本研究探討中華航空消費者屬性對付費選位購買意願之影響，並進一步釐清兩岸顧客文化差異對中華航空消費者屬性與付費選位購買意願影響的干擾。研究方式採用紙本問卷，發放地區為大陸沿海城市與台灣，台灣發放338份，大陸地區發放204份，回收總計542份。
本研究發現：1. 中華航空消費者屬性對付費選位購買意願呈現顯著正向影響。2. 進一步研究子題項，顯示中華航空消費者屬性之價格導向與便利導向對付費選位購買意願程度呈現正向相關。3. 將兩岸航空顧客文化差異產生的干擾納入分析，發現台灣顧客在消費者屬性對付費選位購買意願的影響程度會比大陸顧客來得更強。4. 若進一步研究子題項，發現兩岸航空顧客文化差異於台灣顧客消費者屬性之便利導向對付費選位購買意願的影響程度會比大陸顧客來得更強。
本研究根據上述結果，提出客運管理實務與後續研究方向之建議供參酌。
The aim of this study was to explored the effect of China Airlines consumer attributes on economy class seat selection purchase intention, and the comparison of Cross-Strait consumer attributes to economy class seat selection purchase intention on China Airlines. The surveys were administered via the questionnaire to collect data from the first-tier cities of the mainland of China and Taiwan. A total of 542 copies were received which collected from Taiwan (338) and China (204), respectively.
The result showed that: (1) Consumer attributes positively affects purchase intention of economy class seat selection for China Airlines. (2) The price selection and the convenience orientation of China Airlines' consumer attributes are positively correlated with the purchase intention of economy class seat selection for China Airlines. (3) The culture differences of Cross-Strait consumer positively affect the relation of consumer attributes and the purchase intention of economy class seat selection for China Airlines. (4) The culture differences had positively affects the convenience orientation for China Airlines' consumer attributes and the purchase intention of economy class seat selection. In conclusion, implications, limitations, and recommendations for future research are discussed in ths study.
