隨著廉價航空的迭起以及國人出國比率的增長，消費者增加了選擇廉價航空的機會，因此本研究藉由多項學術理論為研究基礎以探索廉價航空消費者選擇搭乘的動機以及引發的情緒與反應。本研究以刺激-有機體-反應理論作為主體架構理論，以自我決定理論作為消費者的內外在動機理論基礎，且內外在動機涵蓋正負觀點為刺激，以PAD三維情緒模組分析消費者在接受內外在動機的刺激後，內心所產生的情緒為有機體，以再購意圖、推薦意圖、抱怨意圖、轉換意圖作為情緒所引發的反應。本研究發現廉價航空消費者的內外動機所含的正負觀點與情緒控制具有關聯性，情緒模組之間也具有相互影響性，愉悅是消費者反應的重要前因變數。

The growing number of people traveling abroad compels them to shop around for more low-fare carriers. This study aims to explore the relationships among their motivations, emotions, and responses for seeking low-fare carriers based on the Stimulus-Organism-Response (S-O-R) framework and Self-Determination Theory. Consumers’ intrinsic and extrinsic motivations are the stimuli while PAD (Pleasure, arousal, and dominance) theory is consumers’ organisms. Responses include repurchase intention, intention to recommend, complaint intention, and switching intention. The results show that consumers’ intrinsic/extrinsic motivations have significant and positive effects on control of PAD theory. Control has significant effects on arousal and pleasure. In addition, energetic arousal has a significant effect on pleasure which is a fundamental antecedent among consumers’ responses.

致謝 ii
中文摘要 iii
Abstract iv
目錄 v
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 8
第三節 研究問題與研究目的 11
第四節 研究重要性與貢獻 12
第五節 研究範圍與對象 13
第六節 研究流程 13
第二章 文獻探討 17
第一節 刺激-有機體-反應理論 17
第二節 PAD三維情緒模組 18
第三節 自我決定理論(Self-Determination Theory) 23
第四節 再購意圖、推薦意圖 37
第五節 抱怨意圖、轉換意圖 39
第三章 研究方法 45
第一節 研究架構與研究假說 45
第二節 研究變數操作性定義與衡量 48
第三節 問卷設計 59
第四節 資料蒐集方法 62
第五節 資料分析方法 63
第六節 共同方法變異問題處理與檢測 66
第七節 前測問卷分析結果 67
第四章 資料分析 75
第一節 正式問卷發放 75
第二節 敘述性統計分析 77
第三節 共同方法變異檢測 88
第四節 信度與效度分析 93
第五節 模型檢測－結構模式 105
第六節 競爭模型分析比較 115
第七節 中介效果分析 119
第八節 討論 122
第五章 結論與建議 133
第一節 結論 133
第二節 管理意涵與貢獻 134
第三節 研究限制與未來研究建議 144
參考文獻 147
附錄一、前測問卷 197
附錄二、英文原始量表 200
附錄三、前測共同方法變異檢測－探索性因素分析 203
附錄四、前測共同方法變異檢測－驗證性因素分析 204
附錄五、前測模型配適度檢測 207
附錄六、前測各構面量表收斂效度分析 208
附錄七、前測區別效度分析暨變數相關係數表 213
附錄八、前測各構面信度分析 214
附錄九、正式問卷 219 

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