航空客運業綠色行銷與措施對消費者忠誠度影響

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劉昱廷(Yu-Ting Liu) 查詢紙本館藏

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土木工程學系

論文名稱

航空客運業綠色行銷與措施對消費者忠誠度影響
(The Green Marketing and Measures on Customer Loyalty of the Airline Industry)

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摘要(中)

航空客運業快速成長將造成嚴重環境破壞，聯合國跨政府氣候變遷小組(IPCC)更指出，航空客運業將會是未來影響氣候變遷的關鍵因素之一，航空公司要如何運用綠色策略回應消費者對於環境議題的日益關注，將是本研究探討的目的。消費者忠誠度是航空公司能永續經營的關鍵因素，過去卻鮮少有文獻著墨於航空公司綠色行銷與措施影響消費者忠誠度之研究。因此本研究將採實證分析，以我國航空客運業國際線市場之三間航空公司旅客為例，並運用結構方程模式(Structural Equation Modeling, SEM)建構航空公司綠色行銷與措施對消費者忠誠度影響之架構，並以品牌形象及消費者滿意度作為雙中介變數，探討潛在變數間之因果關係，最後藉由消費者環境保護涉入程度變數，以多群組分析(multiple group analysis)探討高環保涉入族群與低環保涉入族群對於整體模式是否產生干擾效果。研究結果可推測，消費者認為現階段各航空公司之綠色行銷與措施並未顯著不同，且經模式驗證可知：航空公司綠色行銷與措施對品牌形象具有正向的影響效果；航空公司綠色行銷與措施對消費者滿意度具有正向的影響效果；航空公司綠色行銷與措施對消費者忠誠度具有正向的影響效果；品牌形象對消費者滿意度具有正向的影響效果；品牌形象對消費者忠誠度具有正向的影響效果；消費者滿意度對消費者忠誠度具有正向的影響效果；消費者環境保護涉入程度之不同並未顯著干擾整體模式效果。

摘要(英)

The rapid growth of international air travel has averaged approximately 5 percent per year. The Intergovernmental Panel on Climate Change (IPCC) has concluded that the aviation industry will become one of the largest contributors to global warming. However, airlines how to develop green strategies to respond to consumers’’ growing concern for environmental issues is the key to the global market. The purpose of this study was to explore the relationship between the airlines’ green marketing and measures, brand image, customer satisfaction, and customer loyalty as expressed by passengers of three passenger airline industry. This research will apply the Structural Equation Modeling (SEM) methodology and Multiple Group Analysis to verify the relationship among these variable and as well the influential effect from different customer environmental involvement to the relationship between green marketing and measures, brand image, customer satisfaction, and customer loyalty. In the research, the study conducted a questionnaire survey for three airlines’ passengers on international routes in Taiwan. The empirical results show that green marketing and measures is positive relationship between brand image; green marketing and measures is positive relationship between customer satisfaction; green marketing and measures is positive relationship between customer loyalty; brand image is positive relationship between customer satisfaction; brand image is positive relationship between customer loyalty; customer satisfaction is positive relationship between customer loyalty and the influential effect from different customer environmental involvement to the relationship between four latent variables is not significant. Based on the above results, management implications as well as corresponding improvement strategies are proposed.

關鍵字(中)

★ 品牌形象
★ 綠色行銷
★ 滿意度
★ 忠誠度
★ 結構方程模式
★ 航空客運業

關鍵字(英)

★ Airline industry
★ Green marketing
★ Customer satisfaction
★ Customer loyalty
★ Structural Equation Modeling (SEM)
★ Brand image

論文目次

摘要 i
Abstract ii
目錄 iii
表目錄 v
圖目錄 vii
第一章緒論 1
1.1研究背景與動機 1
1.2研究目的與內容 3
1.3研究範圍與對象 4
1.4研究流程 4
第二章文獻回顧 7
2.1航空客運業環境保護措施現況分析 7
2.1.1航空產業對環境之影響與措施 7
2.1.2航空環境保護與消費者行為相關文獻 13
2.2綠色行銷 16
2.2.1綠色行銷起源與定義 17
2.2.2綠色行銷策略 19
2.2.3綠色行銷相關文獻 21
2.3品牌形象 22
2.3.1品牌形象起源與定義 22
2.3.2品牌形象相關文獻 25
2.4消費者滿意度 26
2.4.1消費者滿意度起源與定義 26
2.4.2消費者滿意度相關文獻 28
2.5消費者忠誠度 29
2.5.1消費者忠誠度起源與定義 29
2.5.2消費者忠誠度相關文獻 31
2.6消費者環境保護涉入程度 32
2.6.1涉入理論起源與定義 32
2.7文獻回顧小結 33
第三章研究方法 36
3.1研究設計 36
3.2研究架構與假設 39
3.2.1研究架構 39
3.2.2研究假設 40
3.3研究變數衡量與定義 44
3.4問卷設計與抽樣設計 50
2.4.1問卷設計 50
3.4.2抽樣設計 52
3.5資料分析方法 53
3.5.1敘述性分析 53
3.5.2問卷信度與效度 54
3.5.3探索性因素分析 55
3.5.4驗證性因素分析 56
3.5.5結構方程模式 56
第四章研究結果 59
4.1敘述性統計 59
4.1.1問卷回收統計 59
4.1.2樣本結構 60
4.1.3旅客態度資料之基本統計分析 67
4.2探索性因素分析 71
4.3驗證性因素與信效度分析 76
4.3.1測量模型驗證性因素分析 77
4.3.2整體模式驗證性因素分析 80
4.3.3信度分析 81
4.4變異數分析 82
4.5結構模式分析 85
4.6討論與管理意涵 92
第五章結論與建議 97
5.1 結論 97
5 2 建議 99
參考文獻 101
附錄一 107
附錄二 111

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(三) 網站參考文獻
Cathay Pacific Airways, 2012, http://www.cathaypacific.com
China Airlines, 2012, http://www.china-airlines.com
EVA Air, 2012, http://www.evaair.com
Germanwatch, 2012, Climate Change Performance.Index, http://www.germanwatch.org

指導教授

謝浩明(How-Ming Shieh)

審核日期

2012-7-23

推文