| Summary: | 碩士 === 國立成功大學 === 交通管理學系碩博士班 === 95 === Gradually, competitions in Taiwan aviation industry are becoming fierce. Therefore, it is more difficult to attract new customers than ever. Airlines try to provide better service quality, or use various marketing programs to enhance the brand image of customer which in turn create brand equity and brand preference, finally increase the likelihood of purchase intention. However, when customers are considering buying tickets, besides band equity and brand preference the switching costs also play an important role. Hence the purpose of this study is not only to explore the relationships among brand equity, brand preference and purchse intention for Taiwanese airline, but also how switching costs moderate the relationships.
The study was conducted by the convenience sampling and there were 480 copies of questionnaires of departing passengers from Taoyuan International Airport. Retrieved valid rate was 95% and the model was analyzed by Structure Equation Model.
The major findings are as follows: First, brand equity is significantly, positively related to brand preference and purchase intention, respectively. Second, brand preference can directly influence purchase intention, and that brand preference is an intervening variable between brand equity and purchase intention. Third, the relationships among three factors will be stronger when customers feel high switching cost. And under the situation of low switching cost, brand equity does not influence purchase intention directly, but indirectly via brand preference.
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