票價結構與心理機制對航空消費者感知價值與決策行為之影響—以價格框架與損失規避為例

Abstract

隨著國際旅遊日益普及與航空運輸的快速發展，出國旅遊已成為現代人生活中的重要活動。航空市場的蓬勃成長帶動了全服務型航空（FSC）與廉價航空（LCC）票價結構與服務模式的多元競爭。消費者在面對不同票價選擇時，其決策背後所蘊含的心理動力與價值評估，成為企業及學術界關注的焦點。 過去多數研究強調價格敏感度或服務品質等理性判斷，較少深入探討非理性心理機制對消費決策的實質影響。本研究立基於行為經濟學視角，聚焦於價格框架與損失規避兩大心理變數，並以感知價值為中介，建立一套解釋消費者航空票價選擇行為的整合性模型。不同票價呈現方式（如全包式與分項加購）與消費者對於潛在損失的心理敏感度，皆可能深刻影響其對航空產品的整體評價與選擇傾向。 本研究採結構方程模型（PLS-SEM）進行實證分析，驗證價格資訊呈現方式與損失規避心理，如何透過感知價值共同影響消費者的航空選擇行為。研究發現，價格框架與損失規避皆顯著提升消費者對票價方案的感知價值，而感知價值則為影響航空選擇行為的關鍵心理依據。此外，感知價值亦發揮顯著中介效果，連結心理機制與實際行為，凸顯非理性因素在消費決策過程中的重要性。研究進一步說明，不同人口統計變數對於感知價值與選擇行為的影響亦存在異質性，顯示市場區隔的重要性。 本研究結果不僅補充了航空產業行銷管理對價格策略與消費者心理運作的理解，也為航空公司未來票價設計與市場溝通策略提供具體建議。學術上則深化行為經濟學理論於服務業高涉入消費決策場域的應用價值，並為後續相關議題研究提供理論與實務基礎。

With the growing popularity of international travel and the rapid development of the aviation industry, fare structures and service models have become increasingly diverse. As consumers face a variety of ticket options, their psychological drivers and value assessments have attracted significant attention from both industry and academia. While previous research has mostly focused on rational factors such as price sensitivity or service quality, less attention has been paid to the psychological mechanisms underlying consumer decisions. Drawing on behavioral economics, this study centers on two key psychological variables—price framing and loss aversion—and incorporates perceived value as a mediating factor to explain how consumers evaluate and choose among different airline ticket options. Results indicate that both price framing and loss aversion significantly enhance consumers’ perceived value of ticket options, and that perceived value serves as the primary psychological driver of purchase intention and recommendation. Perceived value also demonstrates a significant mediating effect, linking psychological mechanisms to actual behavior and highlighting the importance of non-rational factors in the decision process. These findings enrich managerial understanding of pricing strategies and consumer psychology in the airline industry and offer practical recommendations for fare design and market communication, while also extending behavioral economics theory to high-involvement service consumption contexts.