身公司訂定的目標後，可透過不同的宣傳方式傳導公司一致的企業精神與形象，並主動提供顧客群優惠資訊與公司定期營運狀況，另外結合不同性質業者，提供異質服務，提升旅客正面的知覺價值。 The principal purpose of the study is to investigate the brand alliance and the effect of the enhancement of brand image to influence the choice of international travel passengers on airlines. Two stages are proposed for the study: the first is to employ the structural equation modeling (SEM) to look into the influence of latent factors to airline passengers’ behavioral intention and its cause and effect; the second is to use disaggregate choice model to investigate the leading factors which may influence the passengers’ behavioral intention and therefore influence the passengers’ choice on airlines. We hope the result of the study could provide airlines with useful information for marketing strategy. Based on the SEM analysis, the main factor to effect behavioral intention of air passengers is the perception value. The positive effect of brand image is greater than that of brand alliance. According the analysis of disaggregate passenger choice modeling, brand alliance, brand image, perception, socioeconomic characteristics of air passengers and trip purposes. The strategic sensitivity analysis shows that the increase of preference one layer may enhance market share of carriers significantly. It is suggested that air carriers provide customers with preferential benefit information and superior enterprise spirit and image to improve market share. Moreover, they may cooperate with other variety-type enterprises to provide heterogeneity service and promote the passenger positive perception value.
