Causal Analysis of Air Passenger Decision-making
學年 101
學期 2
出版（發表）日期 2013-06-01
作品名稱 Causal Analysis of Air Passenger Decision-making
作品名稱（其他語言）
著者 Kuo, Shih-Yao; Chen, Shu-Chuan
單位
出版者
著錄名稱、卷期、頁數 Astronautics and Aviation, Series A 45(2), p.99-105
摘要 The purpose of this study is to reveal the key role of brand equity in the causal modeling of air passenger decision-making by the use of DEMATEL and SEM. Since DEMATEL can provide IRM, NRM, and other reasonable bases for understanding and modifying SEM to avoid over-fitting, the two approaches can be complementary tools for causal analysis. DEMATEL based on survey data collected from experts is adopted to verify the air passenger decision-making model established in previous study to enhance the understanding of the relationships among air passengers’ behavioral intentions and their antecedents, including service quality, satisfaction and brand equity, based on survey data collected from passengers. The opinions of the air passengers and experts are discussed in detail. The empirical results indicate that service quality is the starting point for the post-purchase behavioral intention, and that satisfaction and brand equity are both important mediators to connect service quality and behavioral intention.
關鍵字 Brand equity;DEMATEL (Decision Making Trial and Evaluation Laboratory);SEM (Structural Equation Modeling) ； IRM (Impact Relation Map);NRM (Network Relation Map)
語言 en_US
ISSN
期刊性質 國內
收錄於 EI
產學合作
通訊作者
審稿制度 是
國別 TWN
公開徵稿
出版型式 ,電子版
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/115146 )