|Abstract: ||近年來到日本旅遊的外國旅客激增，根據日本政府觀光局統計，2013年，訪日的外客數總達10,363,904人，其中78.3%來自亞洲國家；台灣的旅客人數占2,210,821人，占亞洲國家的27.24%。今年2014年4月的櫻花季，到訪日本的外國旅客數更達1,231,500人，較去年同期增長33.4%，台灣人占257,900人，創下四月訪日人數的最高紀錄。由此更可看出國人對日本旅遊的熱愛，這多要歸功於低成本航空在台的發展。迄今提供「台灣－日本」航線的低成本航空(LCC)公司有酷航、香草、樂桃與捷星航空。復興航空於今年1月成立廉航－威航(V air)，中華航空與虎航合資，於去年十二月成立－台灣虎航(Taiwan Tigerair)，他們積極加入LCC市場的動作，都可看出LCC的發展已是國際趨勢，日本航線更是兵家必爭，故作者希望以低成本航空日本航線的乘客作為研究對象，透過網路發放問卷，蒐集完問卷後利用結構方程模式(SEM)作分析，探討服務品質、顧客滿意度與行為意圖三個變數之間的關係，結果顯示研究的四個假設皆獲得支持:服務品質正向影響顧客滿意度與行為意圖。顧客滿意度正向影響行為意圖。以服務滿意度作中介，服務品質正向影響行為意圖。作者期此實證之結果能為未來實務界擬定策略或後續研究之參考。;Recent years, tourism in Japan had attracted many foreign visitors. The number of travelers has increased significantly. According to the research conducted by Japan National Tourism Organization (JNTO), the number of foreign visitors was 2,210,821 , in which 78.3% of the visitors were from Asia. Within the 78% of Asian visitors, 27.24% were tourists from Taiwan, which was 2,210,821 people. The total amount of foreign tourists in cherry blossom season (April) this year in 2014 have increased by 33.4% compared with the corresponding period last year. Moreover, the number of Taiwanese tourists visit to Japan has set a new record of foreign visitor in Japan in April. This result in the development of low cost carriers in Taiwan.|
Up to now, there are four low cost airlines, Fly Scoot, Vanilla Air, Peach and Jetstar , provide flights between Taiwan and Japan. TransAsia Airway launched a budget airline named V Air in January 2014, and China Airline had a joint venture with Tiger Airways and founded Taiwan Tigerair in December 2013. They enter the market aggressively, shows that low-cost aviation has been an international trend over the last few years, the routes within Japanese region are especially vital in the budget airline market.
Thus, the author took the routes of low-cost carriers in Japan region as example using structural equation modeling (SEM) to explore the relative importance of service quality, customer satisfaction and behavior intention. The results show that four hypotheses set by this research are all supported: service quality positively influence customer satisfaction and behavior intention. Customer satisfaction positively influence behavior intention. Customer satisfaction, as a mediator, service quality positively influence behavior intention. The result can be applied in practice field to develop strategy or to be used as the reference of further research.