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論文前三章 (process (Preliminary attribute survey, Pretest questionnaire design…
論文前三章
process
- Preliminary attribute survey
- Pretest questionnaire design
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- Preliminary data analysis
- Orthogonal experimental design
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2018
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In the past ten years, the number of airlines operating international routes in Taiwan has increased by 2.5 times.
Purposes
Explore the attributes that passengers value most and the best flight combinations when choosing a flight for long- and short-haul routes
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Understand the passenger's prefer air services, and then estimate the passenger's willingness to pay for each service attribute
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Definition
Keller（1993）
Brand image is a brand association that exists in the memory of consumers. It reflects brand-related perceptions, that is, the value of the brand in the minds of consumers.
Park et al.(1986)
Symbolic
Meet the inherent needs of consumers,
such as the pursuit of self-identity and social identity
Experiential
After using the products, consumers get more fun and sensory stimulation, so that consumers have a pleasant experience
Functional
Emphasizes practicality, to solve consumer problems and meet consumer needs
Content
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measure
Park & Srinivasan (1994)
Use conjoint analysis to measure relative brand equity between different brands through price premium
Neal (1999)
Use the conjoint analysis to get the attribute utility value to estimate the relative brand equity between brands
Purpose
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Guo(2013)
Joint Analysis method can express the decision-making process that consumers actually measure the attributes of products and services
Sum the utility value provided by consumers at different levels for different attributes, that is, the sum of preference scores, to measure the value of a product and service
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